Every guerrilla destined for marketing victories knows very well that if you have ten hours to spend creating a marketing weapon, you should spend nine of them creating the headline. It's the first impression you make, often the only impression, and the rest of your marketing weapon will live or die by the quality of that headline.
Don't think that just because you don't run print ads your headline is not important. Another way of thinking about a headline to think of it as the first thing you say to prospects. Wise marketing people have said that you should picture yourself knocking on someone's door which is then opened by a very busy person. You can say one thing before that person slams the door in your face or opens it widely and invites you in.
You have the opportunity tell your whole story...
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