If you prefer to be 100 percent risk averse, maybe you should move into accounting. The headlines which work best are those which promise the reader a benefit. A unique style takes attention away from the subject. The ads will make them smile and they'll bring that feeling to your product. The thing is to be reckless, not careful.
Any fool can write a bad ad.
It takes a genius to keep his hands off a good one. All rights reserved. Downloaded from the EXPO Magazine Back Issue Archives on the EXPOweb.