David Ogilvy headlines Recipe: How to Write Headlines That Sell, 11 Variables.

The headline is the most important aspect of most advertisements, whether for a product, a copy, or a copy as a product. Typically, 80% of readers or customers will start reading from the headline, while only 20% will begin with the main body of the text. This makes the headline crucial for capturing the reader's attention and drawing them into the rest of the content.

Below is a healing model proposed by David Ogilvy.

	David Mackenzie Ogilvy was a prominent figure in advertising, the creator of Ogilvy & Mather, and referred to as the "Father of Advertising." Educated at the Gallup research organization, he credited the effectiveness of his campaigns to thorough research on consumer behavior. His most notable campaigns feature Rolls-Royce, Dove soap, and Hathaway shirts.
	David Ogilvy Book: Confessions of an Advertising Man: David Ogilvy, Sir Alan Parker: 9781904915379: Amazon.com: Books amazon.com

How to write a headline that sells? The headline formula.

Main components of a headline that sell:

1. Name your prospects in the headline

If you sell a remedy for bladder weakness, display the BLADDER WEAKNESS in your headline. 

2. Promise a benefit in the headline

Example: for hormone cream: HOW WOMEN OVER 35 CAN LOOK YOUNGER.

3. Add NEW or FREE

Customers are always looking for new products or improvements to old products. You can seldom use FREE, but almost always, it's NEW.

4. Add more wonder phrases

HOW TO, SUDDENLY, NOW, ANNOUNCING, INTRODUCING, IT'S HERE, JUST ARRIVED, IMPORTANT DEVELOPMENT, IMPROVEMENT, AMAZING, SENSATIONAL, REMARKABLE, REVOLUTIONARY, STARLING, MIRACLE, MAGIC, OFFER, QUICK, EASY, WANTED, CHALLENGE, ADVICE TO, THE TRUTH ABOUT, COMPARE, BARGAIN, HURRY, LAST CHANCE.
They may be trivial, but they work.

5. Add emotional words

DARLING, LOVE, FEAR, PROUD, FRIEND, BABY.

6. Add brand name

Yes! Don't forget it is part of your product values.

7. Add a selling promise

Need a room?   Don't worry. The New York University School of Retailing tests that 6-12 headlines sell more than 3-6 words. 
Example: At sixty Miles an Hour, the Loudest Noise in the New Rolls-Royce comes from the electric clock.

8. Add the Bait

Always add the bait at the end to read the body.

9. Remove wordplay

Customers don't have time to understand the meaning of obscure headlines.

10. Remove the negatives

No "NO."   Readers may miss a negative word, and all message meanings will turn 180 degrees.

11. Add fullness

The headline has to be self-sufficient without the main body; remember, only 20% will read the body.

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