Long headlines vs short headlines

Recently Mike Filsaime has tested 3-5 word interruption headlines (I would personally look at them as preheads in large font).

These have increased response although in my own copy tests the increase has been very small.

Ted Nicholas says you should go to copywriting jail if your headline is longer than 17 words.

But then some of the most successful headlines in history are well over 17 words (see John Carlton's one-legged golfer copy).

Michel Fortin says his tests show that long headlines pull just as well as short headlines online - often better.

My opinion is you should try to break headlines longer than 17 words into 2 headlines but that's my personal style.

Ultimately headlines are effective if they get your targeted prospect to read your copy.

The length is not the real issue.

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