You can write a headline in an infinite number of ways. However, certain types of headlines have proven themselves repeatedly for many years. By following the “formula” of these headlines, you can give yourself an edge when you are serious about persuading someone to read and respond to your copy.

In paid search campaigns the majority of organizations simply use their web site (typically their home page) as the destination for the respondent that clicks on their ad.In most cases this is absolutely the wrong thing to do.