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 The Secret Behind Million-Dollar Ads
By
David
Garfinkel
Want a little secret to turn your
advertising into an irresistible magnet for customers?
Dale Carnegie knew the secret, and that's one reason his book "How to Win
Friends and Influence People" has sold more than 15 million copies. In fact,
British Airways recently named it, "The Business Book of the 20th Century."
It's a great book. But if Dale had titled it "How to Remember People's Names
and Curb Your Incessant Urge to Argue," do you think it would have sold as
well? Probably not. There's great power in good titles.
What you may not realize is the words "How to Win Friends and Influence People"
are not only the title of the book. Those words were also the headline of
a mail-order ad, which sold the book. The ad ran successfully for many years
and sold hundreds of thousands of copies.
So what does this have to do with turning your advertising into an irresistible
customer magnet?
Here's what. Behind the title and headline is a "secret code" that makes
it powerful. Dale knew it. Great advertising copywriters know it. And now,
you're going to know it, too.
The "secret code" is actually a generic formula that gets attention and creates
desire in your prospect's mind. Every winning headline has a unique generic
formula hidden inside. Here's the formula in Dale Carnegie's book title and
headline:
How to _____ and _____.
Let's see the formula at work. Say you are an executive Recruiter, and you
help companies find new executives. In reality, your biggest problem is finding
the executive candidates in the first place. So, to increase your group of
candidates, you decide to run an ad in your local business journal. Here's
how you could use this formula to write a headline for your ad:
How to Get a Better Job and Make More Money
…and right away anyone who's even a little interested would read your
ad. Then, if your copy (text) is even halfway decent, you'd get plenty of
calls.
Or, let's say you run a martial arts school. Here's how you could apply the
formula in an advertising headline to get you new students:
How to Stay Fit and Protect Yourself
Do you see how powerful that is? You've just zeroed-in on people who are
likely to be interested in learning martial arts.
The brutal reality of advertising: An ad with a good headline, and even mediocre
copy, will get you a response and generate sales. But with a poor headline,
even the most brilliant copy will get you little or no response. Why? Because
without a good headline to get their attention, most people won't read any
further.
The good news is, once you have identified a good headline that works in
one industry or market, you can adapt it (like we did with the Dale Carnegie
headline, above) for your own business. Great headlines work as subject lines
in emails, titles on Web pages, and of course as headlines in print ads and
sales letters. Great headlines will literally transform your sales.
How does this work in today's economy?
Recently a client asked me to help him introduce a new service to Internet
Service Providers. (Note: To understand what you are about to read, you should
know that ISPs call their suppliers "backbone providers.") I wrote a direct
mail letter and my client sent it out to ISPs. Because my client was revealing
new information his prospects hadn't heard before, we used the following
"teaser headline" on the front of the envelope:
What Your Backbone Provider Isn't Telling You
Was this an entirely original headline? No. I had seen a similar "teaser
headline" on a successful mailing to promote an investment newsletter:
What Your Broker Isn't Telling You About High-Tech Stocks
So I merely identified the "secret code" in the original winning headline,
and applied it to my client's market, ISPs.
The response to the mailing was overwhelming! Nearly 10% of the entire ISP
industry responded to our letter -- and my client has added eight figures
of new annual revenues as a result of the business that developed.
I'm telling you this not to brag, but to point out the awesome power of good
headlines. While many people spend hours and hours trying to come up with
"the perfect headline" for their ads, there is an easier way. Find proven
headlines that already work for another business in another industry, and
adapt them to your business.
Then prepare for a flood of new customers!
About the Author:
David Garfinkel has been described as, "the world's greatest copywriting
coach." He's a successful results oriented copywriter and the author of
Advertising
Headlines That Make You Rich, which shows you exactly how to adapt proven
money-making headlines to your business.
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