News Flash — Your logo is not a headline

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Your HEADLINE is a headline. If it’s a good one, then it’s 80% of your ad, sales letter, postcard, web page, blog post or tweet. Five times as many people will read your headline as will read the body of your ad. Why? Because a well-written headline can answer the question, “What’s in it for me?” Your logo can’t do that.

Don’t jeopardize your hard-won credibility with weak content
Since the attention-grabbing power of a headline is insanely out of proportion to the rest of your content, there is always the temptation for abuse. It may be easy to snag someone’s attention and get them to click through to your website or read further, but the payoff to the reader had better be worth it. If your visitor feels cheated once she learns the details, all of the time spent on credibility-building graphics and great headlines is lost. Worse than lost, because not only is she not coming back, now you’ve trained her to ignore you.

Your logo is a symbol of strength and reassurance. Headlines effectively “set the hook” and pull readers in. Quality content gets them to take the next step, whether that’s picking up the phone, sending an email, clicking the “buy” button or physically visiting your company.

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