How copywriters use headlines Every good copywriter knows that the headline is the single most important part of the copy. It is, in fact, the only part of the copy that will always be read by everyone.  And the simple, brutal truth is this: weak headlines can turn any campaign into an expensive failure.

Self-interest headlines are used by copywriters to make a direct and simple appeal to the reader. They carry a strong message of 'here is something that you want'. For example:  Discover how to double your response rates at www.greatcopyfast.com  How to build a successful e-business in less than 3 months  Buy a colour printer for just £399, and get £150 of ink for FREE! News headlines can also be very effective. A copywriter uses these to engage the reader's interest without immediately entering into a sales dialogue. For example: Introducing the world's fastest desktop colour printer New! A service that fixes your network problems before you even know about them A dangerous new virus you should know about…                                                                                                          …and a simple, proven cure Curiosity headlines should be treated with a great deal of caution. Copywriters use them in an (often misguided) attempt to intrigue the reader. Unfortunately, the reality is that people are too busy and that there are too many things competing for their attention for an approach based solely on curiosity value to work. For example:  Emma's coming  More sizzle for less grunt  Blue skies, rainy Mondays