How to Write Powerful Headlines for Your Online Content

May 10, 2019

David Ogilvy famously wrote, “On the average, five times as many people read the headlines as read the body copy.”He wrote that in 1983 and was referring to print advertising. Ogilvy loosely attributed the statement to various research entities, tests and his own observation. I’m not saying he was wrong, but I continue to wonder why writers today quote Ogilvy as if the 5:1 ratio still holds true. You could change the 5 to 50 and you still wouldn’t even be close. Unscientifically, I’d guess 500 to 5,000 as many people read the headlines as read the body copy. I mean, c’mon, you choose NOT TO read thousands of things each day. Print advertising is a small blip on our media radar and, for most, it gets smaller each day. We have an overwhelming barrage of media branded or otherwise bombarding our senses from every angle, all day, every day.However, whether we’re talking about the print ads you probably see far less of now or the seemingly non-stop email previews you see far more of, search, social, or whatever, the important thing to take take-away is…

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mono

Philosophy: When Michael Hart, Chris Lange, and Jim Scott formed mono ten years ago, they set out to build a new culture, not just a new agency. From the very beginning, mono was designed to foster collaboration, embrace cross-disciplinary thinking, and fuel creativity and innovation.

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