Why great headlines hit the “Yeah! Factor” (Part 2)

Why … allows you to present a reasoned argument. Why …  allows you to list all the benefits the subject has to offer. Most importantly, Why … allows you to speak your vision. To state what you believe in. To go straight to the limbic centre of our brain (white matter), where those emotional, behavioral, […]

How to write headlines that hit the “Yeah! Factor” (Part 1)

  If you’re browsing eyes scanned toute de suite down to this sentence to the heartbeat of “Oh-Yeah!”, then the first stage of the Anatomy of Body Copy – Arrest Attention – has been successfully accomplished. The concept’s headline and visual is quite literally the be all and end all of a communication piece (which […]