Dianne ~

Don't know about the 'Math' part, but the headline's sole purpose is to attract one's attention and lead them into the body copy.

There are many instances of headlines going against "commone sense". This is due in part to the mind picking up on things which are out of the norm.

Case in point: Want to attract attention to a small display ad in the newspaper??? Have it placed upside-down!

As the eye's scan, the mind has been trained to "look over" many of the ads, unless something attracts it's attention. An upside-down peiecce of print WILL catch the eye. Then it is up to the ad copy to keep you interested enough to continue.

In a reverse case, many of the business magazines have seen an increase in full page ads duplicating the type, style, text, color and layout of the magazine itself. This is done to "disguise" the ad and make it appear as if it's an 'Editorial' or 'Article' within the magazine.

Again, a mind trick.

The famous "Man Sells Brooklyn Bridge" headline is another example. We think, "This cannot be!". So we continue to read and then possibly make a purchase. The headline has done it's main job of leading you into the body copy.

So even if the 'Math' doesn't work... It's still a very effective headline if it gets the reader to stop and take notice.

Success and Regards... Mike

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