It’s the simplest ideas that make the biggest impact… Did you know that John Caples – head of the third largest advertising agency in the USA for 40 years went on a quest to discover what particular English words used in headlines brought more attention and sales. John went on to compile a list of the top one hundred successful headlines which sold over $100 million dollars of products and services and he analysed the word frequency in each one.
Want to know which words were the most frequent and effective?
Here they are (next to each word is the number of times the word was used):
You… 31 times (i.e. almost 1/3 of the top 100 most successful headlines contained the word ‘you’)
Your… 14 times
How… 12 times
New… 10 times
Who… 8 times
Money… 6 times
Now… 4 times
People… 4 times
Want… 4 times
Why… 4 times
Want to increase the click-through rate of your internet advertising or get more phone calls from your press advertising? Here’s how:
Look at the words above. Now what can you change in your marketing headlines to incorporate more of these proven and tested money-making words!