Article: Headline Failure Equals Profit Failure
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Headline Failure Equals Profit Failure
Arguably, it is often claimed by professional copywriters that the headline contributes 80% or more of the success of any ad, article, or sales letter.
Direct marketing expert Jeff Paul goes so far as to credit the headline with 100% of the success or failure of any ad or sales letter, because, as he states, "if the headline fails to pull the reader into the main body of the ad or sales copy, then there is zero chance of success!"
Think about how you read a newspaper or magazine. Do you start with the first article and then read every word from front to back of the publication?
No, of course not!
Instead, you quickly scan the headlines, looking for something that interests you, usually because of curiosity or because there mig...
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