The fact is that many new marketers using it, posting their offer over and over again. Why? because its easy and FREE.

One. Whatever copy job you are working on – brochure, mailer, sales letter, press ad, website – always include a headline. A pertinent headline. A selling headline. This headline will be, or should be, powerful enough or intriguing enough to draw your target into compass of body copy. If it can do that, you are on a winner. To put it simply, your headline should be a snapshot of your sales message – a précis of your offer or promise. In other words, a headline that says: Buy this product and get this benefit.

Two. Always remember, people don’t buy products, they buy benefits of owning those products. A man doesn’t buy a sportscar because it is precision engineered or aesthetically designed. He buys it because of ego-boost it gives him. It shows world that he has made it. Likewise, a woman doesn’t by a cocktail dress by Camille of Paris simply because of cut or exquisite stitching. She buys it for cachet that is attached to label. She would probably look as good in a dress from a High Street department store, but she wouldn’t feel as good. And that’s benefit.