70 to 80% of success
John Caples
Self interest – WIIFM – stir emotions
Aimed at specific audience – promise of specific benefit they want urgently
Dan Kennedy headline test – classified ad
Test – one letter increased response by 300%

Headline Examples

They laughed when I sat down at the piano but when I started to play…
How to win friends and influence people
Wife of famous movie star swears under oath that her new perfume does not contain an illegal sexual stimulant…
Do you make these mistakes in English?
Who else wants to get rich in 42 days
When doctors “feel rotten” this is what they do

Testing Results For 4 Different Headlines

3 months advertising test – same copy & offer with only headline changing
Which was the best and why?
Breakthrough New Diet Product!
A New Diet Revolution!
How A Texas Housewife Lost 23.5 Pounds In 32 Days!
Dieting Secrets Of A Desperate Housewife

Headline Test Results

Breakthrough New Diet Product! – 13 sales, 8%
A New Diet Revolution! – 8 sales, 5%
How A Texas Housewife Lost 23.5 Pounds In 32 Days! – 98 sales, 59%
Dieting Secrets Of A Desperate Housewife – 46 sales, 28%
My own testing for email opt-ins have shown a huge difference for the same offer

Fill In The Blank Headlines

How To____________
How To _____, _____, and ____ In Just ____
The __ Secrets Of _______________
____ Ways To _____
No More _____ Here’s A ____ Way To ______
__ Reasons Why You Should ________
Announcing ____________
Who Else Wants _________

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