07-03-2006, 06:06 PM
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 | Citizen of MBL | | Join Date: Dec 2005 Location: Salt Lake City
Posts: 1,636
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 Don't Always Make Direct Mail Headlines Positive
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Originally Posted by The Front Page The most powerful headline I ever read and acted upon was a negative headline. It changed my life.Yet most books on direct mail copywriting will tell you to cast your headlines, overlines and Johnson Boxes always in the positive. But sometimes being negative is positively good for business. Or, to say it another way, negative headlines in your direct mail advertising are not always bad.
The headline that changed my life appeared in a small display ad in the Daily Mirror, a British daily newspaper. Here's what it said:
| Read the entire article. |
