American Marketing Association Professional Certified Marketer (PCM) Content Marketing Practice Exam

In marketing copywriting, what is the primary goal of a headline?

1. To provide detailed information

2. To evoke curiosity and interest

3. To summarize the content

4. To establish brand voice

The correct answer is: To evoke curiosity and interest

The primary goal of a headline in marketing copywriting is to evoke curiosity and interest. A headline serves as the first point of engagement between the content and the audience, and its effectiveness lies in grabbing attention quickly. An engaging headline compels the reader to want to learn more, prompting them to click, read further, or take desired actions. This initial spark of interest is critical since many readers make quick decisions about whether to engage with additional content based on the headline alone. While providing detailed information, summarizing the content, or establishing brand voice are all important aspects of effective writing, they are not the main function of a headline. Instead, such tasks are typically carried out in the body of the content or through various messaging elements throughout the marketing materials. The crucial role of the headline focuses on attracting and enticing the audience, making curiosity and interest the key objectives that drive its creation.