BizSugar.com › Marketing › The sales process, deconstructed

There’s an old adage in the newspaper industry that the job of the headline is to get readers to look at the first sentence of the article. The first sentence gets readers to the second sentence and the second sentence gets them to read the rest of the story. It’s reductionist and a bit joking but has more than a grain of truth. And your ads are no different.

The AIDA sales funnel (Attention, Interest, Desire, Action) represents this same point in another way.