The First Ad Copy Weapon of Choice - The Headline - 2
One more consideration when thinking about writing your headline, is what it is you're trying to get your reader to do. Are you writing articles for the sole purpose of your readers getting something out of them? Are you writing for the purpose of getting them to click on an ad? Are you writing indepth so they will return and continue reading and hopefully become a fan of yours? Do you eventually want them to click or sign up for something?
Remember that writing a headline is getting them to open the door to take a look. The other side of it is that a great headline or opening of the door doesn't 
guarantee anything else.
Whatever the reason or promise made to the one opening the door, you've got to deliver on. Great headlines only guarantee that they'll take a look. It's up to you from there to ensure that what you've promised is in reality delivered.
Just like a carnival barker getting to try a game or ride, just because you partake in it doesn't mean you'll be satisfied or fulfilled.
It's as easy as whatever you promise, do what you say, and you'll be ok. Promises aren't a magical button that guarantees the world to you. It's one part of the piece of a whole puzzle. Still, it's crucial because it opens the door to the great thing inside that you have to give them; whether an article, newsletter, product or service.
Other Headline Sources:
Writing Great Titles and Headlines
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