In any marketing message, the first rule is to make sure that you attract your prospect's attention.
This applies whether you are writing an advert, a direct mail letter or a telemarketing script.
But how do you do that?
You have to make effective use of the "Ad for the Ad" - the headline.
Some people say that a great headline is responsible for 80-90% of the success of the marketing initiative.
The reason is simple - if people don't read or listen because the headline hasn't grabbed their attention, the rest of the marketing message goes unnoticed.
Now it can be a difficult task to come up with a compelling headline.
How do you sum up your message in just a few words and make it so compelling that it effectively grabs people by the shirt collar and yells "Read me!"
There is a trick used by professional copywriters.
They adapt successful headlines from the past and use them for their new copy. Each copywriter keeps what is known in the trade as a "swipe file".
I have found this article on Jay Abraham's site "The 100 Greatest Headlines Ever Written".
But this article isn't just a list of headlines.
Jay does more than that. He explains why the headline works for every single one of the headlines listed and that's what makes this such an exciting find.
It includes classic headlines such as
When Doctors "Feel Rotten" This Is What They Do
The Secret Of Making People Like You
So let me show you how you can adapt your message
Suppose you are a financial adviser or planner who wants to increase the number of customers.
Now many people are suspicious of financial advisers so you have to establish credibility.
You could adapt the first headline to read
Who Do Chartered Accountants ( or CPAs) Turn To For Personal Financial Advice?
The headline suggests that an expert in the financial area will have the best knowledge of other experts so in this case, I have used accountants because they are one type of financial expert turning to another financial expert. It has credibility to the layman.
To adapt the second headline you could have:
The Secret Of Making More Money As An Investor
This time the headline is offering to give the reader some privileged information that isn't generally known but could have a big benefit.
Do you see how classic headlines can be adapted to your own situation and how it is a lot easier to start with a headline that you like and work from there.
I also recommend you watch this great Jay Abraham video.
I recommend you read the free 35 page Jay Abraham PDF called the Windfall Profits Paradox.
Best Marketing Ideas Of Jay Abraham - Jay Abraham Books And Special Reports - Jay Abraham Training Products
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