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CHAPTER 5 MULTIPLYING YOUR BUSINESS PROFITS

Now, out of the three, choose one UCA that you can focus
on in your advertisements. Your UCA should help your customer
solve their problem/pain and help them achieve their
desire/goals.

My product/service’s UCA is

Steps to Writing Hard Hitting
Advertisements That Work

There are four components that create a hard-hitting and
irresistible advertising message. They are: 1) headline, 2)
salescopy, 3) call to action and 4) location

1) Headline
The headline is the most important part of any ad. Headlines
make up over 90% of an advertisement’s effectiveness. I have
found that changing the headline of an ad can create a jump
in response by more than 500%, even if the rest of the ad
remains unchanged!

The important thing to remember is that people DON’T read
newspapers to read advertisements. Most people are primarily
interested in reading interesting news and find ads a nuisance
and distraction. Don’t you tend to scan the headlines of a
newspaper and magazine and only stop to read when the
headlines grab your interest?

So, no matter how great your product is or how great an
advertisement message you write, nobody will ever read it
unless you have a powerful headline that a) grabs their attention,
b), presents the most important benefit and c) arouses their
curiosity to read further. Let’s find out exactly how to do this.

148 SECRETS OF BUILDING MULTI-MILLION DOLLAR BUSINESSES