What Does a Headline Do?

In today’s environment, where we are bombarded with thousands of messages every day, it’s vital that your ad/post/article gets noticed. The first impression can mean the difference between success and failure. If the

copy offers news, helpful information or promises a reward for paying attention, it is well on its way to

persuading the reader to buy your product.

A good headline tells readers what a story is about. It induces them to read the story. It’s the ad for the ad!

But successful headlines do more than tell the story. They capture the readers’ interest and make them

want to read on.

Prospects are in a hurry. They are bombarded with hundreds of ads, letters, postcards, and commercials

every day. They tend to skip or tune out any marketing message that looks like it will take too much time

or be too much trouble to figure out.

Headlines simplify the learning curve. A reader can scan down your page, quickly digest your headlines,

and figure out what you’re offering.

Once the prospect knows you have something, she is interested in, she will take more time to read your

entire letter, ad, or web page.

Most people read headlines first, so concentrate on getting the headline right and everything else will

follow.