Source : [[Confessions of an Advertising Man]] MOC : [[ÉCRITURE]] Auteur : [[David Ogilvy]] Date : 2024-12-10 *** ## De bons titres attirent la bonne audience Writing great headlines is a key skill for any copywriter. A great headline will filter out your targeted audience while keeping the reader hooked and eager to read your copy. Your headline should be long enough for the reader to understand your selling promise. But you should never attempt to trick or deceive your reader, otherwise they’ll leave and probably won’t come back. Finally, your headline should include power words. End with a hook to get them to read the second line and the whole copy.