So how do you make sure that more than 20% do?

David Ogilvy said, "The headline is the most important element in most advertisements. It is the telegram which decides the reader whether to read the copy.”

So, while there are dozens of best practices for your crafting a great headline, I’m only going to share my favorite 6 with you.

#1. State The Pain Point x Add The Wanted Desire

#2. Define The Outcome x Explain What Creates The Outcome

#3. Value Creation x Tackle The Objection Behind It

#4. State The Value Proposition

#5. List The Benefits

#5. Differentiate Your Product x Why Your Product

Putting It All Together

For best results, make sure to run multiple A/B tests to formulate the winning headlines.

Like David Ogilvy said, "On 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.”

By using these formulas you can maximize every cent of that dollar.