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Remember, the headline is more than a mere summary of the website. For one, it is the first thing that people see. If a headline does not instantly give an indication of not only what the page is all about but also the reasons why people should read further the moment they hit it, it will actually deter prospects.

In fact, headlines that do not communicate any benefit in reading the next paragraph or navigating the site will dissuade readers from browsing deeper, which is where most online sales are made.

So the true purpose of a headline is not to summarize or advertise the website, the salesletter, or the business behind it. It's simply to get people to read further. That's it.

In advertising parlance, a headline is the "ad for the ad." For instance, a resume is not meant to land a job but to land an interview. A headline is, in the same way, meant to land the visitor's attention and arouse their curiosity — not the sale.

If a headline does not achieve this quickly, efficiently and effectively, people will simply click away.

You may have heard of the famous "AIDA Formula," which stands for, in order: Attention, Interest, Desire, and Action. Ads must follow this formula in order to be successful. They must capture the reader's attention, arouse their interest, increase their desire and lead them to take some kind of action.

Other than "grabbers" like graphics, multimedia, or "lumpy mail" in direct mail marketing (where trinkets are added to grab people's attention), the first part of the formula often refers to the headline.

If the headline does not command enough attention (or does not command it effectively and, above all, rapidly), then the rest of the formula will fail. People will likely leave at the click of a mouse. So the headline is not meant to do anything other than increase that attention factor.

Usually, there is a gap between the prospect's problem and its solution (or a gap between where a person happens to be at the moment and the future enjoyment of a product's benefits). But many prospects either do not know there is in fact a gap or, because it is one, try to ignore it as a result.

Therefore, a headline that either communicates the presence of such a gap or implies it. Better yet, if it's one that widens it, it will likely appeal to those who can immediately relate to it. (Of course, that's people within that site's target market.)

Using a headline that immediately conveys either a problem or a potential benefit not only makes the reader aware that there is a gap but also reinforces it in the mind. (And this doesn't mean writing ALL the benefits in the headline to cover all the bases, as in the case of mega-headlines.

Some headlines are newsy, others are sensational. Either way, it doesn't matter. All that matters is that the headline gets the reader to start reading. And if you created or widen the gap mentioned earlier, then after reading the headline readers will want to know, by browsing further, how they can close that gap.

Famous sales trainer Zig Ziglar said that people buy on emotional logic. In other words, they buy on emotion but justify their decision with logic. Therefore, emotionally-charged headlines also help to widen those gaps.

The wider the gap is, the greater the desire to close it will be.

How do you achieve that? While a website should focus on the solution rather than the problem, adding a negative (or a potentially negative) situation to the headline is often more effective because it appeals to stronger emotions and motives.

Granted, this might seem somewhat unusual or contrary to what you have learned in the past. So in order to understand this, let's take a look at how human needs and emotions work.

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Many times, a merchant will have post-sale interaction with a customer and will consider the sale over and the deal completely done. They fail to recognize that chargebacks can occur well after an actual sale is processed and occasionally engage in communication that spurs consumers to act rashly.

This does not mean that one must be overly accommodating to customers who may be considering a chargeback or disputing their bill. In many cases, taking a hard-line in negotiations can prevent would-be cheaters from following through with their plans. One internet entrepreneur illustrates this clearly.

“I had a customer who was threatening a chargeback. She claimed she didn’t make the purchase at all. When confronted with the fact that the code on the back of the card matched up and that I had her correct address, she backed off a little. I explained to her that if she persisted, all of that information would be relayed to the credit card company. I told her that it sure looked like she had made the purchase—and if it wasn’t her it must have been someone else who knew an awful lot about her. Maybe a family member or a friend. I told her that I wouldn’t give in to a chargeback attempt easily and that I’d make sure a full investigation was made.”

This hard-line approach worked. “After hearing that, she changed her tune. She indicated that it must have been her husband and that I didn’t need to worry about the whole thing. I don’t know if the information I had opened her eyes to the fact that someone at her place made the buy or if my approach just convinced her it wasn’t worth trying to wriggle out of the purchase. Either way, the threat of chargeback disappeared.”

This story not only illustrates the potential power of taking a serious attitude toward those who are attempting to effectuate a chargeback. It also underlines the importance of acquiring good information (in this case a CVV2 code and using AVS) in order to prevent chargebacks after a sale.

When discussing matters with customers who may be contemplating a chargeback, the merchant must be firm and protective of his or her self-interests. That does not, however, mean that the merchant should act in any way that would upset a customer. Too hard an approach can actually encourage a chargeback.

Like any other negotiation, dealing with dissatisfied customers requires “people skills” and a clear understanding of one’s objectives. When conducted appropriately, these interactions can result in avoiding chargebacks.

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With blogging gaining popularity day by day, the expansion of RSS is remarkable reaching new heights and depths in various fields. Since some blogging soft wares generate RSS feeds automatically, some people who maintain blogs publish RSS feeds without even knowing they are doing so. Blogging need not necessarily mean a personal affair it can also fuel business opportunities looked upon by various marketers and publishers. Also many big companies are using blogging to keep their employees, colleagues in various departments and customers posted on the latest topic of discussion.

Blogging, though the name was coined by Jorn Barger during December 1997, dates back to the time of invention of Internet. The Internet was started as a tool for scientists, researchers, academic professionals, students and the government. But, it took a real pace when it was explored for commercial purposes. The early days of World Wide Web consisted of lots of personal sites and free information, which made people take a tilt towards posting whatever they wanted at any time.

Still, people are interested and they have more things to say than before! Users are enthralled by the fact that they can create a website whose main purpose was to give ongoing updates on anything – current affairs, social issues, technical advances and so on. To top it all, they can give their opinions too! These comments/opinions often written in a witty manner with a well-researched outlook as well, hook people to read blogs. The fact that you need not get a job as a reporter or a writer to publish your views to the reading world is what keeps blogging on wheels since the day it was invented. Blogging is the true democratization of publishing. Bloggers find it fun to write anything, anytime for anyone, anywhere in the world.

The best part of the web log is that, you need not be a geek to be the master of your web log. The most vital point to remember while having a web log is that, it should be updated regularly. If you are not doing that, your readers will loose interest and will certainly go in search of better pastures to graze. After all there is no meaning in hanging on somewhere, where there is nothing to read. If you are in search of dollar, first formulate a frequency for your blog, which you are quite comfortable with. A perfect blog is one which is daily updated with relevant features. To blog daily, you need to manage your time, very carefully, unless you have plenty of time with you. And who can argue the fact that the owner of a quality blog also has some excellent time management techniques.