Advertising Copy - Time Tested Rules That Never Fail
Here are some interesting facts that illustrate Ogilvy's obsession with ad copy. "On average 5 times as many people read the headlines as read the body copy. Unless your headline sells your product you have wasted 90% of your money."
"Ads with news are recalled by 22% more people than ads without news. News can be a new way to use an old product."