Good Morning
I was reading this week’s edition of the great Denny Hatch’s Marketing Blog “The Science and Art of Creating Wants.” (www.dennyhatch.blogspot.com)
Hatch wrote about how a great 1977 direct marketing ad, with a couple of very minor additions, would work like “gangbusters” today in print, email or the internet. He took apart the ad and explained why each element worked. He used a lots of quotes from the advertising and marketing greats to help make his points.
One of the parts of an ad that is very important is the headline. I and Hatch could expound at great lengths on getting the headline right, but I thought I would let the great Ad man David Ogilvy explain it in the following quotes;
• “On 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 advertising dollar.” -David Ogilvy
• “Headlines that promise benefits sell more than those that don’t.” -Ogilvy
• “Your headline should telegraph what you want to say-in simple language.” -Ogilvy
• “Readers do not stop to decipher the meanings of obscure headlines.” -Ogilvy
• “The more typographical changes you make in your headline, the fewer people will read it.” -Ogilvy
• “Some headlines are ‘blind.’ They don’t say what the product is or what it will do for you. They are about 20 percent below average in recall.” -Ogilvy
• “When you put your headline in quotes, you increase recall by an average of 28 percent.” -Ogilvy
The next time you’re developing your marketing piece and considering not adding a headline, remember the words of David Ogilvy.
Till next week, stay healthy,
Great Things Happen, But You Have To Take Action NOW!
Philip Freedman
Your Doctor of Customer Acquisition, Retention and Enhancement
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