Behind Million-Dollar Internet Ads
little secret to turn your advertising into an irresistible magnet
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."
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.
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
does this have to do with turning your advertising into an
irresistible customer magnet?
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.
"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:
_____ and _____.
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:
Get a Better Job and Make More Money
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
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:
Stay Fit and Protect Yourself
see how powerful that is? You've just zeroed-in on people who are
likely to be interested in learning martial arts.
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.
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.
this work in today's economy?
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:
Your Backbone Provider Isn't Telling You
an entirely original headline? No. I had seen a similar "teaser
headline" on a successful mailing to promote an investment
Your Broker Isn't Telling You About High-Tech Stocks
merely identified the "secret code" in the original winning
headline, and applied it to my client's market, ISPs.
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
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.
prepare for a flood of new customers!