Actually, a good headline is worth a thousand words–maybe more.
Your headline is the most important element of nearly any piece of marketing writing. This applies to printed material, such as a direct mail piece, an email, or a web page. You should spend at least as much time crafting your headlines as the other portions of your marketing writing.
I have seen the change of a single word in a headline produce ten times more response than the one in the original piece of direct mail.
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