On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.
We are surrounded my advertising all the time. Some stay in mind others not. Here are some basic views about it.
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That's a tumor. It goes across my liver, up through my lungs, all the way around my heart. And when they were done trying to cut it out, nuke it out with radiation and chemotherapy it out, it left so much scar tissue that when I walk outside now in cold weather and take a deep breath, it feels like someone is stabbing me.