Down At The Ad Agency
By Norm Williams
Albert Lasker an early advertising pro said "The headline in the end, today as 25 years ago, is 90 percent of all there is to an ad. Why do I say 90 percent? Because if you don't stop them with the headline, they won't read the rest."
It just makes sense to spend 90% of your copy writing time creating the headlines.
We are all headline readers because we do not have time to read all the advertising that is sent our way everyday. Sure we search for the solutions we need to survive in this competitive world. On the Internet we call them search engines.
In the real world we are busy shoppers who have a wish list of wants and desires. We are ready to buy when the right...
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