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    Did you notice the title for this article? Of course you did and that is why you clicked to read this article. As legendary advertising guru David Ogilvy said in his book, Confessions of an Advertising Man, “The wickedest of all sins is to run an advertisement without a headline.”

    Yes, it is true that the most important tool in print advertising is the headline, be it for a space advertisement, a website, a sales letter, a billboard, or a press release. Headlines are the difference between success and failure in advertising.

    In print advertising, the headline is so important that it is considered to be 80% of the power of an ad. The reason for this is that five times as many people read a headline as read the body copy of an ad. Consider how you read a newspaper or a magazine. If you are like most people, you scan headlines and you only read the news stories and adver

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    ssions of an Advertising Man, “The wickedest of all sins is to run an advertisement without a headline.”

    Yes, it is true that the most important tool in print advertising is the headline, be it for a space advertisement, a website, a sales letter, a billboard, or a press release. Headlines are the difference between success and failure in advertising.

    In print advertising, the headline is so important that it is considered to be 80% of the power of an ad. The reason for this is that five times as many people read a headline as read the body copy of an ad. Consider how you read a newspaper or a magazine. If you are like most people, you scan headlines and you only read the news stories and adver

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    is the headline, be it for a space advertisement, a website, a sales letter, a billboard, or a press release. Headlines are the difference between success and failure in advertising.

    In print advertising, the headline is so important that it is considered to be 80% of the power of an ad. The reason for this is that five times as many people read a headline as read the body copy of an ad. Consider how you read a newspaper or a magazine. If you are like most people, you scan headlines and you only read the news stories and adver

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    ng.

    In print advertising, the headline is so important that it is considered to be 80% of the power of an ad. The reason for this is that five times as many people read a headline as read the body copy of an ad. Consider how you read a newspaper or a magazine. If you are like most people, you scan headlines and you only read the news stories and adver

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    adline as read the body copy of an ad. Consider how you read a newspaper or a magazine. If you are like most people, you scan headlines and you only read the news stories and advertisements that have a headline that catches your attention and interest. That is why writing an attention grabbing headline is so vitally important in advertising.

    So, how do you write a good headline? Actually, it is not as hard as you think. In fact, decades of research has been done on advertisements to see which headlines generate the most leads and sales and here is a summary of what works.

    1. Your headline should flag down readers who have a specific problem. For example, if you are selling cosmetics that help middle age women look younger, your headline should state that benefit. For example, “How women over 40 can look 10 years younger in 10 minutes with XYZ Cosmetics.”

    2. There are t

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