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The Copywriting Sourcebook by Andy Maslen

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Headlines are so important I think they deserve a chapter to themselves. And they’re everywhere: subject lines, envelope messages, banner ads, landing pages, book titles, training course titles. Although most copywriters will tell you they find writing headlines the hardest part of any job, sometimes they just seem to arrive out of the ether. One of my own favourites in this category is from a subscriptions renewal letter I wrote for Top Gear magazine. The headline reads:

People who think dolphins are cleverer than McLaren engineers want to ruin your fun

The letter was signed by Jeremy Clarkson, the lead presenter for the Top Gear TV programme, ...

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