When you’re trying to write a headline, think about where your prospect is coming from. What do they know about you already, if anything? When you know that, you’ll know how to attract their attention right away. Gene Schwartz, direct response god, puts it better than I do: If your prospect is aware of your product and realises it can satisfy his desire, your headline starts with your product. If he is not aware of your product...

First of all, can I say: HELL YES DAVID BOWIE: There have been a few people saying how this was a masterpiece of viral marketing. And in a way, it was – it was announced via 1 tweet from Duncan Jones (David’s son, for all those who don’t know) and immediately set Twitter on fire. Facebook and even the BBC weren’t far behind. But the marketing here wasn’t really the viral part. You or I couldn’t record a...