| 1. Grab The Readers Attention | | | | yet the campaign was a failure. |
| Your ad needs to stand out from the crowd and it's | | | | It is better to let your headline proclaim the truth |
| your headline that's going to make that happen. | | | | without giving away so much information that |
| Unless you attract the reader's attention right up | | | | someone doesn't have to read the e-mail message |
| front you can count on having it hit the trash can in | | | | to learn more. Here's an example of a simple headline |
| about 3 seconds or less. That's about all the time | | | | that will motivate interested people to read more |
| your headline has to make a difference. The only | | | | while still telling the truth. |
| way to attract attention is to hit one or more of the | | | | Published Author Reveals How To Write A Book In |
| pain buttons described in Chapter 3. | | | | 30 Days Or Less. |
| 2. Be A Funnel | | | | Anyone who is interested in writing a book is going |
| If you are the least bit realistic you already know | | | | to click to see who this published author is and how |
| that not everyone who receives your ad is going to | | | | it could ever be possible to write a book in 30 days |
| be a prospect. Some people don't want or need your | | | | or less. Anyone who has no interest in writing a book |
| product or service and there's little that you can do | | | | is not going to have an interest in your headline. |
| to convince them otherwise. | | | | Here's another example: |
| Your headline should weed these people out in | | | | 100 Can't-Fail Creamy Fudge Recipes For Free |
| advance by not being deceptive in any way. A "Free | | | | Fudge lovers will click. Interested cooks will click. Even |
| Offer" should be a Free Offer. If it's not, don't say it. | | | | people who are on diets may click if they are |
| Don't trick people into reading your e-mail; they won't | | | | interested in making fudge for friends or family |
| appreciate it. | | | | members. |
| A few years ago it was popular for people selling | | | | 3. Portray The Offer In As Few Powerful Words As |
| business opportunities to use a headline that read: | | | | Possible |
| "Notice of payment received." | | | | If you think about it you'll see that your headline is |
| That headline really grabbed attention because it was | | | | really a stand-alone sales message. It's designed to |
| the exact same headline that PayPal used to notify | | | | sell someone on wanting to read the body of the |
| someone that he had received money via PayPal. | | | | message. If you carry this out to its final conclusion, |
| The open rate for a message bearing this headline | | | | it becomes obvious that the job of the message |
| was nearly 100%. However, the click through rate to | | | | body is to sell the reader on clicking on the call to |
| the landing page was near zero once people learned | | | | action so they can be transported to the landing |
| that they had been deceived. | | | | page where the real selling gets done.e-mail |
| This illustrates the point that attracting attention | | | | readership studies show that 80% of your prospects |
| alone is not sufficient. The headline did not act like a | | | | will read only the headline before deciding whether or |
| funnel. It did not draw the attention of potentially | | | | not they want to know more. That means you'll lose |
| interested prospects. It drew everyone's attention | | | | 8 out of 10 prospects if your headline doesn't "sell. |