The purpose of a headline is to pickout people you can interest. You wish to talk to someone in a crowd. So the first thing you say is, "Hey there, Bill Jones" to get the right persons attention. So it is in an advertisement. What you have will interest certain people only, and for certain reasons. You care only for those people. Then create a headline which will hail those people only. (p.13)( Claude C Hopkins - Scientific Advertising )
“If you know the enemy and know yourself, you need not fear the result of a hundred battles" (Sun Tzu, The Art of War)
19 October 2012
Headlines
