What is Headline?
The primary text that captures attention in an ad or landing page.
Definition
The headline is the most-read piece of copy in any ad, landing page, or email. Research shows 80% of people read headlines but only 20% read body copy. Effective headlines are specific, benefit-driven, and create curiosity or urgency. Formats that consistently perform: numbers ("5 reasons..."), questions ("Tired of...?"), how-to ("How to get..."), and direct benefit statements ("Get clearer skin in 14 days").
Example
A brand tests three headlines: "Our New Moisturizer" (generic), "Dermatologist-Recommended Hydration" (authority), and "Why 50,000 Women Switched to This Moisturizer" (social proof). The social proof headline wins with 2x the CTR.
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