The right headline is interested to all, even the most uninvolved reader, and if you can make it interesting, you'll be able to attract them into read the rest of your story. The problem is that it works the same way with a bad headline, a bad one will turn off a reader who might actually be very interested in what you're trying to sell. As far as I can tell, there are no specific rules that every headline needs to follow. It all depends on what the topic is, what the goal of the writing is, and several other factors.

I am the first to admit that it's hard to write good sales copy. You have to think about every word you are using, because not only should your sales copy look good, be easy to read, but it needs to be high converting as well. It's really all about the sales When you are writing a sales copy, you need to think about the main goal, and the main concern of why you are writing. It's all about the sales. All you need to think about when writing, is how to convert each reader into a customer.

When you write a newsletter like I am doing, obviously, you want as many people as possible to open it and read the content. The first thing you need to think about is the headline. The newsletter is being delivered by e-mail, so there are really only two things that people look at once your e-mail is in their inbox. It's the name of the sender and it's the headline (subject) of your e-mail. The name of the sender is probably just as important, but I haven't been testing it, I have only been using my own name, and that's really it.