So what works? Which words help to make posts stand out from the crowd? I thought I’d analyse Econsultancy’s top posts over the past few years to try to find out. While both of these advertising gurus were referring to ads, they could just as well have been talking about headlines for other forms of content. If you’re a fan of verbs then Burnett has more than 100 that are worth bookmarking. Nevertheless, the truth is that both have their place, and both are effective. When you have written your headline, you have spent eighty cents out of your dollar.Īnother ad man, Leo Burnett believed that verbs are more powerful than adjectives, though he wasn’t comparing apples with apples when comparing ad copy and the speeches delivered by the greatest Englishman in history. On average, five times as many people read the headline as read the body copy.
Some historyĪdvertising legend David Ogilvy was of the opinion that a headline was the single most critical element in ad copy. This is where adjectives and verbs come into play. 2022: New normals for digital marketing and ecommerceĪ descriptive headline isn’t good enough, despite what the SEO Class Of 2006 might tell you, and neither is a clever pun, which will no doubt horrify traditional sports journalists all over the world.Īdding a punchy or emotive word to a headline is absolutely vital to enticing that all-important click, and it can really help encourage sharing.E-Learning: Fast Track to Modern Marketing.Achieving Omnichannel Excellence Best Practice Guide.Ratings and Reviews Best Practice Guide.Third-Party Marketplaces Best Practice Guide.Direct-to-Consumer (DTC) Best Practice Guide.Machine Learning and Predictive Analytics.
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