"In a print ad, 75% of the buying decisions are made at the headline alone."

Direct quote from Tested Advertising Methods by John Caples, the advertising industry's acknowledged forerunner of rigorously tested, measured, & verified advertising effectiveness.

"On the average, 5 times as many people read the headlines as read the body copy.
It follows that, unless your headline sells your product, you have wasted 90% of your money."
David Ogilvy, world famous advertising executive, best-selling author of the most influential books on advertising Confessions of an Advertising Man, and Ogilvy on Advertising, and founder of the renowned Ogilvy & Mather advertising agency.

"You may have heard of the AIDA formula, which stands for: Attention, Interest, Desire,
and Action. The first part of this simple formula refers to the headline and it is where
most ads usually fail. If the headline doesn't command enough attention, then the rest
of the formula -- even if the ad is effective -- fails."

The Success Doctor - Michael Fortin

"In a print ad, 75% of the buying decisions are made at the headline alone."

Direct quote from Tested Advertising Methods by John Caples, the advertising industry's acknowledged forerunner of rigorously tested, measured, & verified advertising effectiveness.

"On the average, 5 times as many people read the headlines as read the body copy.
It follows that, unless your headline sells your product, you have wasted 90% of your money."
David Ogilvy, world famous advertising executive, best-selling author of the most influential books on advertising Confessions of an Advertising Man, and Ogilvy on Advertising, and founder of the renowned Ogilvy & Mather advertising agency.

"You may have heard of the AIDA formula, which stands for: Attention, Interest, Desire,
and Action. The first part of this simple formula refers to the headline and it is where
most ads usually fail. If the headline doesn't command enough attention, then the rest
of the formula -- even if the ad is effective -- fails."

The Success Doctor - Michael Fortin

"In a print ad, 75% of the buying decisions are made at the headline alone."

Direct quote from Tested Advertising Methods by John Caples, the advertising industry's acknowledged forerunner of rigorously tested, measured, & verified advertising effectiveness.

"On the average, 5 times as many people read the headlines as read the body copy.
It follows that, unless your headline sells your product, you have wasted 90% of your money."
David Ogilvy, world famous advertising executive, best-selling author of the most influential books on advertising Confessions of an Advertising Man, and Ogilvy on Advertising, and founder of the renowned Ogilvy & Mather advertising agency.

"You may have heard of the AIDA formula, which stands for: Attention, Interest, Desire,
and Action. The first part of this simple formula refers to the headline and it is where
most ads usually fail. If the headline doesn't command enough attention, then the rest
of the formula -- even if the ad is effective -- fails."

The Success Doctor - Michael Fortin

"In a print ad, 75% of the buying decisions are made at the headline alone."

Direct quote from Tested Advertising Methods by John Caples, the advertising industry's acknowledged forerunner of rigorously tested, measured, & verified advertising effectiveness.

"On the average, 5 times as many people read the headlines as read the body copy.
It follows that, unless your headline sells your product, you have wasted 90% of your money."
David Ogilvy, world famous advertising executive, best-selling author of the most influential books on advertising Confessions of an Advertising Man, and Ogilvy on Advertising, and founder of the renowned Ogilvy & Mather advertising agency.

"You may have heard of the AIDA formula, which stands for: Attention, Interest, Desire,
and Action. The first part of this simple formula refers to the headline and it is where
most ads usually fail. If the headline doesn't command enough attention, then the rest
of the formula -- even if the ad is effective -- fails."

The Success Doctor - Michael Fortin