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Only the ones drawn in by an attention-grabbing headline will continue on to read the first sentence of your copy. A great headline convinces more people to read your copy while a poor one sends potential customers searching for somewhere else to spend their money.

This leads us to another famous Ogilvy quote: “It follows that unless your headline sells your product, you have wasted 90 percent of your money…” Ogilvy believed headlines were so important that he viewed them as being worth 90% of the money invested in advertising. Headlines are so important that a single word can impact a campaign dramatically.

If the ad was sent to 2,000,000 e-mails, the winning version would lead to 17,000 more clicks, all from changing a single word.

That’s a measurable difference that significantly impacts the bottom line. It’s because they’re the first lines of your copy that customers read.

Mentoring of young Black faculty (and graduate students) who work at colleges across the country usually hinges on teaching young Black professors the rules of college life as it pertains to tenure and promotion.

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