Congratulations. You’ve already beaten the odds.
On average, 8 out of 10 people will read the headline of a piece of content – but only 2 out of 10 will read the rest. Which means you’re now part of the rare 20% who made it past this title.
That’s the 80/20 headline rule in action. The headline isn’t just decoration; it’s the make-or-break moment that decides whether someone reads on – or scrolls right past.
As advertising legend David Ogilvy once said:
“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”
In other words, your headline is where the real money is.
Why headlines matter more than anything else
You could pour your heart and soul into the best 800-word blog post of your career – we’ve been there – but if the headline is bland or forgettable, it may never get read and all that effort just goes to waste.
Think of your headline as the front door to your content. It frames the value of what follows and sets the promise for your reader. That’s why headline optimisation should be at the top of your copywriting priorities.
Luckily, great headlines aren’t magic. They follow patterns, principles and techniques you can practice and refine.
8 tips for writing headlines that actually get read
1. Use numbers
Our brains love specifics, and numbers signal exactly what’s inside.
Example: 8 Content Marketing Stats You Need to See
2. Focus on value
Make it clear why your reader should care. What’s in it for them?
Example: Increase Your Open Rate with These Proven Strategies
3. Use strong verbs
Skip weak “to be” verbs. Choose active ones instead.
Example: 6 Ways to Improve Your Writing Skills
4. Include the reader
Make it personal. Put “you” and “your” front and center.
Example: Check Your Eligibility In Less than 30 Seconds
5. Ask a question
Questions spark curiosity and invite clicks.
Example: Is Supermarket Roast Chicken Good or Bad for You?
6. Be specific
Being vague doesn’t convert. It only reduces the confidence of the reader.
Instead of Improve Your Marketing, try Boost Email Opens by 20%
7. Tap into emotion
Play to curiosity, FOMO or ambition.
Example: Ignoring This Could Cost Your Business Six Figures
8. Entertain
Humour, wordplay or a little unexpected twist can make readers pause and click.
Example: To Blog Or Not To Blog – That Is The Question
Your headline isn’t just the start of your content – it is your content until a reader decides to go further. Treat it as the most valuable line you’ll ever write. Because, in Ogilvy’s words, every headline is worth “eighty cents out of your dollar.”
In our last article, we explored the rise of zero-click searches and its impact on how we find information online. This shift in user behaviour has also [...]
One of our biggest takeaways from State of Social 2024 was the evolution of zero-click searches and the impact it will have on the way we do [...]
Have you noticed a drop in engagement on your brand’s Instagram posts? Likes not flowing as much as what they used to? The good news is you’re [...]
Did you know that after approximately 4 exposures to your ad, your conversions can drop by almost half? As Meta increasingly emphasises broad targeting, the effectiveness of [...]
This year has been challenging for both businesses and consumers, with rising cost-of-living pressures leading to shifts in retail habits. During these quieter times, it’s crucial to [...]
When it comes to protecting your intellectual property (IP), it’s essential to understand the distinctions between copyright and trade marks, as each serves a unique purpose in safeguarding your creative and business assets.
If you’ve recently created a paid campaign on Facebook (or Meta as it’s now known), you’ve probably noticed the platform is trying to skew you towards using [...]
The results from our Audience Intelligence Reports for Q2 have incited some interesting conversations amongst our team. For those of you who don’t know, our quarterly Audience [...]
If you’ve been following our tips to improve your website and social media accessibility, you will have seen us harp on about the importance of image alt [...]
Developing an inclusive website accessible to people with diverse abilities is not only best practice, but pivotal to user experience (UX). With 1-in-6 Australians living with a [...]
In our last article, we explored the rise of zero-click searches and its impact on how we find information online. This shift in user behaviour has also [...]
One of our biggest takeaways from State of Social 2024 was the evolution of zero-click searches and the impact it will have on the way we do [...]
Have you noticed a drop in engagement on your brand’s Instagram posts? Likes not flowing as much as what they used to? The good news is you’re [...]
Did you know that after approximately 4 exposures to your ad, your conversions can drop by almost half? As Meta increasingly emphasises broad targeting, the effectiveness of [...]
This year has been challenging for both businesses and consumers, with rising cost-of-living pressures leading to shifts in retail habits. During these quieter times, it’s crucial to [...]
When it comes to protecting your intellectual property (IP), it’s essential to understand the distinctions between copyright and trade marks, as each serves a unique purpose in safeguarding your creative and business assets.
If you’ve recently created a paid campaign on Facebook (or Meta as it’s now known), you’ve probably noticed the platform is trying to skew you towards using [...]
The results from our Audience Intelligence Reports for Q2 have incited some interesting conversations amongst our team. For those of you who don’t know, our quarterly Audience [...]
If you’ve been following our tips to improve your website and social media accessibility, you will have seen us harp on about the importance of image alt [...]
Developing an inclusive website accessible to people with diverse abilities is not only best practice, but pivotal to user experience (UX). With 1-in-6 Australians living with a [...]
