A good headline is critical. Its purpose is to captivate your readers' attention and entice them into your body text. If it fails, all your work will be for nought and you won't stand a chance of persuading your would-be readers.
You've only got one chance, so you've got to get it right. But how do you entice readers into your copy?
Most importantly, you have to offer a benefit to your readers. Indicate that if they read on, they'll get some kind of payoff.
But in most cases, you don't actually spell out the benefit in the headline. Rather, you engage the reader's curiosity by hinting at the benefit. Do this right, and readers will find it irresistible. They'll be hooked.
It's curiosity — fueled by the promise of a wonderful benefit — that makes a great headline. Below are some proven techniques for writing compelling headlines.