Only 1 out of 5 people who read a headline read the body copy.

Whether we are writing for print or for the Web; a brochure or an advertisement; an article or a report; or a memo or an e-mail—we are sharing information with others. How do you ensure your writing is in the 20 percent that gets read? There is no golden rule, but having a great headline (or subject line) increases your odds.

The title of your piece could make or break its success with the audience. Readers will likely skim past your document unless it has an effective headline. A successful headline is characterized by its ability to get the reader’s attention, establish an audience, deliver a complete message, and convince the reader to read on. When titling your document, be sure to consider a combination of these three proven techniques:

• Sum up the message
• Target the audience
• Wow ‘em with power words

Sum it up.
If you can sum up your message in a few words—the headline is the place to do it. When a reader can gauge what will appear in the body copy, it will be easier for them to commit to reading it. It also gives you the opportunity to deliver your message in a concise and powerful manner. The following examples sum up the message of the body copy;
All-Hands Meeting Tuesday, April 9 at 10am
Receive a Free iTrip with Purchase of an Apple iPod
Pulitzer Prize Winning Author Jim Brown, Speaks at Harvard University
After reading these headlines, the reader knows exactly what to expect in the body copy. You are well on your way to informing or persuading your reader.

Target your audience.
Speaking to your fellow employees is different than speaking to the press, just as speaking to doctors is different than speaking to teenagers. Preparing and sending an e-mail message is different than writing a printed piece. If you customize your headline (or subject line) for the readers you are addressing, they will be more inclined to read your document. An email with a subject of “Fwd:” addresses a very broad audience, where one that says “Fwd: Free Pizza in the Kitchen at Noon,” addresses people that are hungry or have not brought their lunch. For example, selling a Honda Civic to college students is different than selling it to the working professional;

College Student: My Own Honda Civic for $99 a Month?
Working Professional: Commute for less. Introducing the new 40mpg Honda Civic

A reader does not want to read half the document before realizing it does not apply to them. It is best to let them know upfront.

Power Words.
There are words that attract attention. Knowing how and when to use these words will lead your reader into your message. Free, how to, sale, quick, easy, bargain, guarantee, results, proven, and save are just a few. Everyone wants something for free, and everyone wants to save time save money, save space—using this technique will entice the reader.
The Quick and Easy Way to Carefree Skin
Clearer Skin in 30 Days with Clearasil’s Proven Formula

Improve your writing by simply thinking about your headline. Try it in your next correspondence, whether it is an e-mail or an ad, these techniques are sure to improve your writing’s effectiveness.

© 2007 ADAMS
Factual information for this article was found in The Copywriter’s Handbook; Robert Bly, © 2005