How people look at information

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What do you think: when presented with new information, do most people first read it word by word?
Do they read entire ads, pages, etc., whether online or offline?
Of course not.

Most people first scan or skim the content instead of really reading it. And what’s their preferred navigation tool? The headlines: people scan or skim the headlines until they find something that interests them. Just about right now your inner voice is confirming this to be true because you most likely do the same.

My 2¢: Your headline is the first and often only impression you make on a prospective reader.