The 10 Best Words For Headlines
I Hope Most people in business have heard of the great John Caples. John Caples. John Caples was in charge of the 3rd largest advertising agency in the USA for almost 40 years.
In his job John Caples looked and tested everything and one thing he was very hot on was the Headline the headline will make or break your advert, your letter, eBay listing in fact anything you do.
He took 100 of the best and most successful adverts of the time. These were headlines that made clients money, bought them in new clients and sold the most items.
And he (John Caples) came up with a list of 10 words. These 10 words were the most frequent words in the top 100 adverts of the time.
1) You This appeared 31 times.
2) Your This appeared 14 times.
3) How This appeared 12 times.
4) New This appeared 10 times.
5) Who This appeared 8 times.
6) Money This appeared 6 times.
7) Now This appeared 4 times.
8) People This appeared 4 times.
9) Want This appeared 4 times
10) Why This appeared 4 times.
From this very simple list of words we can see that You and Your are the, most common. They appear more often in the worlds most successful adverts and marketing pieces.
This is because the successful people in sales and marketing have learned a very simple secret. This is………………………. That all the adverts and letters we write should be aimed at one goal. And that goal is they should be aimed at the person reading the advert.
Please do not write as if you are writing to thousands of people, write as if you were talking or writing to your best friend sitting next to you.
And when you have mastered this tip, then you will really be on the way to making money from words.
Hope This Helps.
Andrew Milburn
