According to Branding and Advertising legend, David Ogilvy: 5 times as many people read the headline than they do the body copy in a sales message. This means that unless your headline actually sells what you've got to offer, you'll have wasted 90% of your time, money and energy.

Now, you don't need me to tell you 90% waste isn't lean! So here are some tips for making your headlines work!

1. Headlines Everywhere!

If you've written newsletters for a while in the traditional "news" style, you'll know how frustrating it can be continually having to remind people what you do as you get new subscribers. In your first issue, full of enthusiasm, you might have told your readers that they can get a discount or sign up to another of your great services. But as the numbers grow, perhaps thousands of people have missed some crucial or brilliant piece of advice you wrote a year ago while you're always struggling to come up with something new.