Remember when I said that profitable advertising was a planned and purposeful neglect of everything except making the sale … and that you should treat copywriting like a salesman?
Well, there is something else you should know: the difference between copywriting and face-to-face salesmanship is that the salesperson can’t be ignored …
She demands attention. Your advertisement, however, can be ignored. This is why effective headlines are so important.
See, an effective headline is like calling out in a crowded room, “Hey Demian, can I talk to you?” Your headline gets the attention of the right people. So you write a headline that recognizes those people.
But there’s a problem.