The First Ad Copy Weapon of Choice - The Headline - 6
Be USEFUL to the reader
When writing a headline, the first thing to think of is how useful it will be to the reader. It must be something that directly relates to what they're looking for or they'll pass on it.
What types of things make something useful to a reader? I won't get into niche again, but that's the beginning place. You've got to know who you're writing to and why.
Who is your target audience? Why should they notice your headline? What's in it 
that makes them start to read the rest of your copy?
Think of usefullness for a moment. What is that? It's targeted, connected to their interests, something they want, something that will make their life easier, funner, healthier, wiser, richer, more fulfilling ... but in the context of who they are.
The headline must make contact with that context to make a difference in your ad campaign. Think of that for a moment: context. The context of who they are. The words we write are directed toward that or we won't be able to differentiate right from the beginning.
Have no doubt about it. Everything you do in your online marketing should be for the purpose of differentiating your company and offering in the mind of your viewers. One of the great differentiators is how what you offer will be specifically useful to them. Answer that question and they will go and read your ad copy to find out how you can even be more useful to them.
You must have it right up front though in your headline. It's the map to guide them even further into your answer.
When you write your headline, think in terms of usefulness within the context of who your customer is, it'll product terrific results 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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