Headlines and Heavy Lifting.

Statistics suggest that 90% of the people who see your marketing message will read the headline and move on.  And that suggests that most of your time should be devoted to creating headlines that will grab attention, make someone curious, be a bit shocking or otherwise engage your audience.  This is true whether it’s a print ad, a direct mail piece, a digital ad, an email or a billboard.  If your headline can’t stop someone, you have to settle for 10% readership of your message.  That’s not 10% response; it’s 10% readership.  If headlines do the heavy lifting, use the strongest possible headlines.