I remember my copywriting professor telling us that when we were working on print ads, we should spend at least 1/3 of our time on the headline — it was that important.
Your headline is either a speed bump your audience won’t brave or a whiff of freshly baked cookies, enticing them in. Your call.
Thanks for the info!
I agree that a great headline will pull readers into into the ad, but if you don’t pay off the headline, they will run to the next page before you know they’ve left.
A great headline gets them into the copy, but it is a great story that compels them to keep reading.
McLellan Creative….now THAT is a superb name!! 🙂
Thanks for the compliment! It’s amazing how many McLellan’s are involved in marketing…
I wonder why McLellans are drawn to marketing? There must be something inherently creative in the name.
Or else we just can’t find real work!