Sure Fit: Sitting Pretty

• Focus on the headline. “The most important thing [in journalism] is the headline on the story. Same with the ad,” he says. Cushman’s has tested straightforward headlines but found that the intriguing, “What the devil is this?” drew the best response.

• Look to your other media efforts for successful copy platforms to test in your print ads. The winning Cushman’s headline mentioned above was adapted directly from a mail piece written earlier by copywriter Christopher Stagg.