How To Avoid Barriers That Weaken Your Headlines

Assume I visited your home. How would I enter? Through the window, or the backdoor. Surely you’ve reserved the chimney for good ol’ Santa. So where do I enter? Why through the door, right?

And when you write copy, what’s your door? Why the headline. So think about it. How many obstacles would you put in the way, if you wanted me to enter? What a silly question, eh? You’d make darned sure you freed up the entry to the doorway, so I could get in quickly.

Not true.