Why Headlines Still Matter in 2025
David Ogilvy, the advertising legend often called the “Father of Advertising,” once wrote:
“On average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”
He was talking about print ads, but the principle is identical today. If anything, it’s more urgent.
Think about how customers decide where to eat, drink, or watch a match in 2025. They’re not studying menus or poring over flyers. They’re scrolling fast — on Facebook, TikTok, Instagram, or even a Google search. You get one line, one hook, one chance to make them stop.
For a pub landlord or restaurant manager, your headline is the difference between a full room and an empty one. A witty chalkboard, a bold social caption, a snappy event poster — these are your silent salespeople. Done right, they sell pints before anyone walks through the door.
This article dives deep into how Ogilvy’s timeless headline rules translate into pub marketing in 2025. You’ll see why headlines matter, how to write them, and dozens of examples you can steal today.
The Science of Pub Headlines
Headlines aren’t just “creative fluff.” They’re proven money-makers. Let’s ground this in data:
- 80% of ad effectiveness comes from the headline alone (Ogilvy, 1983).
- 60% of UK pub-goers say social media posts influence their choice of venue (CGA Strategy, 2024).
- Posts with strong opening lines on Facebook and Instagram get 2× higher engagement (HubSpot, 2024).
- In event marketing, listings with catchy titles fill up 30% faster than generic ones (Morning Advertiser, 2024).
When you slap “Live Music Friday” on a poster, you’re throwing money away. But when you say “Friday 8pm – Dance Floor or Bust”, you’ve hooked curiosity, built energy, and made it harder to scroll past.
Headlines are the first pint poured. If they’re flat, the night will be too.
Ogilvy’s Rules for Headlines – Pub Edition
Ogilvy left us a blueprint for writing ads that sell. Here’s how each rule applies directly to pubs and restaurants.
1. Be Specific
Generic: “Quiz Night Every Tuesday.”
Specific: “Win £50 Cash – Pub Quiz Every Tuesday 8pm.”
Customers respond to precision. Numbers, times, and benefits are irresistible.
- Instead of “Great Food Tonight,” try “2 Steaks & Wine – £25 Wednesdays.”
- Instead of “Big Screen Football,” try “90 Inches of Premier League Glory.”
2. Offer a Benefit
People don’t care that you “have a quiz.” They care what they get from it.
- Not “Happy Hour.” → “2-for-1 Cocktails Tonight Only.”
- Not “Karaoke.” → “Sing Tonight – First 10 Singers Drink Free.”
- Not “Live DJ.” → “Dance Friday – No Entry Fee Before 9pm.”
The headline must scream what’s in it for me?
3. Use Curiosity
Ogilvy loved curiosity-driven hooks. Pubs can too.
- “The Strongest Pint in Town? Prove Us Wrong.”
- “Would You Dare Try the XXX-Hot Curry?”
- “What Happens at Friday’s Disco? Only One Way to Find Out.”
Curiosity turns browsers into buyers.
4. Stay Simple
The best pub lines are short and punchy. Chalkboards aren’t essays.
- “Beer. Football. Repeat.”
- “Roast. Toast. Nap.”
- “Free Pool Tuesday.”
If your headline needs explaining, it’s already failed.
5. Repeat Winners
Ogilvy hammered repetition: if it works, run it again.
- If “Free Shot for Every Sunderland Goal” packed the house, repeat it next match.
- If “Steak Night Wednesdays – Because Thursdays Suck Less on Steak” drove bookings, keep using it.
In hospitality, familiarity breeds loyalty.
Step-by-Step: How to Write Headlines That Fill Pubs
Here’s a practical framework you can follow every week.
- Define Your Audience – Who’s this for? Football fans? Families? Quiz-goers?
- Pick the Benefit – Cheaper drinks, cash prize, live entertainment, social vibe.
- Choose the Format – Curiosity, benefit, humour, urgency.
- Draft 3–5 Options – Don’t settle on your first.
- Test – Put one on Facebook, one on the chalkboard.
- Track Results – Which filled more tables? That’s your winner.
20 Plug-and-Play Headlines for Pubs
Here’s your ready-made swipe file:
- “Beer So Cold It Owes You an Apology.”
- “Win £50 Cash – Pub Quiz Tuesday 8pm.”
- “2-for-1 Cocktails Tonight – Bring a Mate.”
- “Watch Sunderland Here – Free Shot for Every Goal.”
- “Steak Night Wednesdays – Because Thursdays Suck Less on Steak.”
- “Live Band Friday – Volume Up, Prices Down.”
- “No Excuses Sunday Roast – £9.99 All Day.”
- “The Pint Your Boss Doesn’t Want You to Have.”
- “Friday 8pm – Dance Floor or Bust.”
- “The Only Place in Town Showing the Match (Properly).”
- “Sing Badly. Drink Well. Karaoke Thursday.”
- “Cheaper Than Netflix – Live Music Friday.”
- “Get Your Five a Day (Pints).”
- “The Roast That Ruins Diets.”
- “Free Entry. Bad Dancing. Legendary Night.”
- “Your Mate Will Forget His Wallet. Again.”
- “Curry Night: Don’t Wear White.”
- “Sunday Night Blues? Cure Found Here.”
- “Warning: Our Gin Menu is Dangerous.”
- “This Ad Bought You a Pint. The Rest is on You.”
Print these. Test them. Own them.
Case Study – The Quiz That Doubled Attendance
A pub promoted their quiz with a flat headline: “Quiz Night Tuesday.” Attendance? 3–4 teams weekly.
They switched to: “Win £50 Cash – Quiz Night Tuesday 8pm.”
- Attendance doubled in 3 weeks.
- Average bar spend increased by 20%.
- Photos from quiz winners gave the pub 10+ free social posts.
Nothing else changed. Same quizmaster. Same questions. Only the headline shifted.
That’s Ogilvy’s principle in action.
Advanced Tricks for Pub Headlines in 2025
- Emojis in Social Captions
- 🎤 for karaoke. 🍺 for pints. 🎶 for live bands.
- Emojis act like mini-headlines in fast-scrolling feeds.
- AI-Assisted Testing
- Use SmartPubTools to auto-generate 10 headline variations for one event.
- Test two on socials, keep the winner.
- Memes & Pop Culture
- Tie to trending TikTok sounds, football memes, or local jokes.
- Eg: “It’s Coming Home (to Our Big Screen).”
- Scarcity & FOMO
- “Only 10 Steak Deals Left – Book Now.”
- “First 20 Through the Door Get a Free Shot.”
Common Mistakes Landlords Make
- Being Vague: “Live Music” is wallpaper.
- Overloading: Don’t cram details. Hook first, details later.
- Never Testing: One flat line repeated for months kills momentum.
- Ignoring Platforms: What works on a chalkboard may flop on TikTok.
Checklist: The 7 Rules for Headlines That Sell Beer
- Is it specific?
- Does it offer a benefit?
- Is it short and clear?
- Does it spark curiosity or humour?
- Can you test it against an alternative?
- Would you stop scrolling for it?
- Does it match your audience’s vibe?
If yes, you’ve got a headline that will sell pints before the door opens.
Linking to Your Free Resource
Want to learn how to write marketing like Gary Vee, but tailored for pubs?
👉 Try The Gary Vee Pub Marketing GPT — free, built for landlords.
Linking Back to Cornerstone
Headlines are one part of the Gary Vee system. For the full social-first playbook →
👉 Gary Vee Social Media Marketing for Pubs: The Ultimate 2025 Guide
And if you want AI tools that generate chalkboard lines, social captions, and event promos →
👉 Check out SmartPubTools
Conclusion – Why Ogilvy Was Right (and Still Is)
Ogilvy spent decades proving that headlines sell more than body copy. For pubs and restaurants, headlines aren’t just ads — they’re event fillers, pint sellers, and memory-makers.
Every chalkboard, every post, every flyer is a chance to make customers laugh, lean in, and walk through the door.
Get lazy with headlines, and you’ll blend into the noise. Get smart with them, and you’ll pack your venue. In 2025, pubs don’t compete with other pubs — they compete with every distraction on a customer’s phone. Headlines cut through.