Headlines grab attention. They are supposed to pull the reader into the body of your copy.
Some people like them short, punchy, thought provoking, and to the point: 1001 Great Headlines. Others like long headlines. They feel that it is important to convey the entire essence of their entire offer right in the headline: 1001 Great Direct Mail Headlines From The Experts For Only $59!
No absolute authority exists to say how long a headline should be. Your headline should be just long enough to say what you need to say to get your reader to pay attention to the rest of your offer?
Your prospect reads for knowledge, information, or pleasure, not because he wants to work. You certainly do not want to hide your message, and you don't want him to have to work in order to figure out what you want him to know.
So, when developing headlines, ask yourself: Have I made a promise? Have I painted a mental picture?
Have I created a sense of urgency? Have I explained how my product and service can solve a problem? Have I explained why this is an incredible bargain? Then, incorporate your answers into the headline.
Often, your audience will determine the type of headline you will use. If your audience expects you to present a serious, somber persona, make sure that your copy does so.
You should never ask a question in your headline that can generate a "No" or negative response. If the reader says "No," he may not read any further. And if he doesn't, he certainly won't respond. So be sure to ask a question that generates a "Yes" or positive response.