OK, you’re surfing the net or snatching a glance at the newspaper over a hasty breakfast. What catches your eye? What makes you skim past articles and websites? The power of a well-written headline should never be underestimated. The success of a website, advertisement, article, blog, or press release will depend on it, and although each type of communication will have its own purpose, its first intent must be to seize the attention of the reader. Anything dull that fails to leap off the page will likely be overlooked, its copy ignored.