Get your reader’s attention.
That’s the immediate goal of any advertisement or marketing piece. Otherwise, everything else you do is for nought. Otherwise, you are as INVISIBLE to them as all the other poorly written ads and non-client focused marketing pieces they’re skimming past.
But where do you start?
The success of your ad (online and offline) begins–and sometimes ENDS–with the HEADLINE.
When it comes to where to concentrate your efforts, THIS is the hill you want to die on.
A headline is THE AD FOR YOUR AD.
There’s a famous list out there, 100 successful headlines and why they were so successful, that probably originated with Victor Schwab’s book (How to Write a Good Advertisement).
It is worth your while to take a look at that list.