The headline reads, 'Docs say patients make them prescribe useless antibiotics.' This puts a physician in roughly the same predicament as a serial killer. The latter says, 'Stop me before I kill again, while the former says, 'Stop me before I prescribe again.'
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The headline is the most important element of an ad. It must offer a promise to the reader of a believable benefit. And it must be phrased in a way to make it memorable.
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Here's something to think about How come you never see a headline like 'Psychic Wins Lottery'
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'Be comfortable with who you are', reads the headline on the Hush Puppies poster. Are they mad? If people were comfortable with who they were, they'd never buy any products except the ones they needed, and then where would the advertising industry be?
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How about this for a headline for tomorrow's paper? French fries.
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If one morning I walked on top of the water across the Potomac River, the headline that afternoon would read President Can't Swim.
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If one morning I walked on top of the water across the Potomac River, the headline that afternoon would read: 'President Can't Swim.'
History
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