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The 100-to-1 rule: Creating the best headlines

from By Jeffrey Dobkin

Nobody uses the first draft in copywriting — at least none of my friends do. This, of course, depends on their hangover. While I don't like to waste time writing copy that isn't going to be used, it's just as important to edit severely as it is to write succinctly. What does this have to do with creating the best headline? It's called the 100-to-1 rule. It's the rule all copywriters use but don't tell you about. It's the reason great copywriters get paid so much money. more


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