How come when they change something, it's always the headline? The one part of the copy that can have the most dire effects?

I've just sent a strongly worded email that it needs to be changed right away. Not only is the change not good but, in an NLP way, it's telling them to go away before they even get started.

Not good and I don't want the blame for this.

Then you're dealing with a client that doesn't understand direct response Bruce...

That in itself is problematic in that it will just about guarantee that the client will never give you credit if the thing pulls, will damn you to hell if it fails no matter who tweaked what-- and probably won't accurately track it anyway. Which really doesn't matter because the client will say that it "sucked" just as a natural response.

No, don't misunderstand me. He has been a great client but he's just anxious for the site to perform well. I understand that.

The problem is, he knows just enough to be dangerous. I have every belief that when he reads my email and my explanation for why it's dangerous, he will change the copy.

ETA: Nevermind. Already changed

Gotta love those "strongly worded emails." We're famous for those, here in Canada.

lol, definitely... we Canadians don't fight... we just sent letters.