How to Craft a Headline Around the Big Thing

Daniels says he spends 30 to 50% of his time on headline creation. He has trained a copy wrigting apprentice who sends him six to ten headlines that shei sort of rd her headline e choice is down to for send em to me for further fine tuning. Daniels: More often than not, especially if they've done long copy, they have a better headline buried somewhere in the copy than they have as the headline. If you hunt for it and find it, it's pretty easy to instantly improve and add.