Meet Sheldon Hearst, proprietor of GOOD NEIGHBOR FREE BULLETIN BOARDS found in supermarkets nationwide before the Internet.
David Ogilvy once said, "Your headline should telegraph what you want to say-in simple language. Readers do not stop to decipher the meanings of obscure headlines."
I used to know Sheldon Hearst, whose business was putting racks of 5½˝ x 8˝ take-one brochures in supermarkets. A marketer had a fraction of a second to catch the shopper's eye with a headline. The most powerful, most successful headline that was used for years: WET BED?