I was just checking my twitter account the other day when my eyes struck at one tweet among giant pool of tweets which reads as “Facebook $1billion for Instagram is a bargain”. I stopped there for a moment and read that article. After completing my morning facebook and twitter check-ups, I had nothing interesting to read. Just while pondering I realized why I was struck at only one article, which was because of interesting headline which compelled me to read that article. That is when I realized the importance of HEADLINE. Every day we come across a thousand of articles and links but we hardly bother to click a few. This is the fallout of accessible social media where sharing and posting is a child’s play. But what urges you to read/click an article is its compelling headline.
So I did some research to get to know about this “interesting headlines”. Following are some facts and figures which I have come up across a blog called jeffbullas.com of which I am an avid reader:
On average, 8 out of 10 people will read headline copy, but only 2 out of 10 will read the rest.
Advertising legend David Ogilvy had once re-written a headline for 104 times for advertisement of Rolls Royce –
“At 60 miles an hour, the only thing you hear in the new Rolls Royce is the ticking of the dashboard clock …”
Some of the best copywriters advocate spending 50% of the time writing the copy for an advertisement and 50% on the headline.
George Bush once mentioned “I glance at the headlines just to kind of get a flavor for what’s moving. I rarely read the stories, and I get briefed by people who probably read the news themselves.”
The exponential growth of media has condensed us to headlines. Today we are getting infinite messages in our inbox, articles and blogs on internet but we have restriction of time. This is where these few words of headline retain so much significance. The headline of your articles act as the advertisement of what you want to convey. Those few words connect your audience to the rest of the message. Therefore whether you are a blogger or business professional sending mails to your clients, give due importance to your headline to ensure that your ideas/messages are recognized in the crowd.
Some of the best copywriters suggest you spend your half of the entire time in building persuasive content of the headline to get maximum attention of the readers. Your headline should be unique and meaningful to attract the eyeballs of the reader. The headline should create a sense of urgency such that he is intrigued by the headline. These eye-catching headlines can help you a lot in increasing your blog traffic for your business or personal branding.
The author is a student of marketing at Indian Institute of Management, Bangalore. You can follow him on twitter at https://twitter.com/abhiism07