The Secret Behind Million-Dollar Ads
by David Garfinkel - Advertising Headlines That Make You Rich

Want a little secret to turn your advertising into an
irresistible magnet for customers?

Dale Carnegie knew the secret, and that’s one reason his book
“How to Win Friends and Influence People” has sold more than 15
million copies. In fact, British Airways recently named it, “The
Business Book of the 20th Century.”

It’s a great book. But if Dale had titled it “How to Remember
People’s Names and Curb Your Incessant Urge to Argue,” do you
think it would have sold as well? Probably not. There’s great
power in good titles.

What you may not realize is the words “How to Win Friends and
Influence People” are not only the title of the book. Those
words were also the headline of a mail-order ad, which sold the
book. The ad ran successfully for many years and sold hundreds
of thousands of copies.

So what does this have to do with turning your advertising into
an irresistible customer magnet?

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Why Some Ads Fail Miserably While Others Succeed Wonderfully
by David Garfinkel - Advertising Headlines That Make You Rich

The voice on the other end of the phone was tense and impatient.
It was a prospective client calling. After we introduced
ourselves, he got right to the point: “Our advertising isn’t
working and we need some help.”

Who I was talking to doesn’t matter very much, because it could
have been almost any of my prospects before they start working
with me. That’s because, statistically, most advertising doesn’t
work — if by “work” you mean, bring in new business. Think
about your own ads. Even if they already generate leads or
create sales for you, don’t you have the sneakin’ suspicion they
could be working a lot better?

Here are two reasons why most ads don’t work at all — or if
they work, why they deliver far less business than they could:

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