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It is not uncommon for a change in headlines to multiply returns from five to ten times over.” “It is a basic law in advertising that no advertisement is better than its headline” - from by Claude Hopkins, the father of modern advertising “Writing selective, purpose-advancing advertising headlines that tell their story incisively and appealingly–fast–is one of the most highly skilled arts in the worldI urge you to read the first sentence of this paragraph again and again. No Ad Better Than It’s Headline “The writing of headlines is one of the greatest journalistic arts” “The identical ad run with various headlines differs tremendously in its returns. Here are some test resultstwo headlines were tested against each otherthe second pulled 300 percent moreAnother headline testThe second headline actually pulled five times as many” - from Methods To Increase Advertising Results by Andy Byrne, VP Smith-Hemmings-Gosden Direct Response Advertising. And right in his headline he takes the first, and truly giant, step on the road to that goal.” - from How To Write A Good Advertisement by Vic Schwab “The problem with many advertisers, and even with advertising writers, is that they don’t appreciate how much the headline can affect the response of the advertisement.

In other words, the copywriter’s aim in life should be to try to make it harder for people to pass up his advertisement than to read it. “For, obviously, it is the headline that gets people into the copy the copy doesn’t get them into the headline.

2001 headlines jay abraham pdf download