SPECIAL ISSUE: "The 3 Best Headline Formats for Increasing Your Response"

by Joe Vitale

What are the three best headline formats?
I'll reveal one of them in this month's special
bonus issue of "News You Can Use!" This
supplementary issue is a gift to you. Enjoy!

-- Joe Vitale

"They laughed when I said anyone could
write hypnotic headlines, but when I
showed them this article....!"

One of the greatest headlines in history was written
by John Caples. It read:

"They laughed when I sat down at the piano,
but when I started to play!---"

You'll find variations of that 1925 headline even today.
I've seen each of these several times over the last decade:

"They laughed when I said I was going to
start my own business"

"They laughed when I said they could have
Perfect Pitch...until I showed them the secret!"

"They laughed when I used my headphones to
meditate---but when they saw the results...
they all BEGGED to try it"

Why do these headlines work?

First: I think it's because it is a person talking. Far too
many headlines sound corporate. People want to deal
with people. A rule in selling is that people buy from people
they know, like, and trust. A first-person headline begins
the process of creating a relationship.

Second: Each headline suggests doubt but promises
reward. When each headline begins, we have the audience
being skeptical. They all "laughed." That's how most readers
will feel when they first see your headline. They'll be skeptical.
But the latter part of each headline implies that you have a
method that will work. "But then I showed them..." suggests
that everyone quit laughing when you offered the proof.

Third: Each headline promises a story. As I've said many
times in several of my books, stories sell. People love stories.
A good story can subliminally communicate your message.
Each of the above headlines promises an intriguing tale. In
fact, each headline is the "once upon a time" opening to
what promises to be a great story.

I don't advise simply copying John Caples famous
headline. Imitation isn't the best way to create a headline.
But you can model his approach and turn it into something
unique to you. For example, one of my favorite headlines
read, "I was nearly in tears..."

I used that headline in an email to help sell my latest
book, "Spiritual Marketing." That headline became almost
legendary on the Internet. People would see the headline
and almost hypnotically HAVE to read the letter to find
out why "I was nearly in tears". The headline was a first
person one, and promised a story. As a result, people
read it, and my book climbed the sales charts at amazon.

Too many people in business are afraid to use "I" or "me"
in their headlines. They've been told that people are only
interested in themselves. So why would they care about you?

It's true: People do only care about themselves. But part of
what they are interested in is other people. That's why such
best-selling magazines as "Biography" continue to captivate
us. We want to know about people. We're curious.

While you may not be a celebrity, you no doubt have a story
to tell. And that's part of the secret to writing a terrific headline:
Don't be afraid to tell your story and to include yourself in it.

Finally, the best way to think of this headline format is this:

Imagine you're on the phone with a prospect. You want to
tell them about your product or service. Simply describe how
you felt before you found your product, and tell how you feel
now, after having it in your life.

An example might be: "I used to beat my head against the
wall every month trying to create a budget, but now I just let
my new software do it for me." (For accounting software)

Or maybe: "I couldn't sleep at night for fear of robbery, but
now I sleep like a baby." (For alarm service or system)

Or even: "I always hated classical music, but then I stumbled
across this rare CD in a friend's house." (For new music CD)

In short: Talk to people. Be real. And reveal the benefits
of your business in a story format. Create a headline using
those elements and you'll be able to say:

"Everyone laughed when I tried to write my own
headlines, but now they stare at me in envy...!"

NOTE: What are the other two best headline formats?

You'll find them at the below two links. Please go read them
right now, and be sure to subscribe to the ezines there, too.

Click here: www.BreakoutBusiness.com/topheadlines.html
Click here: www.instantsalesletters.com/articles/headlines.html

OFFER: You can subscribe to my monthly "News You Can Use!"
ezine at my main website: http://www.mrfire.com Thank you!

Joe Vitale is the world's first Hypnotic Marketer. He is
President of Hypnotic Marketing, Inc., and author of way
too many books to list here, including the new book
"Spiritual Marketing," the best-selling e-book "Hypnotic
Writing," and the best-selling Nightingale-Conant
audioprogram, "The Power of Outrageous Marketing."
You can still have Joe's proven marketing e-course---
"Recession-Proof Marketing"---delivered to your e-mail
box every day for a week---for FREE---by sending a blank
e-mail to class@aweber.com

You can now get Joe's new email marketing course,
"Easy Marketing Secrets for Coaches," free, by sending
blank email to hypnoticmarketing@getresponse.com

joe@mrfire.com
www.MrFire.com
www.HypnoticWriting.com
www.AdvancedHypnoticWriting.com
www.CreateAdvertisingThatSells.com
http://www.HypnoticWritingSwipeFile.com
NEW! - http://www.HypnoticMarketing.com

©2002 Joe Vitale. All rights reserved.
Feel free to pass the above in its entirety to anyone you wish.