Dear Marketers,
I used this headline to prove a point. Headlines make people read.
...And if you're still reading, you're living proof it works. :)
But that's common sense. Everyone knows juicy titles make people open an email (or read a sales letter) faster you can say "easy money". The problem is coming up with these masterpieces so you can get your promotions out quickly.
If you listen to the old school heavyweights, guys like John Caples (who wrote Tested Advertising Methods), you'll learn you should spend 50% of your time on the body and 50% of your time on just the headline...
Imagine if you spent 2 weeks plus grinding out an 8 page sales letter... You're now supposed to spend another 2 weeks writing hundreds of headline variations?
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