Headline Tip #9: Make Dysfunction Function for You

by Wes Hanson on April 19, 2012

Obsessive compulsiveness is rational? Are you crazy? Yes, and no. It’s only logical to fuss over your headlines and opening statements. Look at advertising legends like David Ogilvy and Gene Schwartz, who worked and reworked (and reworked) their headlines and copy openings, devoting at least half their writing time to just the first few words. […]

Unless you live in Sao Paulo, which has banned outdoor advertising, you can scarcely avoid commercial promotion. From the bus stop to the urinal to the coffee cup sleeve, images and slogans bid your attention in shouts and whispers, influencing you in myriad ways whether you know it or not. The ubiquitous pitches get inside […]