Industry Eye

So on the next page I would come up with a benefit-driven headline, and on the next page the same thing, and so on and so on. I wouldn’t undersell a product because I was afraid to dig deep for the rest of my headlines.

That “ludicrous” wig spread has a product running in the gutter. You kill products by running them in the gutter. If you don’t believe me, test it; I did. If you jump the gutter, have at least three-quarters of the product on one page. None of the primary selling features should be on the break. The right-hand page is stronger than the left. We read left to right, but we shop catalogs right to left.