Quick tip: The headline to your ad must sell your product or you have wasted 90% of your money

"In a print ad, 75% of the buying decisions are made at the headline alone."

- John Caples, the advertising industry's acknowledged forerunner of rigorously tested, measured, and verified advertising effectiveness

"On average, 5 times as many people read the headlines as read the body copy. It follows that, unless your headline sells your product, you have wasted 90% of your money."

- David Ogilvy, founder of the renowned Ogilvy & Mather advertising agency