’11 Ways to Write Powerful Ad Headlines’ – Entrepreneur
Craig Simpson says, “Now it’s time to look at what ad expert Eugene Schwartz had to say about headlines because it gives us an interesting perspective on what a good headline is all about. Schwartz told us that, in spite of what many of us may believe, “The headline does not sell.” That’s not its purpose. Its purpose is to capture attention.
As people read through their mail, you have only 10 seconds to catch their interest. During those ten seconds, people decide to either keep reading the piece or throw it away. The headline’s only purpose is to get people to read the rest of the piece. It doesn’t sell a product, confirm a point of view, argue for or against any position or say anything about the advertiser. It just has to get people to read the next paragraph.
With email, you can only count on about one-third the attention span, so it’s more important than ever to have a headline or subject line that grabs attention and entices the prospect to read on. How long should the headline be? There’s no universal length that will be right for every piece”.
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