The Headline Is the Most Important Thing in Direct Response Advertising

The right headline, or its equivalent, is singularly the most important thing you're going to focus on. The purpose of a headline is twofold: It's to express immediately the advantage, the benefit, the protection that your product or serviceor company brings somebody that they very badly desire. And when you understand headlines, it will blow your mind. If blow your mind doesn't mean the same in japan, it will thrill you. Why? Because changing headlines from a poor one or a neutral one to a great one can multiply the result of the ad as much as 21 times.