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

By Barrett Niehus http://www.freetrainer.com

Arguably, most effective logo or brand name ever created is that of Harley Davidson eagle and logo. If you don't believe me, just name another corporate logo that is routinely tattooed on a willing participant's body. How many people across planet have voluntarily become a walking billboard for Harley Davidson Motorcycle Corporation? How was this brand recognition and dedication created? Effective brand marketing, proper positioning within a market, and selling to markets most fundamental wants. What lessons can be learned from Harley Davidson's marketing strategy? The answer is all of them.

Your corporate brand and associated logo present fundamental essence of your company. It is your name and logo that people recognize. Your logo is a symbol of your company, and it is constant promotion of this symbol that creates recognition in your customer's mind. Therefore, always make sure your logo adequately represents your company, and always include your logo on your correspondence, and marketing material.