Long headlines or short?

[briancassingena]

Copywriting legend Ted Nicholas has a rule: The maximum length for any headline should be 17 words. However, I have seen many successful headlines covering 4 or 5 lines at least.

Has anyone tested long vs short headlines, ie tested both short and long headlines, and compiled stats from those results of long vs short headlines?

[Mark Andrews]

Here you go Brian...

Short or Long Headlines? Answers Within... (Great Article)

[BripTech]

Originally Posted by Pete Walker

Here you go Brian...

Short or Long Headlines? Answers Within... (Great Article)

Thanks Pete for the share

[Hugh Thyer]

Hey Brian, nice topic.

It's not the size, but what you do with it.

Good headlines which convey strong benefits, perhaps some curiosity and get the main selling theme across will work. And if it happens in 5 words, great. But if a 30 word headline does a better job, so be it.

It ain't how long it is. It's a matter of finding the message that works for your audience.

[Alex Cohen]

Originally Posted by briancassingena

Copywriting legend Ted Nicholas has a rule: The maximum length for any headline should be 17 words.

I've seen at least one Nicholas headline that exceeded 17 words...

“I Discovered a Simple Secret Which Led to 5.9
BILLION in Revenue! Can I Personally Mentor You
For The Next Year and Teach YOU How to Use This
Same Secret to Make Yourself VERY Wealthy?”

So take hard-and-fast rules like that with a grain of salt.

Alex

[kellyburdes]

Don't waste words. It should be as short as possible, but as long as it needs to be.

[max5ty]

I think we've all seen good long and short headlines.

Sometimes I think some headlines are just mini paragraphs in bold letters.

But since you asked for personal studies, I'll tell you mine.

I go with the shortest headline possible - rarely over 10 words, and often less - has been shown to peak more curiosity (in my case) than having a headline that screams "Hey, you're about to get a sales pitch".

Many of my headlines aren't a completed sentence, but lead right into the copy. I know that flies in the face of all the gurus who preach benefits in a headline, etc. - but then again I'm not doing work that requires a typesetter and dealing with an audience living in the depression, or just getting back from war II -

- I'm dealing with a target audience that uses kindle, droids, iphone, blackberry, etc. - a 2011 group of buyers who grew up on million dollar super bowl ads and everything from the peace movement in the 60's to the dot com phenomenon of the 90's - an on the go, no BS time for sales pitches audience.

I've never targeted other copywriters or those who want to be copywriters, so I'm not sure what works for those who have - just sayin what's worked for me in dealing with the buyers I target.

Thanks for asking an interesting question.

[Mr. Subtle]

Originally Posted by Alex Cohen

I've seen at least one Nicholas headline that exceeded 17 words...

“I Discovered a Simple Secret Which Led to 5.9
BILLION in Revenue! Can I Personally Mentor You
For The Next Year and Teach YOU How to Use This
Same Secret to Make Yourself VERY Wealthy?”

So take hard-and-fast rules like that with a grain of salt.

I see a 12 word HEADline...

The Nicholas "HEADline" isn't a HEADline it's a paragraph.