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    don’t do: Use your company name all by itself. You’ve got one shot at grabbing your prospect, and shouting your own name at her isn’t going to do it
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    It doesn’t matter if you’re writing an article, a newspaper or magazine ad, a web page, or even a Yellow Page ad. If it has a headline, that headline is the most important component of the entire package. Waste it, and you’ve wasted your time.

    Your headline is like an ad for your ad. It is responsible for getting the attention of your prospect and enticing her to read what you have to say. If it succeeds, your marketing has a chance. If it fails, your marketing is over before it ever began.

    So how do you create that heart-stopping headline? First off, there’s one thing you don’t do: Use your company name all by itself. You’ve got one shot at grabbing your prospect, and shouting your own name at her isn’t going to do it

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    e is the most important component of the entire package. Waste it, and you’ve wasted your time.

    Your headline is like an ad for your ad. It is responsible for getting the attention of your prospect and enticing her to read what you have to say. If it succeeds, your marketing has a chance. If it fails, your marketing is over before it ever began.

    So how do you create that heart-stopping headline? First off, there’s one thing you don’t do: Use your company name all by itself. You’ve got one shot at grabbing your prospect, and shouting your own name at her isn’t going to do it

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    responsible for getting the attention of your prospect and enticing her to read what you have to say. If it succeeds, your marketing has a chance. If it fails, your marketing is over before it ever began.

    So how do you create that heart-stopping headline? First off, there’s one thing you don’t do: Use your company name all by itself. You’ve got one shot at grabbing your prospect, and shouting your own name at her isn’t going to do it

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    If it fails, your marketing is over before it ever began.

    So how do you create that heart-stopping headline? First off, there’s one thing you don’t do: Use your company name all by itself. You’ve got one shot at grabbing your prospect, and shouting your own name at her isn’t going to do it

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    don’t do: Use your company name all by itself. You’ve got one shot at grabbing your prospect, and shouting your own name at her isn’t going to do it.

    Think about it: as a living, breathing member of the human race, your prospect listens to one radio station: WIIFM (What’s In It For Me?) Until you answer that question with a benefit that reaches down to her very core, your name just doesn’t matter to her.

    Start the conversation where your prospect lives. Get her attention by putting a knockout benefit in your headline, something you know she’ll respond to. Make a list of the benefits (not features) of your product or service, and use the very best one (your USP if you can). Don’t try to start small and build in intensit

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