Ego-less Selling: The Greatest Advertising Secret Ever Revealed!

Written by Joe Vitale

Recently I sat on a plane from Phoenix to Austin. I decided to kill some ofrepparttar two hour flight by flipping throughrepparttar 101178 online magazines and catalog. You've seen them. They are always stuffed inrepparttar 101179 pocket right before your knees. But what you may not have seen is that virtually all---yes, all---ads violate a secret advertising principle invented more than 100 years ago.

I opened up one ofrepparttar 101180 magazines and there was an ad for magician Lance Burton. I know and like Lance. His shows atrepparttar 101181 Monte Carlo in Las Vegas are well worth seeing. The headline for his full-page, full-color ad read, "You will always remember Lance Burton..."

I love this headline. Why? Because it is hypnotic. It is actually a direct suggestion. Read it again and see what I mean. Isn't it a command?

Also notice that it has Lance's name right inrepparttar 101182 headline. The great ad-man David Ogilvy said you should strive to put your products name inrepparttar 101183 headline. The reason being that many people may not read pastrepparttar 101184 headline. So if yours helps install your message in your reader's brain, your un-read ad will still have accomplished something. This could be an ego trip for many people, but it works for Master Magician Lance. Why? Because he ISrepparttar 101185 product.

Compare that with another headline I saw. This one clearly violates one ofrepparttar 101186 oldest rules in advertising. Even P.T. Barnum knew better than this advertiser, and he died in 1891. The headline on this quarter-page black and white ad simply said, "A Perfect Fit."

Well, what does it mean? Does it engage you? Does it communicate a benefit? If you had to guess whatrepparttar 101187 headline was selling, what would you guess? Go ahead and take a shot....

The ad is for luggage! The sad thing is, you have to readrepparttar 101188 entire ad to find that out. Andrepparttar 101189 headline isn't intriguing enough---well, it isn't intriguing at all---to get you to read much ofrepparttar 101190 ad. So that advertiser just lost several thousand dollars in running an ad that didn't work. The really sad news is that this happens every day, by advertisers who are forgetting a fundamental ancient truth in marketing.

How to lure 'em in with this powerful headline...

Written by Joe Chapuis

The most successful advertising copy writers will often tell yourepparttar headline isrepparttar 101177 most important part ofrepparttar 101178 ad. Ifrepparttar 101179 headline doesn't grab your attention, why would you waste precious time readingrepparttar 101180 ad? And if you don't readrepparttar 101181 ad copy, how could you be expected to buyrepparttar 101182 product?

A bad headline can neutralize evenrepparttar 101183 finest, most persuasive copy (but you probably already knew that). What you might *not* have realized is how this fundamental law of advertising is constantly violated online - everywhere you look - but where you might have least expected it.

First, you need to think of your web site asrepparttar 101184 equivalent of your advertising copy. So if that'srepparttar 101185 case, then what'srepparttar 101186 headline?

Usually, web designers and marketers like to think ofrepparttar 101187 headline as any prominent piece of text atrepparttar 101188 top ofrepparttar 101189 page. Sure, that can be a headline. But here's your site's real headline,repparttar 101190 one that brings people in and prevents them from leaving...

Visit a web page, and then look atrepparttar 101191 blue "title bar" inrepparttar 101192 very top of your web site browser. Now *there* is your headline - and I'm going to tell you why it is very important that you do yours right...

You need to look at your site fromrepparttar 101193 perspective of someone who: - doesn't work for your company; - has never been there before; and, - doesn't care about your all-important corporate identity.

Don't assumerepparttar 101194 bigger, more established web sites are doing it right. Sometimes, it's justrepparttar 101195 opposite that is true.

Visit and then look at their title bar headline. What does it says? "Yahoo!" Wow - isn't that a real attention grabber? Is it any wonder that one ofrepparttar 101196 most frequently searched terms at Yahoo is repparttar 101197 word "yahoo"?

Imagine people who are new torepparttar 101198 net. They've heardrepparttar 101199 word "yahoo" a million times. They've finally made it torepparttar 101200 site (probably by accident). And then they spend their time looking for something that's right in front of them, because no where does it say whatrepparttar 101201 hell Yahoo is, or does.

Venture off to computer retailer, and what's their headline? "". Another winner. But what would you expect fromrepparttar 101202 marketing geniuses who shot hamsters out of cannons expecting it to help them sell more computer equipment? greets you with "We power results." Well yippee for them, they power results. It's a hair better thanrepparttar 101203 previous two, but still... yawn. As a marketing tool, I personally love GoTo. But for someone visiting their site forrepparttar 101204 first time, their headline says next to nothing.

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