To simply explain it, I’ve ripped off an “off the cuff” headline of Michel Fortin being used as an example in another form on this board.

Is the #1 headline the larger bolder one or the very first smaller one?

If it is the larger bolder one, which would naturally catch the eye first, is it expected of the reader to continue down the letter or move up to line above the big headline?

Is confusion created if reader has to move up to the top line to start reading after reading the headline first, then reading the headline again? Or does the repetition help create clarity?

Is confusion reduced if both small and large headlines both flow together no matter what one is read first?

What is the over all purpose of the smaller very top headline?

Thank you.

Cheers

Jim

Hi Jim,

One of the purposes of the smaller pre-head is to get the head line read twice. So one of the options you mentioned is correct. The LARGER fonts of the main headline will attract the eyes and for the double impact the pre-head forces a second reading of the main headline.

Sometimes the main headline could be one word--for impact and attention--while the pre-head could be the other words of the "normal" headline. One example of this was Michel Fortin's "PROOF!" headline for John Reese's Traffic Secrets second version sales letter.

-Ray L.,

Thank-you Ray. Your reply helps to clean things up.

Cheers

Jim