Headlines That Hook

David Ogilvy's Rule

• "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."
• If the headline fails, the best product in the world won't sell.

The 4 U's of Great Headlines

• 1. Urgent: Why act now? ('Sale ends tonight')
• 2. Unique: Is it new/different? ('The first AI toaster')
• 3. Ultra-Specific: Specifics build trust. ('Lose 5kg in 20 days', not 'Lose weight fast')
• 4. Useful: What's in it for me? ('How to save money')

Proven Headline Templates

• • The 'How To': How to [Benefit] without [Pain]. (*How to lose weight without giving up pizza*)
• • The Listicle: X ways to [Result]. (*7 ways to double your income*)
• • The Secret: The secret to [Desirable Outcome].
• • The Warning: Don't buy [Product] until you read this.
• • The Question: Do you make these [Number] mistakes?