80% of All Advertising Is Wasted
Due To This Common Mistake
You�re flipping through this publication as
you wait for
your latte, when suddenly you decide to stop and read an
ad. What made you stop? I�ll bet it was an attention
It is a scientifically proven fact that 5 times as many
people read headlines as read the body copy of an ad. So
with the headline, an advertiser has spent about 80% of
their advertising dollar. It doesn�t take a genius to
realize then the headline is the most important part of any
Yet, most small business advertising is wasted for lack of
an effective headline or, worse yet, no headline at all.
Don�t make this same mistake.
The headline is the first thing that your reader or
prospect sees when they open your letter, browse a
magazine, or flip your postcard. In that moment, (about 3
seconds) your reader decides whether or not to read any
So first and foremost, any advertisement you produce must
have a headline and your headline must grab your reader's
attention immediately. If you don't grab them by the throat
and hold them right away, you never will.
Writing powerful headlines takes some hard work but it can
be done if you follow some simple guidelines.
1. Your headline should give the reader a reason to stop
and read now instead of later � a carefully chosen word or
two can create urgency
2. Your headline should communicate something the reader
considers valuable � they need to be able to justify the
time spent reader your ad
3. Your headline should scream how you might offer
something that is unique or at least interesting
4. Your headline should point to something very specific
for the reader � use facts and how to�s
Using these points as a guide to create your headlines
allows you to create headlines that hook your reader
quickly, offers them a benefit they want, and gives them a
reason to read on.
Never use boring, conventional or overused statements and
never use a headline to trick your reader into looking on.
Attention Getting Power Words for Your Headlines
Look at powerful headlines and you will see that many
contain one or more of the following words that sell.
Discover Easy Free New Proven
Save Results Introducing
At Last Guarantee Bargain Easy
Quick Sale Why How To
Just Arrived Now Announcing
Start of by writing some headlines that clearly communicate
your promise, benefit or USP. Then look for ways to make
them even more powerful by adding a power word or two and
checking if they contain at least 3 of the guidelines
John Jantsch is a marketing coach and creator of the Duct
Tape Marketing System. You can get more information about
the Duct Tape System and download your free copy of �How To
Create the Ultimate Small Business Marketing System in 7
Simple Steps� by visiting