When advertising, it's important that you command the attention of your reader. They are busy with their everyday lives, and will pass over anything that doesn't have any relevance to their life. If you want to be perceived as important, you have to grab their attention. The best way to do this is with a good headline.
Your headline must quickly speak to the needs and wants of your reader, and it should suggest a solution. The "solution" that you "suggest" comes best in the form of a free offer.
With a free offer, prospects know that they don't have anything to lose. Plus, they're hoping that they can find something that can truly improve their lives. And from your point of view, this is a win-win situation - because you get their contact information and follow up on them in attempts to sell them on your product.
This is basis of a good advertising campaign. Follow these tips, and you'll be on your way to earning more money in your business.
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