Dale Carnegie knew 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 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 words "How to Win Friends and Influence People" are not only title of book. Those words were also headline of a mail-order ad, which sold 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 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 formula in Dale Carnegie's book title and headline:
How to _____ and _____.
Let's see formula at work. Say you are an executive Recruiter, and you help companies find new executives. In reality, your biggest problem is finding executive candidates in 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 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.