He was one of the highest paid copywriters of the 50's and 60's. It is also said that his book Breakthrough Advertising is the most stolen book from public libraries. Although Schwartz might have been a cold dog. “Force” is a harsh word here. But he certainly means "lure". Schwartz describes the well-oiled slide very nicely here. Your reader must be on a path. On a well-oiled slide… where he can no longer brake. Your reader needs to slide all the way from your headline, to the first sentence, through the actual body of the text… and finally to the call-to-action . 6. Joe Sugarman joe Sugarman.
Every element in your ad [the headline, subheadings, etc.] is primarily designed to do one thing, and one thing only: get the first sentence read. Sugarman didn't make his career by writing for others. He makes a career out of writing for himself . and his experiences. He wasn't a freelancer. He was an Israel phone number list entrepreneur. Here he again describes the importance of the first sentence. After the headline , the first sentence is the most important element. According to Sugarman, your headline has only one purpose — to get the first sentence read.
That's why you should write your headline so enticing that your reader can't help but read the first sentence. 7. Robert W. Bly bob-bly Headlines can do more than get attention. Your headline can do four different jobs: grab attention, select your audience, deliver a complete message, and pull the reader into the body of the text. Bly is more of an analytical, somewhat "cold" copywriter. If you're from the tech world, then he's certainly someone you can relate to. Much like Caples, Bly sums it up well too. But only from a slightly different perspective. But he means the same thing. Your headline needs to draw attention by engaging your reader's self-interest. What's in it for him? What's in it for him? But news also attracts attention.