Well, here’s a simple 7-step checklist that Joe uses every time he writes copy. Every marketing piece of his that passes test has gone on to generate sales.

In one of his lesser known books, "Making Ads Pay," legendary ad man John Caples reveals a 7 step formula for successful advertising. He wrote:

"This check list is based on results of hundreds of advertising tests. It is based on millions of dollars spent in experiments designed to find out what kind of advertising sells and what kind doesn't sell. The next time your prepare an ad or a commercial, put this check list alongside of it."

Use Caples’ checklist to give your ad final test. You can even use following list to check any ad, whether it is for radio, television, print, or even for Internet.

1. Does your ad attract RIGHT AUDIENCE?

Does your ad STOP right people---the ones most likely to be interested in your product or service? Does your headline, photo or opening grab attention of your most likely prospects?

2. Does your ad HOLD audience?

Does your ad maintain attention it achieved? You may have stopped them, but does your ad make them STAY? Does your ad or commercial speak to his or her interests, needs, hopes or dreams?

3. Does your copy CREATE DESIRE?

Do you promise benefits to reader? Do you reveal what customer WILL GET? Do you tell them what's in it for them? Do you clearly explain advantages of your product or service? Does your ad make them feel and want your service?

Testing headlines is critical.

They all say that it's absolute one critical element to any successful marketing campaign. Whether it's headline on your website, your subject line in your email or first words you speak over phone in a sales call. It's most important feature and you should spend 80% of your time coming up with just right one.

It's difference between success or failure in any campaign.

If you're lucky to find an expert that is willing to share with you exact details as to how he tests his headlines. You discover that it's basic A/B split run test in newspapers.

Sounds simple. But did you know that most newspapers will not even consider going through trouble of running A/B splits unless you are a major account paying for those high dollar advertising spots.

What's answer for average marketer that can't build up a huge marketing budget if he can't increase his sales in first place.

Well, one answer that I've found is to copy big boys in corporate world. Use a focus group technique. Where you ask a number of people to look over a select group of your headlines and let them tell you which ones they prefer.

Let me tell you a story of one famous CEO.

His name is Fred Smith of Federal Express and when he hired a marketing executive to come in and help him with some of his branding issues... here's what happened.