There’s no such thing as ‘just a headline’. The headline is the reason for everything on the page. It is bound to the central image, as two halves of a complete thought. The headline is what makes a reader decide if he or she will end or extend the experience. Subheads? Body copy? Useless, if the reader is turned off or confused by your headline.
A great headline makes a reader wonder, “how the hell did you know THAT about ME?” It’s an insightful, human, relevant and irresistible thought. It makes it impossible to avoid or ignore whatever comes next.
Great headlines are crafted, edited, rewritten and polished until they become the ultimate expression of a strategically calculated thought. It’s never just a headline.
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