I do love writing headlines.
I think I delete about 99% of them before I present them to the client.
And it’s rare I actually get to write them these days.
When I was in the agency world, I didn’t really have the time (or quiet space) to really sit down and let the pen flow as much as I’d have liked.
So it’s great when I get the chance to do it now.
Like today.
I am always reminded of advice from Sally Hogshead about writing headlines.
She says to find the one headline you need to write 100.
There’s a famous image of the 800 headlines she wrote for BMW when she needed just eight of them.
Sally has won a large clutch of awards over the years, so she knows her headlines.
Yes, some of those in the above image aren’t great; some might be called stinkers.
That’s the point.
To find the gold you have to sift through a lot of crap.
Today I’ve written just 62 headlines.
I have three selected so far.
I need five.
Just another 438 headlines to write then.