Tweets’s are headlines… tags are too..

In fact, most everything we write in today’s short message, give me the bullets world is what copywriters would refer to as the headline

John Caples , father of direct marketing copy, wrote, “Now, I spend hours on headlines—days if necessary.”

Why the emphasis on headlines? “The headline selects the reader,” said direct marketing guru 
Axel Andersson .

“On the average, five times as many people read the headline as read the body copy,” wrote David Ogilvy . “When you have written your headline, you have spent 80 cents out of your dollar.”

The late Mel Martin  was the world’s slowest copywriter. He could spend two weeks on the teaser of an envelope. Yet his painstaking craftsmanship was responsible for turning Marty Edelston’s Boardroom into a $150 million annual business.

Mel Martin’s envelopes featured the USP of the book or newsletter Boardroom was selling. They were compelling. Three examples of irresistible Mel Martin teasers:

  • What Never to Eat on 
an Airplane.

  • What the IRS Doesn’t Want You to Know.

  • The Two Most Forgotten Deductions On Any Tax Return.