Headline
In a Nutshell
A headline is the first attention-grabbing text of a piece of content, an ad, or a campaign. Expected to be the shortest and most powerful expression of the message. In theory: a few words. In practice: the entire idea compressed.
What It Really Means
Writing a headline looks easy. Because it's short. But being short doesn't make it easy — it makes it harder.
A good headline opens up the idea, creates curiosity, and sets the tone. A bad headline either over-explains or says nothing at all.
In agencies, the headline is often the most revised piece of copy. Because everyone can have an opinion on a few words.
The headline is the door to the idea. If the door is wrong, no one enters.