Probably like you, I get so much email that I don’t have time to go through a lot of the newsletters and Google Alerts the way I would really like to.

But this morning, in the early a.m. hours as I was sifting through my email, one headline stood out so much that I couldn’t help but leave my email box behind and click on it.  The headline and summary read: 

“Copywriter Makes Major Marketing Mistake”

Just posted at the Copywriters Blog about a fundamental marketing mistake made by a prominent copywriter that could cost you hundreds of thousands of dollars.

Never underestimate the value of good old fashion gossip when creating a headline. We love to hear about someone else’s flaws because we all have them and it’s comforting, if not darn right compelling to read stories about the misfortunes of others. 

For some good reading about titles, check out CopyBlogger’s 10 Sure-Fire Headline Formulas that Work and Five Common Headline Mistakes and How to Avoid Them.