17 Mar 2012

The Acid Test for Writing Headlines

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I was looking through some of my “keep files” on my computer

and below is a good one I thought could be helpful to some of you.

David Ogilvy’s 5 Point Acid Test for Headlines

Often referred to as “The Father of Advertising”, David Ogilvy
was known for his creative prowess and his insistent focus
on the “Big Idea” behind every marketing promotion.

His uncanny ability to seize marketplace attention and have
that attention translated into an abundance of sales for products,
earned him the title of “the most sought-after wizard in today’s
advertising industry”, by Time Magazine in 1962.

And, even though Mr. Ogilvy passed away in July, 1999 at the
ripe age of 88, his marketing and advertising discoveries
continue to live on through the many successful promotions
and campaigns influenced and shaped by his genius.

What was the SECRET behind his ability to develop and
spot winning promotion after winning promotion??

Well, there were several things.

Let me share just one with you here:

Because David Ogilvy understood the acute importance
and role of the headline in any and every marketing
piece, he developed and used a 5 Point “Headline Acid Test”
to determine whether a marketing piece truly contained
the desperately needed “Big Idea”.

This same “test” is still used to this very day by marketers
all over the world to radically increase their odds of launching
a fruitful marketing campaign.

It can easily do the same for you.

If you were savvy… like I believe you are… you’ll begin
using this “Acid Test” immediately in your own business
for your own headlines and promotions.

Without further ado, here it is…

David Ogilvy’s 5-Point Headline Acid Test:

1. Did it make me gasp when I first saw it?
2. Do I wish I thought of it myself?
3. Is it unique?
4. Does it fit the strategy to perfection?
5. Can it be used for 30 years?

Now, keep in mind…

Ogilvy’s company didn’t just throw together a headline and
hope it met these essential criteria.

Far from it!

Ogilvy & Mather, his world-famous advertising agency, used
a very methodical and strategic process for coming up with
their winning headlines.

Much of what they did was made famous by marketing legend and
one of advertising’s most effective copywriters, John Caples, in his
perennial marketing books.

And, frankly, that’s why marketing experts like Jay Abraham and
Clayton Makepeace recommend every marketer read Caples’
works every single year… year after year.

Because in the pages of such greats like Caples… and almost
a dozen others… you’ll find the gems of the most effective
marketing principles of yesteryear and today.

Don’t be fooled by the shiny new marketing tactics
and software being peddled online today…

…you’ll find the most effective, time-tested and proven
marketing breakthroughs waiting for you in the annals
of the greats and legends of marketing.

Winston Churchill summed it up best, “The farther backward
you can look, the farther forward you are likely to see.”

I hope you enjoyed this wisdom as I did!!

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