Want to know why certain headlines endure for decades?

They create gaps.

John Caples: “They Laughed When I Sat Down At The Piano But When I Started to Play!”

The gap: ridicule to respect.

Victor Schwab: “A Little Mistake That Cost A Farmer $3,000 Each Year”

The gap: ignorance to knowledge.

Neither sold the product directly. Both sold transformation.

That space between problem and solution?

That’s where desire lives.