The First Ad Copy Weapon of Choice - The Headline - 4
You Can't Hide a Good Headline
The one great thing about learning about headlines, is that they are one of the few things in writing that can be looked upon and copied in a powerful way. I'm not talking about copying word-for-word, but rather, you can look at the headline from a formula standpoint and put your own words in the appropriate spots.
With other types of writing it's not really possible. Even when you read some of the great writers ... you can study it, examine it, read it again, and for whatever reason, it's simply not reproducible. There's something that the author has 
captured that touches the imaginations of the reader, and no matter how hard you try, you can't do it.
Headlines are different. For the most part (not always) they are written in a form that can have words replaced and it retains some of its power and dynamic.
What's a secret that the vast majority of people writing headlines do? They study the masters. They look at successful campaigns that got people to take the intended action.
Look at top-selling websites and magazine ads, and find those that have been successful and look at the form they've taken. Look at the way its put together, and where you can put your own words in for it to make sense in what you're wanting your readers to do.
That's what's great about headline writing for those trying to become experts at it: you can't hide a good headline! So find the great headlines and adapt and change them to your specific purpose.
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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