petitors won’t take the time to develop this skill. If you do, your ads will win.
I once changed two words in a headline and in- creased response to an ad by 1,000 percent. That’s a ten-fold increase! But I was only able to do that because I have built the skill. To do that, I write 20 headlines for warm up any time I’m hired to write an ad. You do that and I guarantee you’ll see sales go through the roof! n
Here’s a little tip. Headlines cannot
be copyrighted, so you literally can steal them. If you find one perfect for your pro- motion, go ahead and use it. Of course, few will be a perfect fit, so in lieu of a straight swipe, you can play “Headline Scrabble.” Take a headline and remove the words that don’t fit for your business, and replace them with words that do. For example, my “Locally Renowned Care Audio Guru…” headline above was originally derived from the headline “Nationally Renowned Horticulturalist Re- veals 5 Key Secrets For Doubling The Yield of Your Garden.” See what I mean? Here’s another technique. Take a basic headline concept and write it in as many “styles” as you can. Our “Guru” head- line would be classified as a “numbered ways” style headline. Here’s how it might look in five additional styles: 1. News: “Report Released by Local Car
Audio Expert Reveals Secrets to Fast, Eco- nomical Sound System Improvement” 2. How What/Why: “How Savvy Care
Stereo Enthusiasts are Quickly, Economi- cally Boosting Their Sound Systems, Even in This Economy” 3. Interrogative: “Have You Discov-
ered These 3 Key Secrets to Building The Hottest Car Audio System in the Neighbor- hood” 4. Command: “Kill That Lame Sound System. Install these 3 Fast, Economical Improvements Today? 5. Quote Testimonial Bogus Quote: “I couldn’t believe it! Southern Tint & Audio made three quick, cheap improvements to my system and I’m blowing my buddies out of the water,” Bob Smith. You’ve probably figured out this is not
easy. Writing compelling headlines is a skill, and like any skill it takes practice. But therein lies your advantage. Your com-
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