Let us ask you a question, what made you click on this post’s headline — whether you saw it on Facebook, Twitter, Google, or in an email?
Maybe you clicked it because it promised to solve a problem for you — how to write better headlines?
Or maybe because it promised you could learn to start writing headlines the right away?
Just like when you want to write copy for an advertisement, when doing content marketing it is crucial, to begin with, a stunning, attention-grabbing headline.
According to David Ogilvy, also known as “The Father of Advertising”, author of Confessions of an Advertising Man:
“on average, five times as many people read the headline as read the body copy. If you haven’t done some selling in your headline, you have wasted 80 percent of your client’s money.”
If you were not convinced yet, those should be some powerful words which should motivate you to start paying more attention to your headlines. Especially in today’s worlds where there is a rapidly shrinking attention span happening. Next, to that, there is advertisement everywhere and lots of content competing to get the attention of your target audience.
In other words, headlines are more important than ever!
In this blog post, we will talk you through an effective formula known as the Four U’s. The Four U’s is a strategy developed by Michael Masterson, and if you want to dig even deeper after reading this post, we suggest reading “The Copywriter’s Handbook” by Robert Bly – a must-read for copywriters, advertisers, and marketers.