Headlines matter

I’m coming around to the belief that headlines are more important than I used to think. And we probably don’t use them as often as we should, or as effectively.

In his blog, Seth Godin says: “Headlines provoke and introduce. They cajole and they position. No headline, no communication.”

Seth reminds us that copywriter Joe Sugarman made sure that every ad carried a headline, as well as every paragraph. “If the paragraph didn’t warrant a headline, it didn’t go in the ad.”

So, Seth writes, ” you need to be sure your headline is compelling, accurate and a viable foundation to the message you’re ultimately trying to send.”

Hats off to Melissa Mahoney of Indigo Creative who pushes me to use sub-heads whenever the copy on a web page begins to get a bit long.  (This post probably could’ve used a couple.)

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1 Response to “Headlines matter”


  1. 1 David Salmassian December 15, 2008 at 6:51 pm

    I think the headline is the door to the building. The sub-head is the handle.


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Robert Hyndman

can be reached at his Laguna Beach studio, 949.497.3179, or by using the form on the Contact Me page.
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