Four of these chapters, or more than one-fifth of the entire book, deal with headlines of advertisements…Headlines are extremely important.”(Chapter 2: The Most Important Part of an Advertisement) “There are eighteen chapters in this book. “On the other hand, if the headline is a good one, it is a relatively simple matter to write the copy.” And copy that is not read does not sell goods. Because if the headline is poor, the copy will not be read. “If the headline of an advertisement is poor, the best copywriter in the world can’t write copy that will sell the goods. “The difference was that one used the right appeal and the other used the wrong appeal…The appeal is usually expressed in the headline” “Both advertisements occupied the same space. “I have seen one mail order advertisement actually sell, not twice as much, not three times as much, but 19 1/2 times as much goods as another. Headline Multiplies Results 19 1/2 Times!!!
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