You want your writing to trigger the right emotion and set the mood for your prospect. When you set the mood, they’ll be more receptive to your copy. And the sooner you set the mood, the more effective your copy will be.
Now if you’ve studied copywriting at all, you know that the Headline gets all the love – as well it should. It’s what catches the reader’s eye and gets prospects to stop what they’re doing and read your ad. John Caples pointed out that if the headline doesn’t…
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