Reading time: 6 – 10 minutes
There is a lot of ballyhoo about the importance of headlines in copywriting. If you are just getting started it is easy to take this stuff out of context.
The importance of the headline IS paramount in several different formats of copy – in situations where the headline MUST grab the readers attention an effective headline is the difference between success and failure for the ad.
One of my pet peeves is super-long headlines that try to cram a detailed description of what the product is or does into the headline itself. This is usually not a good thing, but of course in the hands of a skilled copywriter a long headline can work well indeed.
Most writers doing online marketing these days cranking-out verbose headlines are not particularly skilled however – their headlines are like the desperate guy trying to get a date from every girl who walks by; rattling off a meandering list of benefits hoping she’ll hear one she likes and stop and talk to the guy.
Does that sound like a good way to get a date?
No. It doesn’t
It’s fairly easy to find examples of this kind of headline writing in copy ebook authors and 
