I'll tell you what that truth is in a moment. But let's continue to look at online magazines and catalogs.

Another full-page, full-color ad had this headline on it: "Let me give you secrets of fearless conversation!" Right under that bold statement is sub-headline: "I promise you ability to walk into a room full of strangers---and talk to anyone with total confidence, authority and flair."

Whew! Now THAT'S a strong headline. It stops you dead. If you are at all interested in being a better conversationalist---and who isn't?---you will stop and read that ad. It signals a benefit to you. It makes a bold claim. It states a powerful guarantee. This is an ad that follows an old proven truth in advertising.

What is that ancient truth? Simply this: That people do things for selfish reasons. Appeal to their egos and they will do what you want. Write to their emotions and they will open their wallets.

P.T. Barnum knew this more than one hundred years ago. He put his name in his headlines to help create a brand image for his business. He told you what you would get from seeing his circus, or his exhibits. And as a result, Barnum became one of richest men in world and one of first millionaires in early America.

Barnum wasn't only one to profit from appealing to egos. In 1897---that's right, 1897---Nath'l Fowler, Jr. wrote in his book, "Fowler's Publicity": "Write your advertisements from customer's standpoint."

It worked in 1897. It worked in 1997. It will work in 2097. It's greatest advertising secret ever known: Get out of your ego and into your reader's ego and you can GET RICH!

Now, visit MyFamily.com. What does it say? "MyFamily.com - Your free, private family website. It's quick, easy and free."

Well spank my bottom and call me Sally! Finally, we've found someone who's not asleep at wheel. What does MyFamily title accomplish that others do not? It...

- piques curiosity. Words like "free", "private", "quick", and "easy" lure you in. - involves and appeals to reader by using word "Your..." - is a great "unique selling proposition" (USP) which sets them a part from everyone else. - talks in terms of anticipated benefits visitor can expect to receive. - improves their rankings in search engines due to important keywords in title. - is more likely to generate a click-through in a search engine where results are displayed by title. - increases likelihood of return visits from people who bookmark their page (by default, bookmark descriptions are usually created in your browser using a site's title).

Surf around and you'll see companies and sites so enamored with themselves and their big fat corporate egos that they fail to realize no one outside company knows what their company or site is about.

Therein lies problem. The little guy wants to be like big guy. How does he do it? By copying big guy. As a result, we have countless web sites that fail to understand and incorporate most fundamental rule of copy writing. Don't emulate big guys. They're out of touch.

If you need help developing your headline-writing skills, one of my favorite business books is Tested Advertising Methods by legendary ad man John Caples. In this classic, he dedicates five chapters and seventy pages to art of crafting perfect headline. His chapter "Thirty Five Proven Formulas for Writing Headlines" by itself, is worth price of book.

Look at your web site from perspective of a newcomer or first time visitor. Are you assuming they'll know what it's about? If so, make some changes and TELL them what it's about with a fantastic, attention-grabbing headline. You'll be pleased with results.

Wishing you much online success...