Luke Sullivan Headline Wall Sprint

A structured concepting sprint based on Luke Sullivan ideation methods in advertising. Generate high volumes of headlines and evaluate them on a physical wall.

5 time blocks, 75 minutes in total.

Time blocks

Define Target and Core Proposition: 10 min
Write down the single main benefit before generating ideas
Rapid Volume Headline Draft: 30 min
Write continuously without stopping or editing early lines
Post Lines to Headline Wall: 10 min
Spread every headline across a wall or board for full visibility
Distance Step and Harsh Filter: 10 min
Step back, strike through cliche ideas, and highlight surprises
Cluster Themes into Campaign Hooks: 15 min
Group winning lines into two or three distinct visual directions

About this routine

Copywriter Luke Sullivan popularized the Luke Sullivan headline wall method in his classic advertising guide Hey Whipple Squeeze This. The technique forces creators to separate idea generation from idea evaluation. By writing dozens of lines before judging any of them, you clear out predictable ideas and uncover unexpected creative angles.

Putting every headline on a physical wall changes how you edit. Seeing lines laid out together reveals hidden patterns, redundant phrasing, and original metaphors that get lost in a digital document scrolling vertically.

This 75 minute sprint guides you through defining your core promise, drafting rapid lines, pinning them up, and pruning the batch down to your strongest campaign directions. You can run this process with index cards or sticky notes.

Why this routine works

Bypasses creative block by separating drafting from editing
Reveals recurring thematic patterns across dozens of ideas
Filters out cliche marketing angles early in the process

FAQ

What is the Luke Sullivan headline wall method?

It is an ideation technique where you write dozens of headlines on cards, stick them on a wall, and evaluate them visually as a complete set.

How many headlines should you write during a concept sprint?

Advertising veteran Luke Sullivan recommends writing dozens of lines to work past surface ideas before selecting winning concepts.

How long does a headline wall sprint take?

This structured sprint takes 75 minutes from defining the promise to clustering final campaign hooks.

Sources

Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads (Luke Sullivan)