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CHAPTER 5 MULTIPLYING YOUR BUSINESS PROFITS

A Powerful Headline is One That:
a) Grabs the Reader’s Attention
b) Presents the Most Important Benefit
c) Arouses Curiosity to Read Further

So, how do you grab your reader’s attention? Well, there are
many ways. One approach is to present a startling or interesting
fact just like a news article. For example:

• ‘One in four Singaporeans will die of cancer…’
(Health supplements)

• ‘Bankrupt Becomes a Multi-Millionaire in Two
Years’ (Investment course)

• ‘Announcing a new cure for baldness’
(Hair treatment)

• ‘Latest Math Teaching Technology Helps Students
Score ‘A’s in three months” (Enrichment program)

A powerful headline is also one that makes a bold claim and
promise. This promise should be one that addresses the
customers’ problems/fears and shows them how to they can
achieve their greatest desires/ goals. Here are some examples:

• ‘Instantly lose weight without dieting or exercise’
(weight loss pills)

• ‘How to double your income without changing
jobs’ (investment course)

• ‘How to Empower Your Child for Success in School
& in Life’ (enrichment program)

• ‘Piping Hot Pizza Delivered in 20 minutes or your
money back’ (Pizza delivery service)”

SECRETS OF BUILDING MULTI-MILLION DOLLAR BUSINESSES 149