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Writing a great headline requires magic… or at least that’s what some people believe. Good writing is merely technique mixed with talent. Good writing is a highly sought after skill, and it pays well.

Joe Sugarman is a legend in the world of copywriting. His number one rule is that every single sentence almost forces the reader to read the next sentence. Your headline should promise a benefit to the reader. Your article should support that promise.

It should appeal to your readers emotions. You must sense their wants, needs, and desires and write with passion and emotion. Good titles are short and punchy, quickly conveying the article’s main idea.

Your title doesn’t need to be creative or funny. It’s actually better if they’re not. A good headline is almost never cute or clever… that rarely pulls readers. (One of my most amusing was Roasted Penguin Tastes So Good It Would Make Gandhi Slap His Kids! It was cute; it was clever; and it failed miserably.)

There is a bit of art involved, so you’ll need to spend some time getting this component correct. The good news is not one in a thousand can draft attractive, eye-catching titles successfully. Get it right, and you’ll practically eliminate your competition.

Writing headlines is much like writing a song. In a song, the words must be appealing and in harmony with the music. The same is true in copy. A banner must sing. In other words, it should be in harmony with the story and sound satisfying to the reader.

Short, sweet, and active. That’s the sign of a good heading (and good writing, in general.) Say only what is needed to make your point and give a benefit to the reader. Support that point with short, active paragraphs. Promise even more benefits in the body, too.

Getting attention is the main objective of a great heading. Think of it like a pickup line in the clubs… if you don’t get slapped it just might get you a few more minutes to tell your story.

Amusing headlines can work ” more so in offline advertising. No one types humorous headlines into a search engine. Online its more important to create clear, concise, keyword-rich lines. These are far better than witty and obscure. Google actually rewards your relevance by placing you higher and higher in the listings which is what we all want, right?