https://www.youtube.com/watch?v=K74an6rQ_4g&feature=youtu.be

Part 28 in a 35 part series on headlines from John Caples book, Tested Advertising Methods.

Amazon-Proof Your Business https://brianjpombo.com/amazonbook/

Transcription

Entrepreneurs.

I am Brian Pombo, welcome back to Brian J. Pombo Live.

Today we're continuing on with our series of headlines talking about the proven the 35 proven formulas for writing headlines written by john caples. And his book tested advertising methods. Were on number 28 today. And this is a very simple one.

But it has it has a particular history behind it, and has a certain psychology about it. And this is one you it's not the most obvious right off the bat, and unusual. But it's important to get an idea about I'm sorry, I've got I've got a little bit of a sniffle because I was outside, we were outside having a little fire pit.

My hair is all out of whack everything else, so I got my got my baseball cap on.

And we're you know, we're getting ready for the season. As you can see, we're getting all the decorations up and everything else. So it's it's funny how that works. But you'll notice the title of this video and the title of this podcast episode is a one word title. This comes directly from John Caples.

Number 28, he says use a one word headline. That's unusual, isn't it?

It's not typical thing you'd see here what he says about this, he says advertisers who run small ads are sometimes able to find a single word that can serve as a headline. This method is successful if the single word is meaningful, and selects the right audience.

So do you have a word that does that?

That's a real question.

The method has, the method has the advantage that the single word can be printed in big type and thus give big display to a small ad. So if you have a very small amount of space, in which something with a single word will gain more attention, because you have and it doesn't hit directly to the point does it hit your audience is that the type of thing that will pull somebody in, you can take it for granted that these one word headlines are effective, otherwise mail order and patent medicine, advertisers would not continue to use them year after year.

And you saw this a lot with paper advertising and so forth.

When you would buy like a small area inside of a magazine or inside of a newspaper and a classified ad. And you only had a little bit of space. If you can hit directly with one word, it can pull people and you can say the word and then basically say what it is you're selling. Give a phone number or an address for them to write for more details. That would be enough to be able to get along if you understand the psychology behind that it's actually very powerful.

If the absolute minimum that you can use to get attention and to get the right kind of attention to get the right type of person that you're looking for. Then that has mastery over your marketplace. That is really understanding your market better than anybody else. It gives a couple of examples here.

Accounting, aviation, diamonds, reduce law, patents, nerves, corns, vitamins, bashful question mark. And he also says that the two of the old time classics one is hernia.

And the other is sex and sex is that is a common one because they used to used to run it in college papers and would say sex now that we have your attention,