The most important piece of copy you write for a blog post, an email or any other type of written communication is your headline. This is even more true now as the information overload of today’s Internet makes finding great content an exercise in headline browsing.

For example, I subscribe to the RSS feeds from about 70 blogs covering the alcohol, wine and spirits industry. Yet, I have a hard time finding good content within these blogs. Mind you, it’s not because the good content isn’t there. It’s because I also subscribe to 350 other blogs and make efficient use of my time by skimming headlines looking for an inviting post. Many people suffer from inbox overload and treat their email the same way.