How many words in a headline? In headline tests conducted with cooperation from a big department store, it was found that headlines of 10 words or longer sold more goods than short headlines. In terms of recall, headlines between 8 and 10 words are most effective.
In mail order advertising, headlines between 6 and 12 words get the most orders. On the average, long headlines sell more merchandise than short ones.
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Source: David Ogilvy, “Writing Ads That Sell”, The Copywriter’s Roundtable, 4/14/14