The Power of Headlines: Why Great Ads Start with One Line

“On the average, five times as many people read the headline as read the body copy”

-David Ogilvy

What does this mean? If your headline doesn’t grab attention, the rest of your message is wasted.

The 5 Key Roles of a Headline

According to research from Rhea+Kaiser and CoSchedule, headlines serve these essential functions:

Capturing Attention – We are overwhelmed with content everywhere we look online. A compelling headline will probably be your first (and sometimes only) chance to make them stop scrolling.
Maintaining Interest – A good headline sets the tone and ensures the audience remains engaged.
Arousing Curiosity – Effective headlines create a curiosity gap, making the reader want to find out more.
Simplifying the Message – A headline distills complex ideas into a concise, digestible statement.
Conveying Value – The best headlines immediately answer, “What’s in it for me?”

The Attention Span Problem

Research shows attention spans are shrinking.
Social media has trained users to scroll quickly, making headlines more important than ever.
Even educators are adopting a “headlines first” approach to engage students more effectively. (Harris, 2015, Journal of Food Science Education)

With these factors in mind, let’s explore the psychology behind what makes a headline irresistible.

The Science Behind Attention-Grabbing Headlines

Cognitive Fluency (Ease of Processing)

People are drawn to information that is simple and easy to understand.

Example: How to Write Headlines That Convert in 5 Minutes

How to use it: Keep headlines short, clear, and familiar.

The Von Restorff Effect (Isolation Effect)

Unexpected or unusual headlines stand out and are easier to remember.

Example: STOP! If You’re Writing Ads Without This, You’re Losing Money

How to use it: Experiment with bold statements or unconventional phrasing.

Loss Aversion (Pain vs. Pleasure)

People are twice as motivated to avoid loss than to gain something.

Example: Are You Making These 3 Costly Marketing Mistakes?

How to use it: Frame headlines in terms of avoiding mistakes or risks.

The Serial Position Effect (Primacy & Recency Bias)

Readers remember the first and last words in a headline best.

Example: Boost Your Conversions With These 5 Headline Secrets

How to use it: Place the most important words at the beginning or end.

The Negativity Bias

Negative headlines often drive more engagement than positive ones.

Example: Why Most Facebook Ads Fail (And How to Fix Yours)

How to use it: Highlight problems, warnings, or common mistakes.

Pattern Interrupt (Surprise & Novelty)

The brain ignores repetitive content, so unexpected words, emojis, or phrases grab attention.

Example: 🛑 You’ll Never Write Headlines the Same Way Again

How to use it: Use unusual words or punctuation.

Time Sensitivity & Urgency

People are more likely to act when there’s a time limit.

Example: Only 24 Hours Left: Get This Marketing Playbook for Free!

How to use it: Use words like “Now,” “Today,” “Limited Time”.

The Information Gap Theory (Curiosity Gap)

People feel compelled to fill gaps in their knowledge.

Example: The Secret to Writing Ads That Convert

How to use it: Leave out just enough information to spark curiosity.

The Zeigarnik Effect (Unfinished Curiosity)

People remember unfinished tasks better than completed ones.

Example: Why This One Copy Hack Works Every Time

How to use it: Start a thought but leave it incomplete.

The Socratic Method (Question-Based Engagement)

People naturally answer questions in their minds when they read them.

Example: What If You Could Write Ads Like Ogilvy?

How to use it: Ask thought-provoking questions.

The Pratfall Effect (Flaws & Vulnerability)

People trust those who admit their mistakes.

Example: I Used to Write Terrible Headlines—Until I Learned This

How to use it: Share a personal failure or mistake.

The Contrast Principle (Big Promise vs. Small Effort)

People love big results with minimal effort.

Example: Write High-Converting Headlines in Just 5 Minutes

How to use it: Highlight quick wins and simple solutions.

How You Can Apply This to Your Business

Writing great headlines isn’t just for big brands like Rolls-Royce or Apple. Small businesses can use these principles to attract more customers, improve their marketing, and increase sales.

Here’s how:

Research First

First, if you research these 4 things, you’ll have a much easier time impacting your customers in a profound way.

Customer Research

If you thoroughly understand your customer. Understand their dreams, pains, frustrations, and the roadblocks they’re going through, you’ll be able to position your headline (and overall message for your business) in a more impactful way.

Product Research

If you thoroughly understand your product, and the deep benefits it has to transform your customers in a unique way, you’ll be able to position your product in a more impactful way.

Competitor & Market Research

If you understand your competitors' position, you'll be able to find gaps that your product or service can fill in a unique way with your messaging.

Once you deeply understand your customers, product, and competitors, you can write headlines that speak directly to their needs, pain points, and desires. Here’s how you can apply this research in your marketing.

Use Headlines That Speak to Your Audience’s Pain Points

Before: “We Offer Affordable Plumbing Services”

After: “Leaky Faucet? Here’s How to Fix It in 10 Minutes (Without a Plumber)”

Why? This taps into curiosity, problem-solving, and loss aversion (they might lose money on an unnecessary repair).

Grab Attention with a Strong, Unique Hook

Before: “Best Coffee in Town” After: “Why Locals Say This Coffee is Better Than Starbucks”

Why? This uses social proof and curiosity to draw people in.

Create Urgency to Encourage Immediate Action

Before: “Sign Up for Our Gym Membership”

After: “Only 5 Spots Left! Get 50% Off Your First Month – Offer Ends Tonight!”

Why? This leverages time sensitivity & scarcity to drive action.

Test Your Headlines on Social Media & Ads

If you’re running any headlines on Facebook or Google ads, you can try to test multiple versions of your headline to see what performs best.

Example: Run an A/B test between:

“How to Lose 10 Pounds Without Giving Up Pizza”
“The Simple 3-Step System for Dropping 10 Pounds Fast”

The winner tells you what resonates most with your audience, and you can keep optimizing until you hit your goal.

Keep It Simple & Easy to Read

People skim content, so make headlines short, clear, and benefit driven.

Example: “Stressed About Taxes? Here’s How to File in 30 Minutes”

Makes it easier to read (cognitive fluency) to increase engagement.

Why Great Headlines Make or Break Your Content

“When you have written your headline, you have spent eighty cents out of your dollar.”