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The Click & Convert Podcast

Sep 20, 2014

What makes great headlines work?

Research from a marketing master…

John Caples is revered as one of the original masters in the art of direct response copywriting, and his research is on the art of headlines is particularly useful.

Caples’ researched the headlines that worked best in display advertising over many years and the results led him to conclude that there are four important qualities to a good headline:

  1. Self-interest (The most important of these headline qualities)
  2. News
  3. Curiosity
  4. Quick, easy way

In this episode of The Small Business Marketing Report, Sean and Robert explain Caples’ thinking behind these qualities.