February 2013
Intermediate to advanced
304 pages
7h 42m
English
Content preview from Web Copy That Sells, 3rd Edition
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HOW TO CONSTRUCT A RIVETING HEADLINE
According to David Ogilvy, founder of the Ogilvy & Mather advertising agency and author of Confessions of an Advertising Man (rev. ed., Atheneum, 1988) and Ogilvy on Advertising (John Wiley & Sons, 1983), “On the average, five 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 percent of your money.”
Here’s a plan for crafting never-fail headlines:
Step 1. Write 30 to 50 headlines before you decide on the one you’re going to use.
Step 2. Step back from the headline for a day and read it again with a fresh perspective.
Step 3. Ask yourself, “How can this headline be better?” “Is this the best possible headline for my objective, ...
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.