Famous Last Words: About Headlines
"The headline is the ad for the ad," wrote the great retail-marketing consultant Murray Raphel. Copywriter Andrew J. Byrne calls the headline "the most important part of the ad."
"The wickedest of all sins is to run an advertisement without a headline," said the legendary David Ogilvy, who called the headline "the ticket on the meat." Ogilvy also cautioned, "Never deface your illustration by printing your headline over it. Never set it on a gray or colored tint."
The Magic Number: 30
In the world of e-mail, the subject line is the equivalent of the headline on the space ad or take-one. But subject lines are tougher than print
headlines because you are limited to roughly 30 characters and your message is one click away from oblivion. Take a look at today's spam in your inbox. The reason it is spam is that it does not relate to you and you know it immediately.
"Focus your headline on your target group," wrote copywriter Drew Allen Miller. "If they are golfers, show golfers on the cover photo. And use the word golf in your headline. Example: 'Be a better golfer.'"
This principle applies to e-mail. Headlines matter!