Humans have very short attention spans. Add to that the time constraints of a very busy life and people barely read anything at all…unless it is too hard to resist at first glance. Headlines determine the fate of any piece of writing. Most of us when we think of headlines, think of something short and sweet. However, one of the best ads for Rolls-Royce, written by David Ogilvy, had a headline which read, “At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock”. Long but very effective. The headline conveys sufficient information about the content, praises the product without being boisterous and is clever in itself. Headlines like The Economist’s ‘To err is human. To er, um, ah is unacceptable’ are hard to forget. They stay in the reader’s mind and create quite the impression. Some headlines arouse interest by questioning the consumer, read on..
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