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CHAPTER 5 MULTIPLYING YOUR BUSINESS PROFITS

An Ineffective Headline that Sells the ‘Features’
Super White Toothpaste’s Special Formulation Polishes
and Whitens Teeth

An Effective Headline that Sells the ‘Benefits’
Super White Toothpaste Will Give You Brilliant White
Teeth and a Beautiful Smile that Gives You the
Confidence You Need

An additional strategy that would make your product/service
more appealing is to establish credibility. You can do this by
showing a picture of the product being used, featuring
testimonials, scientific evidence or other kids as proof.

3) Call to Action
You can’t believe how many advertisements have great
headlines, persuasive salescopy but fail to generate
many leads simply because the ad did not tell the reader to
take action!

You cannot assume that your prospect will call your number
or walk into your office/store just because he liked your ad.
You must tell the prospect to call a number/visit a store and
reward him/her for taking immediate action.

Human beings tend to be creatures of procrastination and
will put things off until something becomes urgent, by which
time they would have forgotten about your ad. You have to
end your ad by creating a sense of urgency to call a number
or visit your store immediately. You have to literally write a
call to action that goes, ‘ Call 65-62740105 Now to Register’
or ‘Visit Your Nearest Store Today’.

154 SECRETS OF BUILDING MULTI-MILLION DOLLAR BUSINESSES