I already talked a lot about headlines. There are quite a few blog posts about them here. But here are some additional tips.

There are two huge mistakes people make when they write headlines. Either they are too bland and don’t say enough (such as when they attempt to simply summarize), or they say too much to cover all the bases.

In both cases, you will lose readers.

1. The True Purpose of The Headline

The headline is more than a mere summary of the sales copy. Unlike the title of a book, for instance, it’s not meant to introduce the story. It’s meant to generate readership in the first place.

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Someone once asked me what my strategy is behind using long headlines.

As I’m sure you know, various other marketers teach that one should write headlines no longer than 17 words. Whereas others teach that headlines should be real short as their testing has shown those headlines to pull better than long ones.

Here’s my answer.

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