The headline exists for one reason: to entice people into reading more about your product or service. If the headline doesn’t draw them in, you’ve failed to make a good first impression -- and a potential sale.

First rule of thumb: Headlines are most effective when they speak to the readers’ needs, desires or interests…not yours. Instead of saying, “Flora’s Florist Makes the Best Arrangements in Town,” get specific and appeal to a potential customer need: “Never Miss Another Birthday with Flora’s Florist Same-day Service.”

There are several headline formulas that always work well. Here are a few of the time-tested basics used by copywriting pros:

• Direct: “All Calendars 50 Percent Off”
• Question: “Are Your Heating Bills too High?”
• Testimonial: “Larry’s Lawn Service is Amazing -- We Haven’t Seen a Weed in Two Years!”
• Command: “Lose 10 Pounds this Week!”
• How to: “How to Be a Great Host”
• News: “Introducing Our New ‘Peace of Mind’ Homecare Visit”
• Reasons Why: “7 Reasons Why You Need to Write Captivating Headlines”