Ever seen a killer headline in action? Advertising Mad Man David Ogilvy knew their power and how they connect the reader to the copy.
On the 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 dollar.
In 2012, fuel tanker drivers threatened to strike, causing chaos at petrol stations nationwide. Motorists across the UK were advised to stockpile petrol in jerry cans, or at least top up whenever their fuel tank was half-full.
A glance at the newspapers revealed the political unrest, unease, and anger that surrounded the situation.
Killer headline writers in action
Here’s a selection from one day during the crisis.
“A fuel crisis made in Downing Street” (The Times)
“Ministers blamed for fuel shambles as panic grows” (Daily Telegraph)
Pandemonium at the pumps” (Daily Mail)
“Time to stop the petrol panic” (Daily Express)
“Total panic” (The Sun)
“As petrol pumps run dry, the blame game begins: despair inside coalition over gaffe” (The Guardian)
“Panic stations” (The Independent)
“Britain is back in recession (i)
“This petrol panic doesn’t add up” (Metro)
Headlines connect readers to stories
The best headline, by far?
“Out-of-touch Tories: Everybody was kung fuel fighting” (Daily Mirror)
Glorious, isn’t it?