Stagecoach and Go-Ahead in marketing battle

...well to my knowledge they're not – however it was that headline got you interested enough to potentially read the story.

If there’s one absolute truth when it comes to writing advertising copy it’s that a well-crafted, targeted, attention grabbing headline is the most crucial part of any communication and should always be given the due craft it deserves.

It can be argued that a headline is equal to, if not more important than, the actual body of content itself. The headline is the first thing a potential reader will see and it’s at that point a decision will be made to commit further or move on and read something else.

If the headline is poorly written and fails to catch the reader’s attention the quality of the material becomes irrelevant. It doesn’t matter if the piece is 20,000 words or 200 words; it all begins with a headline, and a nano second in time.

The best copy knows how to incentivise the reader to keep reading. That's why “how to” posts almost always seem to attract attention. Because the reader instantly assumes that the time spent reading the article is going to be well invested. They believe that they’re going to learn how to do something new and beneficial because the headline spells it out for them loud and clear.

Could public transport marketing learn from acknowledging the importance of a snappy headline?

You tell us.


  1. Completely agree that headlines are supposed to be snappy and draw the reader in, no question about that. But they're also supposed to be a truthful and inviting appetizer for the actual content of the post; something to give the potential reader an idea of what they're about to see by clicking the link within the headline. A misleading piece of analytics-farming clickbait which leaves the reader feeling disappointed, and potentially even angry that they were stupid enough to be duped by the catchy headline, is not a great way to engage anybody.

    1. Completely agree Matt. It was more just to highlight the point, rather than a tactic that should be used commercially.


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