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How I Made Several Thousand Dollars By Changing One Word In My Headline
By David Frey The other day I received a newsletter from a fellow by the name of Gary Bencivenga. You probably don't know who Gary is but I can bet you've read or seen his advertising copy before. Gary is a professional copywriter...one of the best in the business. He writes a free newsletter called "Bencivenga Bullets," which you can sign up for at http://www.AccountableAdvertising.com (This is one newsletter I always read when it hits my inbox!) What Gary Taught Me that YOU Should Know In Gary's last newsletter he taught that the two most important words in marketing are NOT "FREE" or "NEW," which is what most conventional marketers think -- but that the two most important words in marketing are.... "Yeah, sure." Why? Because in this day and age people don't believe your marketing claims. Everyone is saying "We're the best" or "Skyrocket Your Profits." NOTE: If I hear the word "skyrocket" one more time I think I'm going to puke. I hate that word. Well, Gary's point was that you need to PROVE what you're saying is true...then people will pay attention to you. It's true. The most powerful salesletters I've ever read are the ones that show you proof positive. Here's How I Turned Gary's Advice Into Profits Instead of just reading Gary's newsletter and blowing it off, I actually took a moment to internalize what he taught and how I could apply it to my business. (Which is exactly what you need to do.) So I did... ...and a light bulb turned on for me. I immediately changed the headline on one of my websites and BANG...I improved my conversion rate. Want to see what I did? Here's a link to the old site where you'll read the old headline... http://www.market-your-services.com/index_old.html and here's the new headline... http://www.market-your-services.com See the difference in the new headline?
The hardest thing to do in Internet marketing is to get your visitor to continue reading your copy. In fact, if you've made it down this far in this newsletter I'm pretty impressed. Little Changes Equal Big Results Now you can see that little changes can bring huge results. Whenever I write an advertisement, a salesletter, a brochure...even this newsletter...the first thing I'll test is the headline. I know you've heard this before...and so have I, but as you can see -- for me, hearing the message again, meant a lot of money to me. I've made several thousand dollars above what my normal daily sales are and the only thing I changed was the headline. Thank you Gary Bencivenga! |
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