Your headline is the first thing that people see when they visit your blog, see your content on social media, or come across your website on a search engine result page. the cost vs benefit equation isn’t satisfied, you will lose them because they will move on to something more exciting within seconds.
If you don’t grab the attention of the reader, i.e. Here’s the concept illustrated: What’s happening in your visitor’s brain when facing an headline (Image source: ) The more specific the benefit, the more likely the visitor is to click. The job of the headline is to indicate the benefit and to make a promise to the visitor that it’s worth it. “Before any of us click anything, we do a split second cost-benefit calculation. The role of a good headline is to make a promise, as Andy Cristodina, co-Founder and CMO at Orbit Media, clearly explains: In today’s world there’s no shortage of content. Now, think of this: if headlines were so important in Ogilvy’s days, don’t you think they are even more important now when we are always being pulled in countless directions? There’s an email from a friend, a cousin left a comment on your vacation photo, there are three blog posts you want to read, there’s a new podcast episode, two of your favorite YouTubers just got into a feud…Īnd then there are all the Google, Facebook, Instagram, YouTube, and podcast ads. And every time we go on the Internet, we are bombarded with attempts to get our attention. We all have a gateway to unlimited socializing, entertainment, and knowledge in our pockets. For most of Ogilvy’s life, the media consisted of newspapers, magazines, radio, and TV.Ĭan you remember what it was like before the Internet, social media, and smartphones? That was Ogilvy’s world.Īnd that world is gone now. However, despite all the political turmoil, unprecedented violence, and dizzying technological advancement, in some ways, it was also a much quieter time. The 20th century was also a century of astounding technological innovation in which airplanes went from a nascent technology to an ordinary mode of transport, computers became a consumer item, and the world was connected by the Internet. He lived through the birth and the collapse of the Soviet Union, the slow death of the British empire, two world wars.
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