We don’t care about you, or how hard you worked on it. We want to know if it’s for us, and if you’re the real deal. This is semiotics. Flags and symbols, shortcuts and shorthand.

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.