The single most important thing you can do to dramatically improve your advertising and marketing is to come up with better headlines. And there is no better way to do that than to study the greatest headlines ever written. As David Ogilvy said: “On the average, five 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 percent of your money…headlines, more than anything else, decide the success or failure of an advertisement” Top marketing expert, Jay Abraham, said: “By merely changing the headline, the number of new prospects and sales can increase up to 17 times. That’s 1,700% leverage.” Don Belding added: “selling punch in your headline is about the most important thing.” John Caples joined in: “I have seen one mail order advertisement actually sell, not twice as much, not three times as much, but 19 1/2 times as much goods as another. The difference was that one used the right appeal and the other used the wrong appeal. The appeal is usually expressed in the headline” “If the headline of an advertisement is poor, the best copywriter in the world can’t write copy that will sell the goods…because, if the headline is poor, the copy will not be read. And copy that is not read does not sell goods. On the other hand, if the headline is a good one, it is a relatively simple matter to write the copy.” Vic Schwab said: “…Perhaps you have read somewhere that 50 per cent of the value of an entire advertisement is represented by the headline itself. Or 70 per cent. Or 80 per cent. The truth is that you cannot possibly evaluate it in percentages…it is the headline that gets people into the copy…the copywriter’s aim in life should be to try to make it harder for people to pass up his advertisement than to read it. And right in his headline he takes the first, and truly giant, step on the road to that goal.” Andy Byrne says this: “The problem with many advertisers, and even with advertising writers, is that they don’t appreciate how much the headline can affect the response of the advertisement…two headlines were tested against each other…the second pulled 300 percent more…Another headline test…The second headline actually pulled five times as many Claude Hopkins said: “It is not uncommon for a change in headlines to multiply returns from five to ten times over…It is a basic law in advertising that no advertisement is better than its headline” There’s no better way to write great headlines than to study other great headlines. This book has 2001 of them. Take each that you like and write it down on a separate 3×5 index card. When you’re ready to create your headline, shuffle through the cards, not to copy but to be inspired.
You’ll soon find ideas jumping out at you. Now you’re on your way to great results. Each and every one of the headlines in this book is a proven winner. Chances are that many of them can be quickly and easily adapted to your own special needs. They will save you countless hours of time and effort. And bring you thousands of dollars in increased profits from your advertising.
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