Headline Shortcuts (Part IX)

The Success Margin

Monday, September 15, 2008

By now, hopefully, you are absolutely convinced
that the headline by far is the most important
element in your copy.

Once you come up with a great headline, the rest
of the copy is relatively easy. You simply expand
upon and prove the headline promise.

As a long-suffering reader, you will recall I've
written ad nauseam that without a powerful
headline your copy will simply not work at all.

Today I'll discuss the headline formula I use the
most. Why? Because of its unparalleled and
successful track record.

I call this formula:

How To (Blank)

Here are some examples of successful headlines:

* * * * * * * * * *

How to Solve All Your Money Problems Forever!

* * * * * * * * * *

How to Make $87,000 Per Year as a Magazine

* * * * * * * * * *

How to Easily Get All the Credit You Could Ever

* * * * * * * * * *

How to Increase Your Profit in Any Economic

* * * * * * * * *

How to Triple Sales to Your Existing Customers

* * * * * * * * *

How to Fight Cancer and Win

* * * * * * * * *

How to Form Your Own Corporation Without a
Lawyer for Under $75

* * * * * * * * *

You may recognize the last three headlines above,
which serve as ad headlines as well as book titles.

Please note: A book title is really the headline
for a book. Unless a book title is at least as good
as a headline in an ad, the book will almost always
be a dismal failure.

One of the reasons that 95% of the time books do
not even sell out their first printing is most book
titles are completely ineffective.

Indeed I have turned several failed books into best
sellers just by changing the title. This includes two
of my own.

According to Books in Print, right now there are
over 7,000 book titles in America that start off with
the words "How To." Reason? You guessed it. They

Nothing engages and involves the reader as well as
the words "How To."

The "How To" fill-in-the-blank formula is
amazingly simple. And it will get you on your way
to writing fantastic headlines.

The "How To" headline formula is this: How To (Get,
Have, Acquire, Own, Profit From, etc.) the (Biggest
Benefit Your Product Delivers)

Just take any or all of the samples I've provided and
adapt them for your own use.

Fill in the blanks with appropriate descriptions,
expressions, action words or benefits that apply to

Once you taste success with this amazing headline
formula, please share it with me and your fellow
subscribers. You will also be unleashing the
incredible power of the Law of Reciprocity in your

Your correspondent,

Ted Nicholas

© Copyright MMVIII Ted Nicholas