Headlines are, without a doubt, one of most important elements in copywriting. As has been said countless times before, if you don't get your readers’ attention with headline, chance of them reading your copy is virtually none. But headlines (and sub-headlines) play a vital part in copywriting process for other reasons, too.

Whether we, as copywriters, like it or not, fact is most people will not read all copy word for word. Headlines can help fill in blanks in several ways so "skimmers" still get gist of information included in copy.

Headlines Outline Benefits

Using headlines and sub-heads that state benefits about your product/service can be a powerful strategy. Using wireless home networking for example, you might create headlines and sub-heads that read:

--Work From Anywhere In Your Home --No More Jumbled Cables Strung Everywhere --Have Multiple Computers Online At The Same Time --Make All The Computer Users In Your Home Happy

Even if customer didn't read copy included in between these heads and sub-heads, they would still be made aware of all benefits of having a wireless home network.

Headlines Give An Overview

Depending on type of copy you're writing, headlines can help to urge your customers to read further. In fact, in long-form copy, headlines should create their own sub-set of copy. If you read just headlines, they should make sense all by themselves. For example, copy about a new book on how to start your own business might use following headlines.

2. Publish a list of famous and respected customers who have bought from you on your a copy. People will think that if these people bought from you, they should also trust your business and purchase your products. Make sure to get their permission first.

3. Show before and after photos for your products on your web page copy. Show problem picture and then beside it, show picture of resolution to problem when they use your product.

4. Include an article or review that has been written about you or your business with your ad copy. This will show people that your business is respected and will increase your credibility.

5. When you offer free bonuses in your ad copy, also list dollar value beside each bonus. People will feel they're getting a good deal and it will increase value of your product in their minds.