A bad headline can neutralize even finest, most persuasive copy (but you probably already knew that). What you might *not* have realized is how this fundamental law of advertising is constantly violated online - everywhere you look - but where you might have least expected it.

First, you need to think of your web site as equivalent of your advertising copy. So if that's case, then what's headline?

Usually, web designers and marketers like to think of headline as any prominent piece of text at top of page. Sure, that can be a headline. But here's your site's real headline, one that brings people in and prevents them from leaving...

Visit a web page, and then look at blue "title bar" in very top of your web site browser. Now *there* is your headline - and I'm going to tell you why it is very important that you do yours right...

You need to look at your site from perspective of someone who: - doesn't work for your company; - has never been there before; and, - doesn't care about your all-important corporate identity.

Don't assume bigger, more established web sites are doing it right. Sometimes, it's just opposite that is true.

Visit Yahoo.com and then look at their title bar headline. What does it says? "Yahoo!" Wow - isn't that a real attention grabber? Is it any wonder that one of most frequently searched terms at Yahoo is word "yahoo"?

Imagine people who are new to net. They've heard word "yahoo" a million times. They've finally made it to site (probably by accident). And then they spend their time looking for something that's right in front of them, because no where does it say what hell Yahoo is, or does.

Venture off to computer retailer Outpost.com, and what's their headline? "Outpost.com". Another winner. But what would you expect from marketing geniuses who shot hamsters out of cannons expecting it to help them sell more computer equipment?

I have created this 3-part series of articles as a commentary relating to results of Jupiter's study entitled, "Inside Mind of Online Consumer". It will help you understand what information means to you. Taking heed to recommendations Jupiter reveals will most certainly improve your advertising response rate.

Customers Use Internet for Information

Forty-eight (48) percent of consumers online use Internet primarily as a utility device, not an entertainment device. This means they are using Internet as a tool, not a toy. Because of that fact, consumers are primarily looking for information, not games. This is not a new revelation. However, how this fact relates to advertising is new.

Customers Want Information-Based Ads

According to customers in Jupiter's survey, they respond to advertising that compliments their online activities. Forty (40) percent said they respond more readily to online ads that are informative rather than entertaining. This would include new product developments, benefits-oriented ads and those focusing on service issues.

Notice that one of categories listed is "product benefits". This is where majority of online advertisers fall to pieces. It is simply imperative that online advertising copy be filled with benefits. Online consumers are looking to answer question, "What's in it for me" over and over again. They are seeking information and advertising you give them should fill that need.

How to Build An Information-Oriented Ad

So now that we've learned that customers are ready and waiting for us to provide them with information- based advertising… how do we do it? Does that automatically mean you have to go with long copy? No, not at all.