advertising is advertisers who are so full of their own accomplishments (the world’s best seed!) that they forget to tell us why we should buy (the world’s best lawn!). First and foremost, try to get self-interest into every headline you write. Make your headline suggest to readers that here is something they want.

If you want to make and idea stick, there is a six point checklist to work through. Make your message: In the final analysis, you have to go with what sticks and work on amplifying that rather than artificially attempting to manufacture a sticky message. To illustrate, consider the story of Jared Fogle and his Subway diet.