The most profitable ad in history? It didn’t sell a car. It didn’t sell a phone. It sold a headline.
In 1963, David Ogilvy – often called the “Father of Advertising” – wrote a line that increased ad response by 500%. He didn’t change the product. He didn’t change the image. He changed 12 words – and they worked like magic.
Most small business owners are still guessing what makes a great headline. You tweak fonts. You boost your ad budget. You hope something sticks. But the truth? If your headline flops, everything else falls apart. The best copywriters engineer headlines. Here’s what they know – and what you need to start doing.
1. You need to write 50 headlines for every one you use.
Most business owners stop after writing one or two headlines. Pros write 10, 20, even 50 versions of the same idea. Because they know: clarity isn’t found – it’s forged.
Joanna Wiebe, founder of Copyhackers, requires clients to brain-dump dozens before selecting one. It’s not about brilliance. It’s about commitment to refinement.
More drafts lead to more insights. More insights lead to more conversions.
Volume is how pros separate fluff from fire. Write more. Judge less. Pick the best.
2. The best headlines make a promise you can feel.
Weak headlines are vague. Strong ones make you stop scrolling. David Ogilvy, one of the most successful ad men in history, put it clearly: “When you have written your headline, you have spent eighty cents out of your dollar.”
Great copywriters focus on clarity, urgency, and emotional payoff. Think: “Double Your Sales With This 3-Step Email.”
It’s not about cleverness. It’s about usefulness. Your headline must deliver a benefit the reader can picture. If it doesn’t promise something specific, it’s already been ignored.
Make your headline a no-brainer to click.
3. The pros don’t guess. They steal.
Originality is for amateurs. Pattern recognition is for pros. Eugene Schwartz, legendary author of Breakthrough Advertising, obsessively analyzed successful ads. Today’s copywriters do the same – they keep swipe files, model what works, and remix proven structures. They’re not guessing. They’re borrowing from what’s already been battle-tested.
If a headline has already generated millions, why reinvent it? Start with what’s working, then add your spin. Stealing smart is how great marketers start.
You don’t have to reinvent. You just have to recognize.
4. The timeless headline formulas still work.
Ever seen headlines that start with “How to…”, “X reasons why…”, or “The secret to…”? They’ve been used for decades because they work. They tap into timeless human desires: curiosity, clarity, and control.
Top copywriters don’t ignore these formats – they rely on them. Why? Because proven formulas mean predictable results.
Formulas aren’t lazy. They’re leverage. Use what’s stood the test of time. Then make it yours.
Why Your Next Headline Might Be the One That Changes Everything
Most ads fail before they ever begin – because the headline never stood a chance. But once you learn what the pros know, the game changes. More clicks. Lower costs. Bigger impact.
If this resonated, here’s what to do next:
→ If you’re tired of content that fills space instead of driving sales, let’s talk. Schedule a quick demo.
→ If you’re ready to turn product pages, email flows, landing copy, and more into silent salespeople for your brand, subscribe to either our Unlimited Standard Plan or Unlimited Professional Plan to get started.
Your story deserves better than generic copy.
We make it unforgettable.