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.