The headline is the first and most important element of your piece. It’s what will capture attention and make people want to read more. A great headline should be clear, concise, and 100% relevant to the topic at hand.

The lead captures the reader’s attention and gives them a brief overview of the article. A good lead will use strong keywords and incentive phrasing to encourage the reader to keep reading.

Body

The body of your article is where you’ll expand on your lead and provide Hospital Mailing Lists more detailed information about your topic. A good rule of thumb is to keep your paragraphs short and to the point. The last thing you want is for your readers to lose interest halfway through your article.

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How to Write Headlines

David Ogilvy, the father of advertising, said that on average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar. If the headline isn’t very good, don’t blame the editor; he didn’t write it. And don’t blame the reader; he doesn’t want to read it.

If your headline is good, by all means, underestimate its importance. If it isn’t good, realize that no matter how great your product is, it will lose sales because of a poor headline.

A weak headline can kill a strong product. A strong headline can sell a weak product. The purpose of a headline is to sell, not to inform.

The only exception is in technical writing or scientific journals, where the headlines are often written after the article is finished and are designed solely to summarize its contents. But even in this case, if the headlines are effective—if they capture the imagination—they will sell more copies of the journal.

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