Brian Clark reports:
"Your headline is the first, and perhaps only, impression you make on a prospective reader. Without a compelling promise that turns a browser into a reader, the rest of your words may as well not even exist...On average, 8 out of 10 people will read headline copy, but only 2 out of 10 will read the rest. This is the secret to the power of your title, and why it so highly determines the effectiveness of the entire piece. Remember, every element of compelling copy has just one purpose — to get the next sentence read. And then the sentence after that, and so on...[I]t’s fairly obvious that if people stop at the headline, you’re already dead in the water. The better your headline, the better your odds of beating the averages and getting what you’ve written read by a larger percentage of people."
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