What writers & others say
“A story is a verb, not a noun.”
— Byron Dobell, former editor of Esquire
“PR professionals need to push back on their clients and explain that writing long headlines may not catch the attention of more readers. On the contrary, it may mean that readers never find the news.”
— Schwartz MSL
Grab readers with great headlines
By the time you’ve written your headline, said ad man David Ogilvy, you’ve spent 80 cents of your communication dollar.
Indeed, many times more people will read your headline than your body copy. Are you getting 80% of your ROI out of your headline?
Learn how to use the most important line in your message at our headline-writing course.
