- Use the word breakthroughin your headline.
A Breakthrough in Alarm Systems
Doctor Offers Breakthrough Hair Loss Formula
Wanted—Attorneys Ready for Breakthrough Success
Breakthroughimplies news. It suggests that your product or
service beats all other existing systems. A similar impact can
be obtained with record breakingor revolutionary. - Set your headline in upper and lower case.
HEADLINES IN ALL CAPS ARE HARD TO READ
Headlines in Upper and Lower Case Are Easy to Read
Got it?
If people have to work to read your ad or sales letter or web
site, they will awaken from their potential trance and stop
reading. - Use as many words as you need.
It Floats!
How Often Do You Hear Yourself Saying, “No, I haven’t read
it; I’ve been meaning to!”
Who Else Wants Beautiful Furniture?
Headlines can be long or short. As long as they get the atten-
tion of your appropriate audience, arouse curiosity, and en-
courage people to read your ad, any length goes. You do not
want to waste words, of course. But you do not need to limit
yourself, either. - Feature your offer.
Arrow Shirts at 50% Off
Oil Change Special
Join for Six Months—Get Next Six Months Free
You have to be clear about the uniqueness of what you
are selling for this to work. What are you offering that is
head and shoulders above your competition? Focus on
that.
HYPNOTIC WRITING