When you have written your headline, you have spent eighty cents out of your dollar.
David Ogilvy, Advertising Executive
When you have written your headline
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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.
Sounds like a great ad, Harald.
If I may ask, what agency were you with?
I worked at JWT – Chicago. My account’s most memorable headline (which I didn’t write) was, “Dogs Love Cheese!”
Hola PG. It was just my own agency. Small fish in a sea where Chiat-Day was the big dog at the time in L.A. Q: Do sharks like cheese?
Sharks will eat anything, H.
Thanks for the reminder!