If you have to set very long copy, there are some typographical devices which increase its readership: 1 A subhead of two lines, between your headline and your body copy, heightens the reader’s appetite for the feast to come. 2 If you start your body copy with a drop-initial, you increase readership by an average of 13 per cent. 3 Limit your openin

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In print advertisements, your headline is the most important element. The other day I saw one headline produce five times as many orders as another. If your headline promises your strongest and most distinct benefit, you are on your way to success. Good photographs of your product cost more than bad ones, but they also sell more. When you want to s

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