{"id":4091,"date":"2016-11-16T16:00:10","date_gmt":"2016-11-16T10:30:10","guid":{"rendered":"https:\/\/www.rankwatch.com\/blog\/?p=4091"},"modified":"2023-05-30T11:35:07","modified_gmt":"2023-05-30T06:05:07","slug":"david-ogilvys-50-50-rule-and-how-it-can-improve-your-content-marketing","status":"publish","type":"post","link":"https:\/\/www.rankwatch.com\/blog\/david-ogilvys-50-50-rule-and-how-it-can-improve-your-content-marketing\/","title":{"rendered":"David Ogilvy\u2019s 50-50 Rule and How it Can Improve Your Content Marketing"},"content":{"rendered":"

\"David-Ogilvy\u2019s-50-50-Rule-and-How-it-Can-Improve-Your-Content-Marketing\"<\/a><\/p>\n

When you develop a post for your company\u2019s blog, how much time do you spend brainstorming the topic, writing the copy, and revising the end product? A few hours? Now, think about how much time you spend developing the headline. You probably throw it together in 60 seconds, right?<\/p>\n

\"David-Ogilvy\u2019s-50-50-Rule-for-content-marketing\"<\/a><\/p>\n

Well, successful advertiser David Ogilvy is quick to point out that five times as many people read the headline as the body. If that\u2019s true, then doesn\u2019t the headline deserve more of your focus?<\/p>\n

David Ogilvy\u2019s 50-50 Rule<\/h2>\n

\"David-Ogilvy\u2019s-50-50-Rule<\/a><\/p>\n

David Ogilvy believed in abiding by rules of thumb in order to increase efficiency and drive higher returns on a consistent basis. One such rule of thumb he developed is the 50-50 Rule. It states that you should spend half of the time it takes you to develop a piece of content on the headline. So, if it takes you two hours to write a post, then you should spend an hour coming up with the headline. If it takes you four hours to write an article, you should spend two hours on the title.<\/p>\n

Ogilvy believed so strongly in the power and influence of headlines that he once rewrote the following headline for an automobile advertisement more than 100 times: \u201cAt 60 miles an hour, the only thing you hear in the new Rolls Royce is the ticking of the dashboard clock\u2026\u201d<\/em><\/p>\n

But Ogilvy isn\u2019t the only one to believe in the power of the headline. As blogger Brian Clark explains<\/a>, master copywriter Gene Schwartz would often spend an entire week working on the first 50 words of a sales piece.<\/p>\n

While Ogilvy lived in an era dominated by print advertisements and content, he was onto something. Now, in an age of social media, his 50-50 Rule rings truer than ever before.<\/p>\n

Think about the volume of content you\u2019re exposed to on social media. Most of the content you see shows nothing more than a headline and a thumbnail image. Much of your decision to click on an article is directly tied to the headline. And you aren\u2019t alone. This is the way everyone interacts with content in 2016.<\/p>\n

\u201cOgilvy might even have underestimated how valuable headlines are,\u201d marketer Pam Neely suggest<\/a>s. \u201cIn the world of social sharing, your headline may be the only part of your post that people read. That\u2019s because most of us aren\u2019t reading the articles we\u2019re sharing. We just see the headline, the source, and maybe a catchy image. And we share.\u201d<\/p>\n

Six Tips for Better Blog Headlines<\/h2>\n

\"Six-tips-for-better-blog-headlines\"<\/a><\/p>\n

If the idea of spending more than five minutes brainstorming and writing a headline sounds impossible to you, then you don\u2019t have an accurate picture of the value of headlines. Spend some time researching the role headlines play in search rankings, social shares, clicks, and conversions and you\u2019ll begin to see a clear picture unfold.<\/p>\n

But where do you start? Besides just spending more time coming up with headlines, what can you do to come up with better<\/em> headlines? Here are a few tips and suggestions that have worked for other successful content marketers:<\/p>\n

Use Numbers<\/h3>\n

\u201cNumbers are a time-honored trigger to get your readers to pay attention to your content,\u201d blogger Mike Hamers says<\/a>. \u201cWhen you use a number in a headline, whether in a blog post, an e-mail subject line, an advertisement, etc., you immediately hook the reader\u2019s interest.\u201d<\/p>\n

You\u2019ve seen numbers in many successful headlines, but why exactly do they work? For starters, they provide a clear promise and distinct structure. If you have a headline that reads Wash Your Car in 8 Easy Steps<\/em>, then the reader knows exactly what they\u2019re getting. There\u2019s no question what the article will be about.<\/p>\n

Secondly, the human brain likes numbers. We feel comfortable with lists and are drawn to simple numbers like 3, 7, 10, and 12. As Hamers says, \u201cIn a world of vague promises where words and names are diluted beyond any value, a small number holds the promise of meaning, integrity and accessibility.\u201d<\/p>\n

Use Strong Words<\/h3>\n

Have you ever noticed how some people have an uncanny ability to influence people with their words? Think of great orators like Winston Churchill, Ronald Reagan, and Barrack Obama. Their words consistently pierce their audiences and move them to action.<\/p>\n

\u201cIt\u2019s no accident,\u201d entrepreneur Jon Morrow notes<\/a>. \u201cSmart speakers, as well as their speechwriters, sprinkle their speeches with carefully-chosen power words, drawing the audience from one emotion to another as skillfully as any novelist or screenwriter.\u201d<\/p>\n

When writing headlines, you should try to use strong and powerful words as well. These include fearful words \u2013 such as agony, horrific, searing, teetering, and vulnerable \u2013 encouraging words \u2013 like bravery, courage, jubilant, and miracle \u2013 and even promiscuous words \u2013 such as sensual, scandalous, hypnotic, and tantalizing.<\/p>\n

Keep it Short and Simple<\/h3>\n

Headline length is something that has been discussed for years. What\u2019s the optimal length? Well, there isn\u2019t an official answer. It depends on what you\u2019re doing. However, most experts agree that short and simple is best.<\/p>\n

Blogger Julie Neidlinger has studied this topic<\/a> a good bit and has come to the conclusion that it\u2019s best to stick with short headlines that are five words or less and information-rich. That may seem like a contradiction, but it\u2019s usually possible.<\/p>\n

When you stick to five words or less (and it could be six or seven words if you need it to be), you\u2019re forced to cut out the fluff and focus on what really matters. As a result, your audience doesn\u2019t have to sift through extra verbiage to decide whether or not to click or share.<\/p>\n

Even more important than the length is the order. You should try to frontload your headlines with all of the important words at the beginning. This matters for a few different reasons. First off, you don\u2019t want your keywords to get cut off by search engines or other platforms that clip titles after a certain number of characters. Secondly, people tend to notice the first word of a headline first.<\/p>\n

\u201cSo, for example, \u2018The 3 Best Methods For Training Cats\u2019 is fine, but it might be better written as \u20183 Cat-Training Methods That Top The List,\u2019\u201d Neidlinger points out. \u201cYou give your reader the best part at the start.\u201d<\/p>\n

Instill Urgency<\/h3>\n

People respond quickly when they feel like time is of the essence. This is why many of the world\u2019s greatest writers instill urgency in their headlines. (Just read this article<\/a> by entrepreneur Marcus Taylor to find out how he increased sales by 332 percent as a result of instilling urgency in his audience.)<\/p>\n

But what does instilling urgency in a headline look like? Well, there are many different techniques. You can set a deadline by using phrases like \u201ctomorrow\u201d or \u201cby 5 p.m.\u201d You could also use time-sensitive language like \u201cdon\u2019t miss out.\u201d You can even create demand with scarcity by telling your readers that you have a \u201climited time offer\u201d or are \u201crunning out.\u201d<\/p>\n

You never want to lie to or deceive your readers, but you can use urgency to move them along. Just one or two words can completely change your entire piece of content.<\/p>\n

Take Five Minutes<\/h3>\n

Even if you don\u2019t have a plan for writing different headlines, here\u2019s one thing you can do. Take five minutes between the time you finish writing your content and when you plan on publishing. Use the entire five minutes for brainstorming. Pull out a blank piece of paper, grab a pen, and just start writing things down. Whatever comes to mind is fine.<\/p>\n

At the end of the five minutes, you should have 10, 20, or 30 different headlines and dozens of other words and ideas floating around the page. Chances are, you\u2019ll be able to use this collection of phrases to come up with a headline that\u2019s exponentially more powerful than the headline you would have jotted down in less than a minute.<\/p>\n

Ask for Input<\/h3>\n

You are only one person, which means you\u2019re limited by your own sense of creativity and experience. If you really want to diversify your headlines and create titles that draw people in, tap into the resources you have around you.<\/p>\n

The best thing you can do is ask for input. Send your content to four or five trusted coworkers or friends and ask them to each give you two different headlines. You\u2019ll be surprised by the diverse responses you receive. If nothing else, a headline they suggest may set you off in an entirely new direction.<\/p>\n

Stop Undercutting Your Content<\/h3>\n

\"Stop-Undercutting-Your-Content\"<\/a><\/p>\n

You may be the best content writer in the world, but you certainly aren\u2019t getting the maximum return on your investment if you aren\u2019t spending enough time writing headlines. You\u2019re essentially undercutting and devaluing your work.<\/p>\n

You don\u2019t have to rigidly follow David Ogilvy\u2019s 50-50 Rule or rewrite a single headline 104 times, but you should be spending more than 30 seconds on it. Use the 50-50 Rule as a guide and make sure you\u2019re giving your headlines enough attention.<\/p>\n","protected":false},"excerpt":{"rendered":"

When you develop a post for your company\u2019s blog, how much time do you spend brainstorming the topic, writing the copy, and revising the end product? A few hours? Now, think about how much time you spend developing the headline. You probably throw it together in 60 seconds, right? Well, successful advertiser David Ogilvy is […]<\/p>\n","protected":false},"author":82,"featured_media":4097,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"spay_email":"","footnotes":""},"categories":[32],"tags":[],"class_list":["post-4091","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing","entry"],"acf":[],"yoast_head":"\nBoosting Your Content Marketing: David Ogilvy's 50-50 Rule<\/title>\n<meta name=\"description\" content=\"David Ogilvy adhered to rules of thumb to increase efficiency and drive higher returns. 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