A classic mistake in many sales ads and letters is that they start without a headline.
All your sales materials should start with a compelling headline, which is really "an ad for your ad." In other words, if people are interested in your headline, then they will read you ad. Because people won't spend time reading your ad to see if they have an interest in your product or service.
Use a headline for all your sales materials. Without a headline, your chances of getting your ad read are dramatically reduced.
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