One direct selling expert goes as far as to credit the title with one hundred percent of the success or failure of any ad or sales letter, because if the title fails to tug the reader into the main body of the ad or sales copy, then there isn't any possibility of success. However, if the title is successful, then other sales copy factors become active, such as the advantages presented, the guarantee, the offer, the close, for example. Now all of them share in the efficacy of the sales copy also.
So, here are the 3 major reasons for headline failure. If your strap line fails in its' purpose, then the entire ad, article, or sales letter will fail because they can never get read. As many of you know those days are just about over so far as having a job for life or finding any security for a good job. Content rewriters.
take a risk on yourself, what have you got to loose? You might shock yourself. If the reader can identify a desire they have with finding an answer to that desire in your ad, article, or advertising letter, then they may keep on reading. If they do not see any benefit to reading on, they will not. Making 100 or so press releases before picking the title that the writer feels is most liable to succeed isn't rare.
