Headline Shortcuts (Part III)

The Success Margin

Wednesday, May 28th, 2008


I think of a headline as an ad for an ad. As a
marketer, you should too. And be aware of the
following truth.

"On average five 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 percent of your money."

Who said this? The late David Ogilvy, world-
famous founder of the ad agency Ogilvy & Mather
and author of the best-seller "Confessions of an
Advertising Man."

I call today's headline shortcut Ways To/Reasons

Here are some headline examples which illustrate
this powerful and underused technique.


Seven Reasons Why Information Publishing is
Today's Best Business Opportunity


11 Secrets I Wasn't Taught in School That Have
Put Millions in My Bank Account


Ten Ways to Survive and Prosper
During the Current Recession


Six Ways to Beat the Coming Tax Increase


13 Inside Secrets to Getting the Best Deal
On Your Next Automobile
Car Dealers Do Not Want You to Know


101 Little-Known Ways to Add
Perceived Value to Your Home
So it Sells Fast For at Least
98.5 Percent of the Full Asking Price!


17 Ways to Make More Money From Home
With Your Own Internet Business


There are Three Good Reasons an Internet Offer
Succeeds... And You Already Know Two of Them--
The Third Reason May Be The Final Piece of the
Puzzle That Makes Your Next Offer Click


The main reason this wonderful technique works so
well rests on a very simple principle that is a
powerful motivator for all of us.


Think about your own experience as a consumer.
When you see an ad that lists a number of ways to
do something beneficial to you, can you resist
checking it out?

I cannot. I'm always intrigued. I want to know the
"ways." Or "secrets." Or "reasons." And once into
the copy, if it's good, I often order.

Do you relate to this?

My experience has proven to me most consumers
feel the same way.

The formula for the technique Ways To/Reasons
Why is very simple. Here it is:

(Specific number) ways to dramatize (the big

I look forward to seeing your highly charged
headlines and, as always, hearing about your greater

Since the headline shortcut series began, so many
Success Margin subscribers have sent in beautiful
headlines. I'm considering a contest for the best

Your correspondent,

Ted Nicholas

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© Copyright 2008 Ted Nicholas