Irrespective of whether you’re writing an email, a tv show, a radio ad, or an Instagram post, the headline you use will determine the lion’s share of its effectiveness.

A stronger headline means substantially more people will notice your ad.

But a weak headline means people will ignore your ad, regardless of how good your offer might be…

Picture this. You’re thumbing through the pages of a slim, elegant, catalog that arrived via mail earlier in the day.

The pages feel crisp to the touch, and you notice how vibrant the illustrations are. Captivating even. You glance over and something catches your eye.