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Secrets of headlines that make people want to read - and other tricks that help you get your message across (02 Dec 07)

An American multi-millionaire who writes all his own advertisements once said that as far as he is concerned, the only purpose of each sentence is to make people read the next one.
If so, by far the most important sentence is the one at the beginning: the headline. This is almost certainly true, because some years ago a st…

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