Never say in 10 words what you can in five. You are extremely lucky if yours is one of the few that is paid attention to. Don t wear out your welcome. Say it quickly, succinctly, and the reader just may read it all. Headlines work like this.
Headlines help to break up a dull, gray page of text.
They also accommodate contemporary reading styles, which scan for something that catches the eye. Each headline on this page gives the reader an entry point to the copy. Without the headlines, you would have been forced to begin reading at the top and to work all the way down to this point before you discovered these important observations about headlines. Use a road map. Before you write that first sentence, sketch an outline.