The First Ad Copy Weapon of Choice - The Headline - 5
Understanding Why it Works
We've talked about a number of aspects of ad copy and what's important in its makeup; especially the fact that there is no one best way of doing it that you can apply to every circumstance.
Now, when we take that further into writing headlines, this is just as important to remember. I've encouraged you to study headlines of those that are really good at 
it. Having said that, let's go a step further in the process.
There are occasional cases when you find a great headline structure that you can plug a couple of your own words in and it fits what you're doing and will work great. There's nothing wrong with that.
What's more important though is to understand the reason behind why a headline works. Why this is important is for the reason I stated above. There are really only a few times that you can find a headline that you plug a couple of words into and it works great for what you're specifically doing.
But when you understand why certain headlines work, from there you can make very strong decisions about which headline structure will work in what you're trying to get noticed. Further, you'll have a really good idea right up front what it will take to change it to suit you and the campaign you're going to run.
So when you look at headlines, look underneath the hood and find out what makes it run. That's the key to being able to adapt existing ones to your purpose. In other words, there's more than the mechanics of the headline that make it work. It's our jobs to find out what that is and use it to our advantage.
Notice the headline structure, but read the meaning between the lines to get the real power of what it can do for you.
Other Headline Sources:
Writing Great Titles and Headlines
Writing Headlines That Beg to be Read
Effective and Attention-Getting Headlines and Titles
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