Ad space costs money, so it's best to start selling immediately, beginning with the headline. The idea is to attract attention and then hold it. Let's face it, newspapers and magazines are full of ads, so why should readers take time to read yours? The same thing holds true for your web page! Now, you get it! You have about four seconds to capture your readers' attention and lure them into reading your ad or page-- one strike, and you are out! Better make that headline works for you, right?

Headings Do Four Things
They Attract Attention
They Select The Audience
They Deliver A Forceful Message
They Lure Readers Into Your Body Copy

Attract Attention: You are competing for readers, so your headline had best be a winner. Most readers never get past the headline while scanning a page, so take yours seriously. Now, some headlines pull better than others, and that's a proven fact. Here's a good way to test the pulling power of yours: Write up five, three or four line classified ads all selling the same product. Next, write five different headlines, putting one on each of the five ads. Be sure to key each ad with a response number like dept. #1., dept. #2. and so on. Last, run the ads and see which one pulls the most response. You'll quickly find out which headline pulls the best and can go with that headline on your major print ad.