Did that headline grab your attention?

I have experimented with many different headlines on my sites and found that you can take same sales letter yet your sales will increase or decrease depending on headline you are using.

That's nothing to sneeze at! Your headline can literally make or break your advertising campaign.

The headline is most important part of any sales letter. It has to grab your prospects attention by dangling proverbial carrot in front of them to suck them into your main sales copy. It literally is like an ad for your main ad.

The key to writing headlines for a particular sales letter is to write down as many as you can. Try different variations and combinations until you find one you like best.

Then test, test and test some more! Just addition of one or two more words in a headline can literally skyrocket your sales. Keep testing until you've created a headline more powerful than a vacuum cleaner!

Reporters don’t mind thinking, they just don’t want to think too hard. They simply don’t have time. They are writing history in a hurry. The accent is on “hurry.”

PR Rainmakers recognize this and use it to their advantage.

Creating a fact sheet gives you more control over story that you will have without it. A reporter in a hurry is very likely to take your fact sheet and covert at least part of it into a section of story.

The fact sheet offers reporter a short-cut that few can refuse. So offer it.

There are four steps to creating a powerful fact sheet. They are:

Step 1: Gather content.

Bring together every recent document your company has produced on subject you want reporter to cover. Consider widening your net to include documents produced by related associations, colleges, think tanks and even competitors.

Talk to folks in your company who really know subject. Focus not only on executives, but also on grunts who truly produce work and thus know it inside out. Take careful notes.

Think like a reporter. What would a journalist need to know? But also look for surprising, interesting or unusual: things reporter might not expect. Include these ideas as well.

Step 2: Organize and outline

Sort your information by subject. Some PR Rainmakers use binders or folders. Others use computer software. Go with whatever works best for you.

Let’s say you represent a drug manufacturer who is issuing a new pill that instantly cures hives caused by consumption of MSG. Your content might include pill’s formula, team that created pill, size of company’s investment, potential market for pill, active ingredients, chemical reaction to MSG in allergic humans, and on and on.

You want to take each bit of useful information and put it with related information. Give each “box” of information a name: “team,” “market,” “ingredients,” and so on.

Your goal is sort out your content until it makes sense to you.

Next, on a sheet of paper or on a computer screen, you want to write a master list of names of each “box.”