If you talk to enough copywriters, you’ll eventually hear that headlines are critical for your copy’s success.David Ogilvy summarizes this quite well in the quote above.
Generally, it is advisable to actively check out your spouse's readiness by asking, "Can you listen to me now?
This leads us to another famous Ogilvy quote: “It follows that unless your headline sells your product, you have wasted 90 percent of your money…” Ogilvy believed headlines were so important that he viewed them as being worth 90% of the money invested in advertising. Headlines are so important that a single word can impact a campaign dramatically.
We’ve seen e-mail subject lines where a one word change increased click-throughs by 46%.
Frankincense and the other plant-derived treasure given to the newborn Jesus in the New Testament narrative—myrrh—have a long history dating back thousands of years.
Though perhaps best known for their use in incense and ancient rituals, these substances—both of which boast proven antiseptic and inflammatory properties—were once considered effective remedies for everything from toothaches to leprosy.