SAN FRANCISCO SCHOOL OF COPYWRITING
  • Home
  • Courses
    • Copywriting 101
    • How to Create an Advertising Portfolio From Scratch
    • Direct Response Copywriting
    • 360 Copywriting Online
  • ABOUT
  • CONTACT
  • BLOG
    • Copywriting Lessons from David Ogilvy
    • 9 Copywriting Lessons from Robert Collier
    • 9 Copywriting Lessons From John Caples
    • 8 Copywriting Lessons from John Powers
    • Scientific Advertising: 10 Copywriting Lessons from Claude Hopkins
    • A Review of Current AI Copywriting Tools
    • Top San Francisco Ad Agencies
    • Learn How To Write Conversationally To Engage Your Audience
    • Top Skills for a Copywriter
    • Launch A Career In Advertising With These Top Portfolio Schools
    • UX Copywriting and Short Copy ​
    • Discover How To Write Killer Copy That Converts
    • What is Copywriting? >
      • What Alternative
    • 10 Great Headlines from Classic Ads
    • Why Tone Can Make or Break Your Copy
    • How to Use Statistics, Facts and Quotes to Craft Compelling Copy
    • Great Copywriters Use Verbal Imagery to Tell a Story
    • Master the Art of Headline Writing!
    • Here’s How to Get Portfolio-Building Copywriting Gigs
    • What Volkswagen’s ’Think Small’ Teaches Copywriters
    • 5 Brands with Amazing Copywriting Teams
    • Master Hard and Soft CTAs for Superior Sales Writing
    • The Ultimate Checklist for Blog Copywriters
    • 10 Mistakes Even Experienced Copywriters Make
    • Read These 4 Books to Become a Better Copywriter
    • Sales Writing: How to Create Attention Grabbing Headlines
    • How to Create Persuasive Sales Copy
    • Proven Copywriting Methods Emotional Advertising
    • How to Write Good Copy : Preparation Techniques
    • Copywriting Secrets: 8 Powerful Ways to Add Proof and Credibility
    • Copywriting Cheat Sheet: Write Powerful Copy Quickly and Easily
    • Copywriting Insights: How to Test Ad Copy for Best Results
    • Write Effective Ad Copy: No Fail Secrets and Tips
    • What Never to Do When Writing Compelling Copy for Sales
    • How to Write Copy That Sells – Use Benefits
    • 7 Ways to Improve Your Copy Immediately
    • A Day in the Life of a Copywriter
    • Coffee, Copywriting, and Freedom
    • Copy is Everywhere
    • Direct Response Copy Sells
    • The Pros and Cons of Copywriting Part–Time
    • Three Tips to Write Copy that Converts
    • Two of the Biggest Mistakes Beginning Copywriters Make
    • Why Copywriting Makes a Great Second Career
    • Why I Love Being a Copywriter
    • Landing Pages that Work - Copy that Converts
    • The Next Big Idea: Creative Advertising Ideation
    • Copywriting Certificates: Online Copywriting Classes
    • The Advertising Museum Tokyo: Copywriting Fun
    • How to Tell a Great Brand Story
    • 20 Great Headlines from Classic Ads
    • Top London Ad Agencies
    • The Top 10 Best Copywriting Books
    • Copywriting Courses & Resources
    • Copywriting Formulas to Write Faster: AIDA, Problem Solution and More
    • Sales Letters: Broken Down by Parts
    • Copywriting Research Tips, Tricks and Secrets
    • How to Grow Your Email List
    • What is Creative Advertising
    • Ideation and How to Find the Next Big Idea
    • Creative Advertising Methods and Madness
    • Paths to Becoming a Copywriter
    • Great Print Ads - Creative Advertising That Rocks
    • Great Outdoor Ads - Creative Advertising That Works
    • Underground Ads - Creative Advertising in England
    • 10 Great Email Subject Lines
    • Email Marketing Types: Long, Short, Creative and More
    • Email Copywriting Tactics
    • How to Grow Your Email List
    • Autoresponder Copywriting: How to Do It Write
    • Copywriting Examples: Social Media
    • 6 Free Copywriting Courses
    • Where You Can Get a Copywriting Certificate Online: Copywriting Training
    • Top American Ad Schools
    • 10 Ad Schools for College Graduates
    • These Direct Response Letters And Campaigns Delivered Great Results - Yours Can Too
    • How To Break Into Advertising
    • The Creative Advertising Bible: The Value Of Great Guerrilla Ad Campaigns (With Examples)
    • Content Writing Vs. Copywriting: What's the Difference?
    • SEO Copywriting: How Does Search Engine Optimization Factor Into Copywriting?
    • Show and Tell: 7 Ways to Write Strong Video Copy
    • Short, Sweet, and It Sells: How to Trim the Fat From Your Sales Copy
    • Digital VS Print Ad Copy: How to Write the Difference
    • How to Craft the Ultimate Product Description
    • B2B VS B2C Sales Copy: 6 Crucial Differences You Should Know About
    • The Next Big Idea: Creative Advertising Ideation
    • Email Marketing: 12 Tips for Getting It Right
    • Landing Pages and Lead Magnets: Everything You Need to Know
    • How to Do Better Creative Advertising: Why and How It Works
    • Where to Take Copywriting Classes in the San Francisco Bay Area
    • Why San Francisco Business Owners Need to Know Copywriting
    • How to Break Into the Copywriting Industry
    • What Everybody Should Know About Online Advertising Portfolio
    • Copywriting for Beginners: 10 Quick Tips
    • Don’t Let Imposter Syndrome Keep You from Writing Great Copy
    • How to Design Great Digital Ads
    • Ad Campaigns: Nike Just Do It
    • Copywriting Examples: Google Ads
    • Best Copywriting Resources: Magazines, Organizations and More
    • How to Practice Copywriting
    • How to Build a Brand With Copywriting
    • Copywriting Grammar Review: 10 Common Grammar Mistakes
    • Copywriting Grammar Review: When to Use Commas
    • Our Top 10 Conversion Rate Optimization Copywriting Tips
    • Urgent, Useful, Unique, Ultra-Specific: How to Boost Your Copywriting with the Four U’s
    • Great Ad Campaigns: Apple 1984
    • Great Ad Campaigns: “Mikey Likes It”
    • Great Ad Campaigns: "When EF Hutton Talks"
    • Great Ad Campaigns: "We Make Money the Old Fashioned Way"
    • Great Ad Campaigns: Daisy
    • Great Ad Campaigns: Absolut Vodka
    • Top San Francisco Ad Agencies
    • Top 6 1960s Ad Campaigns and What You Can Learn From Them
    • Top 10 1970s Ad Campaigns and What You Can Learn From Them
    • Top 7 1980s Ad Campaigns and What You Can Learn From Them
    • Top 10 1990s Ad Campaigns and What You Can Learn From Them
    • Why Does Creative Advertising Matter?
    • How Can AI Copywriting Tools Make Me a Better Copywriter?
    • Why Should You Enter Advertising Contests as a Copywriter?
    • 10 Tips for Writing Captivating Social Media Copy
    • Tips for Improved Direct Response Copywriting
    • Copywriting Pro-Tip: Highlighting Benefits Over Feature
Picture

10 Great Headlines from Classic Ads

Headlines are one of the most important aspects of any piece of copy. Discover how to use classic Ads of yesteryear to create some incredible pieces of content that will convert. 

Are you keen to catch attention with your content? If so, then you need to make sure that you are writing headlines that dazzle your audience and connect with them directly. 

Headlines are a key reason why some content will go viral and even gain media attention. Of course, if users share your content, then you’re expanding the reach. You could potentially ensure that your conversions go through the roof. 


Simple elements boost the performance of a headline too. For instance, according to BuzzSumo in 100 million headlines surveyed the phrase “will make you” led to double the shares on Facebook. That’s a massive impact. 

Of course, headlines can also be a great source of inspiration for other pieces of copy. You can take classic headlines from the past and restructure them into subject lines that your audience won’t be able to resist.

Let’s take a look at some of the most famous examples of headlines and how they can be used the right way. won’t be able to resist. Let’s take a look at some of the most famous examples of headlines and how they can be used the right way. 


At 60 Miles An Hour, The Loudest Noise In The New Rolls-Royce Comes From The Electric Clock 


Back in 1963, David Ogilvy published a book known as ‘Confessions Of An Advertising Man.’ The book established key elements that the industry expert had used to reach customers including fantastic headlines. 

The example above was Ogilvy’s personal favorite. He claimed that the entire advertisement included nothing but facts and this is certainly highlighted in the headline. Indeed, the headline is a clear example of speaking to the audience rather than speaking for the business.

It also highlights a key benefit of the product in question that immediately separates it from alternatives. There’s a reason why this is the most famous and most successful headline Rolls Royce has ever run. 

Car companies do use a similar structure for their subject lines. They highlight a key benefit of a model when it is launched and pitch it to the user.


​How Women Over 35 Can Look Younger

This subject line appeals to the reader's self-interest. It appeals to their vain side, it makes them want to look younger than they are, and that is the kind of thing that sells.

But, as well as this, it also uses simple language so that everyone can understand, pushing it more towards personal copy than something that people look away from. If you’re using complex words, some of your readers might not understand what you are trying to get across, and this is not going to make for a good ad.

People aren’t interested in what they don’t get, so it’s important that you’re using universal words, while still appealing to the self-interest of your target audience. 


The Man In The Hathaway Shirt

Using a story to draw the attention of your readers is one way to make sure people take an interest. This is going to be geared more towards ads than being used as a subject line because the picture is important. You want to add a ‘story appeal’ to your ad and you can do this through the headline and the photographs.

People are going to look at these two things and want to know more about what is written in the content. That’s what made this ad so successful, the implication in the headline is that there is a story to tell, and you can use this to entice your readers into reading the content itself.


It’s Mutiny To Mix A Gin-And-Tonic Without Schweppes

The aim of this headline is to suggest that if you like gin-and-tonic - the product - you need to know about Schweppes - the brand. Indeed, it suggests that it’s impossible to love gin-and-tonic if you’re not familiar with this product.

This is definitely playing on the idea of FOMO but it also throws some humor into the mix. Humorous or witty headlines are popular for subject lines because they feel more personal. Interestingly, there is another version of this headline:


​“Schweppes discovers America - and vice versa!”


While still a clever angle, it fails to effectively single out the prospect. The previous version that Ogilvy preferred suggests that there should be no other option than the product in question. 

‘They Laughed When I Sat Down At The Piano - But When I Started To Play’

Back in 1927, this ad was created and since then, it has become potentially the most swiped ad ever. The ad is all about proving that conceptions are not always correct and this can make for an excellent subject line.

It’s about bringing that wow factor to your ad or your subject line and proving people who at first thought one thing about you, to be wrong. If you are advertising the chance to learn something new then this ad is a great one to take notice of.

The subject line alone catches your interest and then leads you into something that you didn’t know you wanted. 


Do You Make These Travel Mistakes?

This is another famous example of a headline created by John Caples. The headline is asking the audience a question that makes it immediately personal and direct.

It also suggests that the copy they are about to read will solve a problem that they have. This is always the recommended approach to creating copy. Present a problem - travel mistakes - explain the solution, and offer the product as part of that solution.

A question like this can work for a wide variety of subject lines:

Losing The Battle Against Spam?

Are You Guilty Of SEO Errors?

Get Rid Of Money Worries For Good 


This is another example of presenting a problem that the audience might have and preparing to deliver the solution. Notice in this example that there is also a hint of a definitive solution.

The words “for good” here suggest that people are never going to need to worry about issues with their finances for good. The word “rid” also highlights the urgency and an issue that they need to deal with right now.

It’s easy to create a subject line like this, once against highlighting a problem the audience is facing:
  • Say Goodbye To Backpain Forever
  • High Bounce Rate? Not Anymore 
  • The Ultimate SEO Fix 

Buy No Desk Until You’ve Seen This Sensation Of The Business Show 

This is a very strong, stopper type of headline. It gives you a command, makes you want to listen to what the headline is saying. You can adopt this for many different industries, and your subject line would follow the idea of ‘don’t do this until you’ve done that’.

It gives your readers an incentive to want to look at what you have told them to, as it gives them the fear of missing out, implanting the idea that there is something better for them.

This is one of the best tactics you can use to interest people in what you are selling as opposed to other companies. Your subject lines that follow this kind of idea will have people eager to read your content.

For example, you could write something such as ‘don’t purchase this trend, until you have seen our latest designs’ or something along these lines.


Who Else Wants A Screen Star Figure?

An ad like this appeals to the reader who wants to be accepted. It provides a solution to a problem they think they have, giving them the chance to have a screen star figure rather than the one they have currently. 

As well as this, the headline captures the emotions of the reader. It highlights their doubts, their uncertainties, and suggests that they are not alone. As such, this is going to appeal to a group identity and a group that they wanted to be connected with. 


This can be used for many different purposes in different industries and still provide the same powerful message. If they have a problem, you have a solution.

They Grinned When The Waiter Spoke To Me In French - But Their Laughter Changed To Amazement At My Reply

This ad was written by Caples, to promote a method of learning a foreign language quickly, and without having to visit the country. At the time, learning a language was something that you could only do in school or when you went abroad, but with the method being advertised, this was no longer the case.

You can adapt this kind of headline to a subject line for an email, shortening it to something that is more snappy. The point here is that people were shocked the man knew how to speak French, having not studied in a classroom or overseas.

​This type of subject line could be great for any language app, keeping the premise the same, but changing the words to suit your product.

Start using these headlines as inspiration for your own subject lines and you will be amazed at the results they could bring.



FREE COURSE
  • Home
  • Courses
    • Copywriting 101
    • How to Create an Advertising Portfolio From Scratch
    • Direct Response Copywriting
    • 360 Copywriting Online
  • ABOUT
  • CONTACT
  • BLOG
    • Copywriting Lessons from David Ogilvy
    • 9 Copywriting Lessons from Robert Collier
    • 9 Copywriting Lessons From John Caples
    • 8 Copywriting Lessons from John Powers
    • Scientific Advertising: 10 Copywriting Lessons from Claude Hopkins
    • A Review of Current AI Copywriting Tools
    • Top San Francisco Ad Agencies
    • Learn How To Write Conversationally To Engage Your Audience
    • Top Skills for a Copywriter
    • Launch A Career In Advertising With These Top Portfolio Schools
    • UX Copywriting and Short Copy ​
    • Discover How To Write Killer Copy That Converts
    • What is Copywriting? >
      • What Alternative
    • 10 Great Headlines from Classic Ads
    • Why Tone Can Make or Break Your Copy
    • How to Use Statistics, Facts and Quotes to Craft Compelling Copy
    • Great Copywriters Use Verbal Imagery to Tell a Story
    • Master the Art of Headline Writing!
    • Here’s How to Get Portfolio-Building Copywriting Gigs
    • What Volkswagen’s ’Think Small’ Teaches Copywriters
    • 5 Brands with Amazing Copywriting Teams
    • Master Hard and Soft CTAs for Superior Sales Writing
    • The Ultimate Checklist for Blog Copywriters
    • 10 Mistakes Even Experienced Copywriters Make
    • Read These 4 Books to Become a Better Copywriter
    • Sales Writing: How to Create Attention Grabbing Headlines
    • How to Create Persuasive Sales Copy
    • Proven Copywriting Methods Emotional Advertising
    • How to Write Good Copy : Preparation Techniques
    • Copywriting Secrets: 8 Powerful Ways to Add Proof and Credibility
    • Copywriting Cheat Sheet: Write Powerful Copy Quickly and Easily
    • Copywriting Insights: How to Test Ad Copy for Best Results
    • Write Effective Ad Copy: No Fail Secrets and Tips
    • What Never to Do When Writing Compelling Copy for Sales
    • How to Write Copy That Sells – Use Benefits
    • 7 Ways to Improve Your Copy Immediately
    • A Day in the Life of a Copywriter
    • Coffee, Copywriting, and Freedom
    • Copy is Everywhere
    • Direct Response Copy Sells
    • The Pros and Cons of Copywriting Part–Time
    • Three Tips to Write Copy that Converts
    • Two of the Biggest Mistakes Beginning Copywriters Make
    • Why Copywriting Makes a Great Second Career
    • Why I Love Being a Copywriter
    • Landing Pages that Work - Copy that Converts
    • The Next Big Idea: Creative Advertising Ideation
    • Copywriting Certificates: Online Copywriting Classes
    • The Advertising Museum Tokyo: Copywriting Fun
    • How to Tell a Great Brand Story
    • 20 Great Headlines from Classic Ads
    • Top London Ad Agencies
    • The Top 10 Best Copywriting Books
    • Copywriting Courses & Resources
    • Copywriting Formulas to Write Faster: AIDA, Problem Solution and More
    • Sales Letters: Broken Down by Parts
    • Copywriting Research Tips, Tricks and Secrets
    • How to Grow Your Email List
    • What is Creative Advertising
    • Ideation and How to Find the Next Big Idea
    • Creative Advertising Methods and Madness
    • Paths to Becoming a Copywriter
    • Great Print Ads - Creative Advertising That Rocks
    • Great Outdoor Ads - Creative Advertising That Works
    • Underground Ads - Creative Advertising in England
    • 10 Great Email Subject Lines
    • Email Marketing Types: Long, Short, Creative and More
    • Email Copywriting Tactics
    • How to Grow Your Email List
    • Autoresponder Copywriting: How to Do It Write
    • Copywriting Examples: Social Media
    • 6 Free Copywriting Courses
    • Where You Can Get a Copywriting Certificate Online: Copywriting Training
    • Top American Ad Schools
    • 10 Ad Schools for College Graduates
    • These Direct Response Letters And Campaigns Delivered Great Results - Yours Can Too
    • How To Break Into Advertising
    • The Creative Advertising Bible: The Value Of Great Guerrilla Ad Campaigns (With Examples)
    • Content Writing Vs. Copywriting: What's the Difference?
    • SEO Copywriting: How Does Search Engine Optimization Factor Into Copywriting?
    • Show and Tell: 7 Ways to Write Strong Video Copy
    • Short, Sweet, and It Sells: How to Trim the Fat From Your Sales Copy
    • Digital VS Print Ad Copy: How to Write the Difference
    • How to Craft the Ultimate Product Description
    • B2B VS B2C Sales Copy: 6 Crucial Differences You Should Know About
    • The Next Big Idea: Creative Advertising Ideation
    • Email Marketing: 12 Tips for Getting It Right
    • Landing Pages and Lead Magnets: Everything You Need to Know
    • How to Do Better Creative Advertising: Why and How It Works
    • Where to Take Copywriting Classes in the San Francisco Bay Area
    • Why San Francisco Business Owners Need to Know Copywriting
    • How to Break Into the Copywriting Industry
    • What Everybody Should Know About Online Advertising Portfolio
    • Copywriting for Beginners: 10 Quick Tips
    • Don’t Let Imposter Syndrome Keep You from Writing Great Copy
    • How to Design Great Digital Ads
    • Ad Campaigns: Nike Just Do It
    • Copywriting Examples: Google Ads
    • Best Copywriting Resources: Magazines, Organizations and More
    • How to Practice Copywriting
    • How to Build a Brand With Copywriting
    • Copywriting Grammar Review: 10 Common Grammar Mistakes
    • Copywriting Grammar Review: When to Use Commas
    • Our Top 10 Conversion Rate Optimization Copywriting Tips
    • Urgent, Useful, Unique, Ultra-Specific: How to Boost Your Copywriting with the Four U’s
    • Great Ad Campaigns: Apple 1984
    • Great Ad Campaigns: “Mikey Likes It”
    • Great Ad Campaigns: "When EF Hutton Talks"
    • Great Ad Campaigns: "We Make Money the Old Fashioned Way"
    • Great Ad Campaigns: Daisy
    • Great Ad Campaigns: Absolut Vodka
    • Top San Francisco Ad Agencies
    • Top 6 1960s Ad Campaigns and What You Can Learn From Them
    • Top 10 1970s Ad Campaigns and What You Can Learn From Them
    • Top 7 1980s Ad Campaigns and What You Can Learn From Them
    • Top 10 1990s Ad Campaigns and What You Can Learn From Them
    • Why Does Creative Advertising Matter?
    • How Can AI Copywriting Tools Make Me a Better Copywriter?
    • Why Should You Enter Advertising Contests as a Copywriter?
    • 10 Tips for Writing Captivating Social Media Copy
    • Tips for Improved Direct Response Copywriting
    • Copywriting Pro-Tip: Highlighting Benefits Over Feature