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Make a Great First Impression

You never get a second chance to grab your audience's attention, so give center stage to a headline that really turns heads.

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This story appears in the October 2006 issue of Entrepreneur. Subscribe »

How do you get prospects to read your online press releases? Sway subscribers to open your online newsletters? Stop shoppers from leaving your website immediately? You write a headline that attracts attention. If you want your audience to take action, you've got to give them a reason to read on.

A headline is the first line of copy. It can be the title of a press release, the subject line of an e-mail or the first few words on a web page. It shouldn't sell your product or service, but it should compel readers to read a little more.

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