Why has your Marketing Material got such a Crappy Headline?

Currently in the middle of receiving marketing pieces from business owners as part of the 2008 Olympic Marketing Challenge (see below for details).

So why do so many of us use lame headlines in our marketing or even worse no headline at all?

Writing headlines is the fun and easy part in marketing.

We all need to work a little harder and test a lot more.

Headline I liked today that I saw was

"Bonus Whores Offers Once-in-a-Lifetime Opportunity to Lucky Member"

Even if you're shocked you'll want to read more. Job Done