The headline is the most important element of an ad. It must offer a promise to the reader of a believable benefit. And it must be phrased in a way to give it memory value. ↗
I think the record speaks for itself. These are two individuals who have been for the war when the headlines were good and against it when their poll ratings were bad. ↗
I don't make demands. I don't tell you how it should be. I'll give you options, and it's up to you to select or throw 'em away. That should be the headline: If you're insecure, don't call. ↗
If the worst that happens is that I wake up and see a picture of myself and a headline saying, 'He wasn't very funny last night', then I've got nothing to complain about. ↗
To wake up in England and have the newspaper on your front door with a headline that says, 'Ozzie's Beach Whale of a Daughter,' doesn't really do much for your self-esteem at all. ↗
People get up, they go to work, they have their lives, but you'll never see the headlines say, 'Six billion people got along rather well today.' You'll have the headline about the 30 people who shot each other. ↗
It is grievous to read the papers in most respects, I agree. More and more I skim the headlines only, for one can be sure what is carried beneath them quite automatically, if one has long been a reader of the press journalism. ↗
