5 thoughts on “When you have written your headline”

  1. In my old ad agency days, I once spent all of my dollar.

    It was for a small start-up sportswear company making a name for itself with colorful athletic shorts. Sort of an après-exercise item for the triathlete/endurance-fanatic crowd. I had a big image of 5 buff (shirtless) guys cropped just above the abs and the knees. And a single headline with no body text at all: HOT LEGS.

    One headline, one satisfied client.

    Now, with books, the main title is the headline. I use the same thinking.

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