Remember that the reader's attention is yours for only a single instant. They will not use up their valuable time trying to figure out what you mean.
John CaplesEvery copywriter knows what it is to struggle with a copy for hours, for days - fixing it, polishing it, rearranging it. We have all been quilty of leaving the headline until the last and the spending half and hour on it - or perhaps only ten minutes.
John CaplesThe success of an entire advertising campaign may stand or fall on what is said in the headlines of the individual advertisements.
John Caples