Ha.

See what I did there?

I grabbed your attention and got you
to click through into the thread here.

That's the goal of your headline (dur)

But I see a lot of people asking for
critiques in here and notice this mistake
over and over and over and over and
over again.

So, I guess it needs to be said just
about as many times.

The ONLY purpose of your headline is
to get people reading more of your letter.

So make it attention getting...

In my (always accurate) opinion, there
are two kinds of headlines.

1. Pure Attention Grabber

...and...

2. Problem-Solution

The first is one you'll see more frequently
in print publications.

People are reading along and need
something to really grab them by the eye-balls
and hold them down until you're done
shoving your sales message down their throat.

This is a handy tool when people aren't
expecting to see your ad.

But the second is far more effective online.

If you've got an email list and shoot out an
message that promises 3 tricks to decreasing
your debt, your headline damn well needs
to say something to that effect.

You're gonna lose people if they get there
and have no idea what they're seeing.

This isn't a hard rule, so you need to
experiment, but it holds true most of the
time.

So think about what your prospect is doing
when they see your ads.

And make sure to use the appropriate
headline style.