After spending hours working hard to get it "just right"… your success or failure with any ad or marketing piece often boils down to one key component…

It’s the HEADLINE!
 

Your headline either attracts massive attention… or it doesn't. Your headline either targets your specific prospects… or it doesn’t. Your headline either pulls those prospects inside… or it doesn’t. Every ad, press release, web site, or marketing document of ANY kind, MUST have a strong headline to succeed! The results you achieve are in direct proportion to the attention-getting and interest-arousing quality of your headline. A good headline can easily double or triple your response -- a great one can do even better! Imagine how your bank account will expand when you suddenly get 2, 3, or even 10 times as many people to read your messages! (Let alone 17 times more readers!) You only have to listen to some of the greatest names in the history of advertising to realize that nothing is more important to your success than the headlines you lead with in your marketing materials. Here’s what David Ogilvy, one of the brightest advertising geniuses ever, said about the power of headlines:     "On the average, 5 times as many people read the headlines as read the body copy. It follows that unless your headline sells your product, you have wasted 90% of your money."     Famous copywriter and author of the book, How To Write A Good Advertisement, Victor Schwab, had this to say:       "Some of the most tremendous flops among advertisements contain body matter filled with convincing copy. But it just wasn’t capsuled into a good headline. And so the excellent copy didn’t even get a reading."     Another advertising guru, John Caples, summed up the importance of headlines with this remark:       "…I spend hours on headlines -- days if necessary. And when I get a good headline, I know that my task is nearly finished. Writing the copy can usually be done in a short time, if necessary. And that advertisement will be a good one – that is if the headline is really a "stopper".     And master direct marketer, Ted Nicholas concluded: "Based on hundreds of tests conducted, a good headline can be as much as 17 times more effective than a so-so headline. And this is with exactly the same body copy!" With today’s hectic pace and wide array of choices, headlines are more important than ever! According to Direct Magazine (July 1999) an American leather-ware firm sent out an electronic mailing and by accident, forgot to include any body copy. So their message was sent with nothing but headlines. Much to their surprise… it pulled the largest response rate ever! Sadly, most marketers miss this crucial point altogether. Some run weak, boring headlines while others don’t use any headlines at all! They just don’t realize the vital importance of having an effective, attention-getting headline. Whatever marketing methods you choose, you’ll improve your results 100% of the time when you start off with a great headline! Whether you’re creating a direct mail package, a fax broadcast, sending out a press release, writing a sales letter to your current customers, or any other kind of promotion… you simply must attract the attention of your audience first, with a benefit-packed headline -- or you’ll never attract their interest or win their business! Are you getting your full message across to prospects? Look at yourself as an example: When you read a newspaper or magazine, do you read every word of every story… or do you scan the headlines? And we’re just talking about editorial content -- chances are, you read even less advertising or direct mail! Your prospects are no different. They’re thinking about their own lives -- their dreams and desires… their problems and anxieties. You Can Literally "Write Your Own Ticket" In Life By Discovering The Secrets Of Successful Headlines! To get your message across, you need a headline that’s interruptive and powerful. To improve your headline results… promise an impressive benefit -- a benefit so irresistible it makes prospects eager with anticipation to go and find out more! If your headline doesn’t offer an appealing benefit, 80% of your prospects will never venture beyond those first few words. That’s right – they won’t even bother to go on and read the rest of your message. Target your best prospects with a headline that reaches out and "grabs" them! Give them a strong reason to read your entire message... and that reason is: the promise suggested in your headline. If you’re not doing this now… It’s costing you money! It’s that simple. Look at it this way: no matter what you put in your fax you’re paying the same amount of money for that ad. If your promotional efforts bring in one sale, it costs you the exact same amount of money as it would if you received 51 sales… or 551 sales! Improving your headlines can you give tremendous marketing leverage and make every promotional effort far more profitable! If you are unsure about your own headline writing skills here are two links to low cost (under £10) Headline writing books and software that may make life a whole lot easier for you. 1. Giant Headline Swipe File that Every Marketer and Copywriter Should Have. 2. Advertising Headline Templates That Can Make You Business Rocket.