On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.
The headline is the most important element in most advertisements. It is the telegram which decides the reader whether to read the copy.
The headline is the most important element of an ad. It must offer a promise to the reader of a believable benefit. And it must be phrased in a way to give it memory value.
The headline of an advertisement accounts for 60% of the pull of that ad. In the same way, the start of a letter makes or breaks the letter, because if the start does not interest your reader, he never gets down to the rest of your letter.
Writing headlines is a specialty - there are outstanding writers who will tell you they couldn't write a headline to save their lives.
