The headline says it all. If you're in advertising you know the drill: a headline is an ad within a headline. And if it doesn't grab the reader within a nanosecond, you can be sure he or she isn't going to read further. In 1925 a novice copywriter by the name of John Caples wrote a headline that today's ad gurus still regard as the best headline of the 20th century: "They laughed when I sat down at the piano. But when I started to play..." This headline also projected Caples into the Advertising ... read more »
