Joseph Sugarman was a living legend.
He managed to get a testimonial from the Vice President of the United States.
What was the secret of his success?
Sugarman:
"I would have to look really hard to find someone who made more mistakes and suffered more defeats in their early days than I did."
Over the years, this mass of el salvador telegram screening mistakes became valuable knowledge – which led Sugarman to turn it into the most expensive seminar in the advertising industry in the 1970s.
Each participant paid $2000!
A lot of money in the 70s.
What can you learn from him?
Your headline , your graphics, your design... They all have just one task:
Getting the reader to read the first sentence.
As Sugarman put it:
"If the reader is not convinced to read the first sentence, he will not read the rest."
Therefore, the first sentence must fulfill two things:
It has to be short and it has to be simple.
When this happens, it's as if your reader is sucked into the text and before they know it, they've already read the first third.