It's important to realize that headlines work best when they appeal to your reader's interests (not yours). And not only can they *grab attention*, they can also make your message easy to read, convey your main selling points, and lead your customer to a sale.

Over years copywriting pros have used several headline formulas that always work well. Here are my fab five:

1. The question. "Are You Worried About Your Financial Future?"

A question headline automatically gets your readers involved in your message, because they answer it in their minds. Many people will read further into your letter, ad, or Web site copy just to find out what answer or solution you provide. Again, make sure question focuses on reader's interest, not yours. A *bad* example would be: "Do You Know What New Product We've Created This Year?" (No one cares but you! ; ))

2. The How-to. "How to Get Thinner Thighs in 30 Days."

Mass appeal products do garner massive sales, BUT getting your product on radar screen of millions of consumers is an extremely difficult and expensive task. Even large corporations who spend millions often miss mark and their product winds up remaindered on shelves of discount dollar stores.

A much better way to turn your ideas into profits is to market to niches. A niche is a tightly defined group of consumers who are deeply interested in a specialized line of products or services.

Not everyone is interested in fine clocks, but thousands of people ARE and will pay good prices for them. A web site that becomes known as a center for fine Austrian grandfather clocks might easily outpace a site selling $10 watches. Put simply, it is better to sell to a few people who REALLY want your product than a lot of people who don't care much about what you sell.