I'd like to turn to some of the issues that come up again and again when people are discussing what makes good and bad creative work. Starting with headlines. And other issues. In the 1950s, one famous English advertising agency had a Hungarian creative director as an art director.
Research shows that long headlines usually do better than short.
Wit is often wasted on busy prospects. It constantly proved a 'banker' ad, until they produced a new model of the product. Even Muhammed Ali, who was used in some ads, never did better except when he had a big fight on - context, again, being the reason. Here are some other successful headlines, none less than seven words lo ng. I'm making real money now.