The First Ad Copy Weapon of Choice - The Headline - 11
"Why" isn't always used as a question. When you think of the word "why" most of us think that we are about to begin a question, and usually that's the case. With headline writing though, why can be used to declare something powerful that can draw a person into reading your copy as well as anything else.
For a number of reasons, the word "why" captures the attention of people. Yet, it is just as important that the words following it make an even greater impact. "Why" is always considered a promise in the minds of a reader. So when you offer 
the word, you must deliver the goods immediately after.
What I mean by that isn't that what you offer will necessarily be of an interest to the reader, but that what follows will definitely tell them whether it is or not. When it is, it should immediately draw the person to read your copy.
One example could be: Why Using Omega 3 Fish Oil Could Save Your Life!
It declares something powerful to the reader, immediately tells them what they're about to read about, and finishes with a powerful statement that demands to be read.
Another way you can make statements is through the "who," "what," "when" and "where" words. You can use these words as well to make strong declarations that make people want to take the extra step to read your following copy. You can't ask for anything more, that's the reason for writing a powerful headline in the first place.
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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