Direct
Marketing Tip:
"Un-Bury" the Lead -- Want to "pump up" weak creative?
Then move the "Golden Nugget" up front.
Move the Golden Nugget.
Search for the golden nugget of great copy
that's almost always buried deep in the
body text. Then move it into the lead headline.
Don't Bury the Benefit.
Often the most compelling benefit statement or emotional appeal
gets lost in the body copy.
Ta-Da.
But move it up and you'll turn a pig's ear into a silk purse.
