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Why Some People's Ads Almost Always Make Money
Discover the Master Copywriter's Little-Known Secret of Locking in Profits!
by Matt Gill and Kevin Wilke, Co-Founders, NitroMarketing.com
have a confession to make.
It's about the title of this article. I stole it.
Okay, I admit that the word "stole" is a bit of a stretch.
To put it more accurately,I modeled the title after a highly successful ad headline. It's my way of illustrating one of the most important
(and profitable) concepts in marketing -- one that could never be emphasized enough, and that is...
"In a print ad, 75% of the buying decisions are made at the headline alone."
-- Direct quote from Tested Advertising Methods by John Caples, the advertising industry's acknowledged forerunner of rigorously tested, measured, and verified advertising effectiveness
You've probably also heard how important headlines are in marketing.
Since this is nothing new, I'm sure you must be asking yourself, "What's exciting about that?"
Here it is: I'm going to show you how you can increase profits that result from your advertising headlines by 500%, 1000% -- even as much as 1700% without writing a single headline.
Does this sound like a fantasy? I'm sure it does, but I'll prove to you that it's easier than you think.
"On the average, 5 times as many people read the headlines as read the body copy. It follows that, unless your headline sells your product,
you have wasted 90% of your money."
-- David Ogilvy, world famous advertising executive, best-selling author of the most influential books on advertising Confessions of an Advertising Man, and Ogilvy on Advertising, and founder of the renowned Ogilvy & Mather advertising agency
First, let me back up a bit. Earlier on, I mentioned that I modeled the title of this article after a highly successful ad headline? Do you know which headline it was?
The ad headline was...
... Why Some People Almost Always Make Money in the Stock Market
It was the extremely profitable headline for a famous stock brokerage.
Now, why do you think I would model this particular headline when my business has nothing to do with selling stocks? Because the headline was built on an immortal marketing principle -- particularly the curiosity appeal -- and it was responsible for generating millions of dollars of business for the advertiser.
I figured that the same immortal principle adapted to the title of this article would work just as well as it did for selling stocks. The title I came up with was:
Why Some People's Ads Almost Always Make Money.
The fact that you're reading this article right now is positive proof that the stock broker's headline can be successfully applied to ads of unrelated products. So why is this exciting?
Because there are literally hundreds of proven money-making headlines that you can use in your own ads to quite literally make you a fortune.
Now hang on to your hat, because here's where it gets even better.
World's Best Headlines -- Customized for Your Use at No Cost
What if I told you that you won't even have to lift a finger to modify winning headlines to suit your product because all the headlines you'll ever need have already been written for you by one of the world's master copywriters -- at no cost to you?
How is that possible, you ask? I'll tell you how in a moment.
I'm sure you've heard of my friend, David Garfinkel, the author of Killer Copy Tactics, and one of the world's most sought-after copywriting consultants. Recently, David sent me a manuscript of his newest book,
Advertising Headlines That Make You Rich. The first time I read it, I was astounded.
You see, I had been agonizing for days trying to create a compelling headline
for a new product. I was becoming increasingly frustrated that I wasn't coming up with a winner. Right around then, David sent me the manuscript of his book.
As I skimmed through the book, I quickly realized that David had done something unprecedented.
David had taken the most immortal ads in existence -- the ones with proven money-making headlines -- and written adaptations of those headlines,
customized for every conceivable business or product.
Well, within 5 minutes of reading the book, I found it.
There it was staring me in the face!
The perfect headline I had searched my brain to write.
I was ecstatic. My headline had already been written for me.
It was customized for my product, and because it was modeled after one of the world's most profitable ads, I felt confident that the headline would prove to be just as successful. Quite frankly, I couldn't have come up with a better headline if I spent the next 5 days searching.
And here's one more incredible thing:
When I found my customized headline in David's book, something amazing happened. Because the copywriting angle had already been established
by the readymade headline, I knew exactly where I was going -- so the rest
of the copy was a breeze to write. In fact, it seemed to write itself.
Because the headline had surfaced, "fleshing out" the body copy became infinitely easier.
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