Why Do Copywriters Make Such a Big Deal About Headlines?

Headlines are the key to everything. Try an experiment. The next time you’re in the checkout line at your grocery store, notice if you scan the magazines conveniently placed right there by the checkout line.

You probably scan all of them. In fact, you probably read the headlines and mini-headlines before you bother to look at the name of the magazine.

Some of the headlines make you laugh, some get you curious, and some might even make you pick up the magazine and thumb through it or toss it onto the moving belt along with the veges and ice cream.

Now, think about most Home pages of web sites. Very few have a real attention getting headline that piques your interest and makes you want to read the copy. At best you get Welcome to Big Boy Widgets. And then a whole bunch of copy with no scan-able sub-heads so you can find what you’re interested in quickly.

Now imagine if all those magazine covers looked like most web site home pages. Blah! They’d never sell a single copy!

So when businesses write a bunch of bland “we do this” and “we have that” and “our product this” and “our service that” copy with no introductory headline to grab the reader, no subheads for the reader to scan, and no focus on the benefits to the reader at all, why are they so shocked when all the money spent on the web site brings them no business at all?

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