The 11,427-dollar lesson in attention

Neil French once ran an ad that opened with:
‘This page is costing us $11,427. Are we getting our money’s worth?’

You read on, didn’t you?

That is the power of a headline that earns its keep. It does not shout. It invites curiosity, then rewards it.

Every word in great copy has a job. If it does not pull its weight, it is gone.

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