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Part 34 in a 35 part series on headlines from John Caples book, Tested Advertising Methods.

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Do you use questions in your headlines?

Hi I’m Brian Pombo, welcome back to Brian J. Pombo Live.

And I’m giving away the topic today, because we’re talking about headlines once again, this is the 34th out of 35 proven formulas for writing headlines, written by John Caples. In his book Tested Advertising Methods, and we’re we’ve gone through all of them, except for to the last two.

So this is the first of the last two tonight is number 34. These are formulas you can use for writing headlines. And honestly, I have I don’t have one of these that I have followed more often than this one. Okay, this is my favorite, because it’s simple. And it does a very fancy trick in it. And that’s all. All it says is number 34.

Have your headline, ask a question.

That’s it.

That’s all you got to do.

Have your headline ask a question. That’s if you have to do that.

There’s something that happens in the mind. If there’s a question being asked, a person has to read it, and they have to consider it more than just a statement.

Any headline can be a statement. But when you’re asking a question, it causes the person to have to consider it to some extent.

Now, it may not be something that they understand. And so they can gloss over it and move on. Just like a lot of people won’t click on this video or this podcast episode or this blog post. Because it talks about headlines.

They’re like oh, headlines, whatever, and they move on. But what it is attracting is it’s going to attract a person who wants to know more about headlines. Okay, they are going to click on this and you might be one of those people. That’s why you’re watching or listening or reading this is because you’re interested in oh well, what’s he mean by that?

You know, if nothing else, it doesn’t mean they have an answer for that question. What matters is that they hear the question, and they consider what the idea is behind the question.

That causes interaction, that interaction leads to the next step. If you go back and you look at all the different videos that I’ve put out all the different podcast episodes from this particular show, which is made to be clicked on, it’s made to attract new people. They’re almost all questions.

That that is the is the thing that I always fall back on, is using a question, because a question causes curiosity, a question causes a person to go wonder what that means. It just pulls in people like nobody’s business.

So if all else fails, if you use this one headline formula for writing your titles, for writing your email, subject lines, for whatever, if you’re looking to pull people in, ask a question. It’s just that simple. And I could give you some of the some of the examples he has here.

What good are frequent flyer programs if the miles take off before you do?

Would you believe the milk jug on the right is 45% lighter?

Would you ever run out of trees for a forest product company?

Did you know you can give your dog perfect nutrition?

You see, some are better, some are worse. But a question will always cause you to stop and think about what the question is and think about whether you have an answer or whether you dismiss it.

Whereas a statement doesn’t necessarily have any pull any curiosity whatsoever for you. It’s just a statement. But questions are magical. There’s something really magical about questions. I’ve seen it over and over again, if you’ve ever done any type of one on one sales, one on one.

If you do a lot of one on one interaction with your customers, you’ll know the power of questions if you’ve done enough of it. And if you haven’t, you ought to pay more closer attention.

There’s there’s some great books on it. Let me see if I could think of any off the top of my head because I know I have quite a few.

This one right off the top.

How I Raised Myself From Failure to Success In Selling, by Frank Boucher. awesome book. We’ve talked about this one before.

One of his key points is asking questions. That’s how he’s done all his sales. his entire life is talked about asking questions.

This isn’t just a sales book. This is this is a communications book. Communications, so much of communications is based on the idea of causing interaction. And the only way you can really cause proper interaction is by asking questions.

I mean, it could go on and on and on about the power of question. But if you understand the power of questions and a headline, then you’ll know how to pull a person into your world, and how to get them to start thinking about what you want them to think about and do what you want them to do in the long run, which is what this whole process is all about.

Any type of marketing, communications, business strategy, it’s all about getting the customer, getting the patient, getting the whoever to do what you want them to do, and hopefully for their own good, hopefully, it’s a good it’s a good situation that you’re leading them to. So that is number 34.

Tomorrow, number 35. The final hour of the entire selection of proven formulas for writing headlines. So come back tomorrow, we’ll talk about that. In the meantime, you want to go and check out my book nine ways to Amazon Proof Your Business.

You get your own free copy at AmazonProofBook. com. You can check that out before we get back together. Otherwise, we’ll see you tomorrow. In the meantime, get out there and let the magic happen.

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Part 32 in a 35 part series on headlines from John Caples book, Tested Advertising Methods.

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

Transcription

I’ll show you a headline formula, that works!

Hi, I’m Brian Pombo, welcome back to Brian J. Pombo Live.

Once again, we are here going through the 35 proven formulas for writing headlines written by john caples. We are on number 32 today.

So we’re almost to the end, we’re almost to the full 35. You go back and watch older episodes or listen to older episodes depend on how you’re taking this. And check out all the other headline formulas that we have, you could also go get a copy of this book, Tested Advertising Methods by John Caples.

I don’t get paid anything for promoting it. But it’s a great book that’s been updated through time, I just happen to have the fifth edition here. And this is chapter five, what that has all these headline formulas in it, this is number 32.

And this one’s very specific.

It’s let the advertiser speak directly to the reader.

So in other words, that having some personality in the headline itself, as if it’s coming directly from the person that’s selling the item, or produces the item, whoever that is, I happen to be the person that that does these videos, and does these podcasts.

So I put the title in my own voice. But here’s some other examples of how you can go about doing this.

Why I offer you this new kind of pipe for $5.

I’ll train you at home for a good job and computer programming.

Baby teeth have special needs.

Pediatricians recommend blank tooth and gum cleaner.

I guarantee you results worth $2,000 in one year.

It’s all about just adding in some authority and letting them kind of take charge of the headline itself. And personality is available with this too.

It’s a nice simple headline that anybody can use. And it fits in perfectly with with a couple of my strategies in my book, 9 Ways to Amazon-Proof Your Business, you can get a free copy, go to AmazonProofBook.com and download your own free copy.

Or you can go and purchase a copy on Amazon.com or Barnes and Noble or anywhere that books are sold online. So but like I said, free copy AmazonProofBook.com.

Now we’re going to be back here tomorrow with another headline, we’re going to go through number 33. And then after that we got two more headline formulas to be able to run off of.

And these are all things that you can go back to time after time after time again, if you’re looking for a new idea for a title of a blog post, or an email subject line or what have you, anywhere you use headlines, you should try some of these headline formulas. They should be able to get your mind rolling. E

ven if you don’t use the exact formula, it might take you in a direction that can help you develop your own.

Hopefully that’s helpful to you. We’ll be back here tomorrow night. In the meantime, you get out there and let the magic happen.

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Part 29 in a 35 part series on headlines from John Caples book, Tested Advertising Methods.

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

Transcription

Business Growth.

Hi, I’m Brian Pombo, welcome back to Brian J. Pombo Live.

Today we’re continuing our series on the 35 proven formulas for writing headlines, written by John Caples. In his book Tested Advertising Methods, this is a later is the fifth edition of his book.

So it’s got a lot of modern day spins on things after john was already long and gone, people are still updating it. But we’re going through the 35. And today we’re hitting on number 29.

And it’s all about using a two word headline.

And this is a pretty simple concept. If you watch yesterday’s, we talked about doing a one word headline, giving the example of hernia as one of them. That was one I think that came directly from John Caples.

Well, here’s using a two word headline, here’s what they say. Sometimes it’s impossible to find a single word that will convey a meaningful message about your product or service.

Now we’re just talking about the headline just writing a headline, a title for something, that’s what we’re talking about. In that case, you use a two word headline. Thus, the 1996 equivalent of the one word hernia now uses the two word headline, hernia trusses. Other examples, free money computer program for banking. For this old time two word winner see figure 5.5.

So they’ve got a picture in the book about it.

Be strong 114 foods, engineering opportunities, farm animal, walk softly Good riddance, itchy scalp, head cold, you know, each one of these plays to fit something very specific. If you’re not interested in that you’re not going to read any further, you’re not going to go any further. You’re not going to click on that link.

There’s no reason to the two words should identify your audience should identify the problem you’re looking to solve. It should identify the product that you’re offering, in a sense, because it hits on that on that main benefit oftentimes, is what you’re focusing on. And so another one I hear a lot.

I know Dean Jackson brings it up free horse, not free horse but a horse for sale. That’s a three word one. We’ll talk about that one litre that had to come out of my mouth before I before I did the counting.

So two word headline, that’s just it’s the same concept.

What if you can simplify everything and break it down to two words?

What would those two words be?

So I’m talking about business growth and in this series, we’re talking about how to use headlines in order to grow your business.

If you’re looking for something more in depth, beyond the tactics looking for something more strategy based, I wrote this book, 9 Ways to Amazon-Proof Your Business you can get a free copy just for yourself electronic copy over at AmazonProofBook.com.

So go to AmazonProofBook.com. Fill out the information you can get your own free copy right off the bat. And there’s also ways you can purchase a physical copy and get the audiobook and everything else.

Just go to AmazonProofBook.com. Tomorrow we’ll be going through number 30 of the 35. We’re almost through all of these proven formulas for writing headlines. We’ll be back tomorrow. In the meantime, you get out there and let the magic happen.

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Part 24 in a 35 part series on headlines from John Caples book, Tested Advertising Methods.

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

Transcription

If you want to standout but you’re not sure how…

Hi, I’m Brian pombo, welcome back to Brian J. Pombo Live.

We’re going to be talking about how to stand out, we’re going to give you a very specific example about how to stand out. And specifically, it tends to be in the area of business that I work in. I’m a business strategist.

But these type of ideas can help you stand out to get any type of traffic to your website, or to your material online, whatever you’re trying to get more attention to, you can use the power of headlines. And headlines work either as a title for a video or for a blog post or for anything that you’re doing online and offline.

But I like to talk a lot about the online stuff, because that’s a lot of the traffic that we get on these videos has to do with people trying to get attention online.

So where’s all this come from?

This is a series of videos, you’re welcome to watch the other ones that are in this series, they’re all by date in this area. And we’ve got a YouTube playlist out there that you can go back and watch. It all has to do with the 35 proven formulas for writing headlines, written by John Caples years and years ago, in his book, Tested Advertising Methods.

There are there are 35 of them, I’m just going to go through one of them today. And one of them I displayed in the title of this video. And that is it is number 20. Hold on, I had the page where to go 24 begin your headline with the word if that’s it.

That’s it, just start with the word if and it automatically takes you into a world and I’m going to give you I’m going to give you an example, these type of things can pull people in, it could pull their interest in now, when we’re talking online, we’re not just I’m not saying using the word if is going to get you showing up in the search engines, or showing up on Amazon or showing up in any particular area.

SEO and so forth, I’m talking about once they see your headline in the form of a subject line and an email or whatever. Once they see it, the word f has the ability to pull them in to read the rest of it. Because if is setting something up, and it sets them up for the rest of what you’re trying to say.

If the rest of what you’re trying to say is something that holds curiosity for them, they’re going to go after it right. Here’s a couple of examples that that gives us they given this book. Some of these are john caples examples,

I think it’s all the more or ones that were edited in later, you could tell by kind of the age of it. Let me see if they gave awards for cash management, we be thanking the Academy.

If you save her growth in security, we give an edge. If you think the ultimate speaker system would have a subwoofer, you’re half right.

Let’s see, if people seem to be working faster, it’s not the coffee, that’s trying to sell an office machine. So a lot of these are very specific to what they’re talking about. But you can you can bring it into exactly what you’re trying to say.

Or try to pull in a specific crowd with what you’re saying. So this is kind of a similar one that I used with this title here. And he says here is an “if” formula that has practically unlimited application, if you think you can’t, blank, excuse me, if you think you can’t afford blank, so your product or service, you haven’t checked blank, special discount, leasing terms, etc.

So that’s using the price thing to pull them in, based on whatever it is that you’re selling. So that that you go straight into it, you’re talking about what you’re selling, you’re talking about the main benefit, right there in the headline and your point in that crowd on that idea.

And I tend to tell people to try not to sell on price as much as possible. Unless that really is your main selling point, then you can you can sell it. But for most people in most industries, that’s not going to be a viable selling point.

But you could use it for anything you say, if you can’t blank, or if you are looking for blank, then blank, you know, and that’s you can use that any time.

But the word if has special magic, and that’s what he’s, he’s trying to show you here. The word if is the thing that pulls them in. And what you’re saying the rest of the time is going to determine what type of audience that you pull in to take them to the next level.

Hopefully that makes sense.

It’s all about standing out and standing out starts with whatever that initial contact that you have. In most cases, even to this day, it’s going to be the headline. It’s going to be the first string of words that they see.

Now sometimes the headline isn’t what you think the headline is. So I talked about like YouTube titles.

While it may not be the YouTube title, that’s the first thing they see, it may be the thumbnail on the YouTube. So those of you who don’t know much about YouTube, the thumbnails, the picture, the picture that you see, and you’ll notice that on so many of those really well done YouTube’s, it’s got words written right on the picture.

Well, then the words on the picture become the headline, you see something is driving as a headline. Now they may be coming in because of what’s portrayed on the picture. You know, the attractive woman the this the that whatever is on the picture, maybe point them in also, I’m not saying the headlines, the only thing that does it.

But oftentimes, the words are going to be the magic that push a person into finally clicking on what you want them to click on. And that’s the whole name of the game. It doesn’t matter. It’s human behavior. It doesn’t matter whether it’s digital, or analog, all of this stuff was written.

All the stuff that John Caples talked about was written for paper, for ink on paper, for newspaper and magazine are advertisements and articles. That’s what he was talking about.

But the same psychology is true. People read things one thing at a time, they start with a headline, they start with the pictures, that pulls them in to read a little further, they may not read the whole thing, but eventually takes them the ones that are interested in buying the ones that you’re wanting to buy will take them eventually to that call to action that causes them to do whatever it is you want them to do.

Sometimes it’s by something. Sometimes it’s give me your email, and I’ll give you something.

It doesn’t matter what it is, if you’ve got something that you want someone else to do. You got to understand the psychology of headlines. And this is another great one from john caples number 24 out of the 35.

Tomorrow we’re going to go through number 25 out of the 35 So come on back then. In the meantime, hey, go check out a copy of my free book, 9 Ways to Amazon-Proof Your Business. Go pay for on amazon.com and you can go pay for it on Barnes and Noble and all the other places you got it or you get your own free digital copy at AmazonProofBook.com, AmazonProofBook com. We’ll be back tomorrow. In the meantime, you get out there and let the magic happen.

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Part 23 in a 35 part series on headlines from John Caples book, Tested Advertising Methods.

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

Transcription

Because…you want to grow your business.

Hi, I’m Brian Pombo, welcome back to Brian J. Pombo Live.

Every day we get together, and we talk about some idea that’s going to help your business to grow. And what’s the best way to keep your business growing is to get you to stand out.

Today we’re talking about how to use headlines in order to allow your business to stand out more stand out more in the public space. But I’m always talking about ways of standing out, and specifically to beat out your competition.

That’s why I wrote the book, 9 Ways to Amazon-Proof Your Business, it’s all about standing out, go get your own free copy at AmazonProofBook.com. AmazonProofBook.com, free copy download of, 9 Ways to Amazon-Proof Your Business.

Now, let’s talk about headlines. We’re discussing these we’ve got over a month’s worth of videos that we’re putting together here, where we’re going over the 35 proven formulas for writing headlines written, by John Caples.

And published in his book tested advertising methods and all comes out out of chapter five. This is number 22, in the 35.

This is oh excuse me 23 in the 35. This is to begin your headline with the word because this is an odd one. You don’t see this as often anymore. A lot of the older types of headlines you see this, but I like it because I think it makes things stand out. And I think it’s I think it’s a good one to try out. It’s one I haven’t used a whole lot. But after rereading this, I get the point behind it.

Here’s a couple of examples.

One, he used this one for that. So advertising cat food, because your pets quality of life is important to you. Or because fleas come back.

It’s all about kind of, say if a person were to ask, well, why would I want that?

Why would I want to watch this video?

Why would I want to read this book?

Why would I want what you have?

And you’re answering that by saying because and get straight to the root of what they’re after gets straight to the benefit of what they’re looking for. And if you use that that’s going to draw people in. Because it begs the question, it’s the answer that begs the question.

You’re saying because, this?

Well, what do you mean, because that and it automatically leaves that that little missing element that draws a person in just like a question draws a person in because it has the missing element of the answer?

Well, you’re providing the answer without providing the question. And so it draws a person into either read the rest of your article to watch their video to take a look at the email that you put that subject line on that that’s a clever one.

I love to find out if you’ve ever used because to start out one of your headlines to start out one of your the subject lines of your emails, and what type of response Did you get off of that?

Leave me a comment down below. We’ll be back here tomorrow with number 24 out of the 35 of john caples proven headline formulas. And we’re going to continue on with this until we go through all 35.

In the meantime, you have a great night. We’ll be back here tomorrow. Come on back again and get out there and let the magic happen.

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Part 20 in a 35 part series on headlines from John Caples book, Tested Advertising Methods.

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

Transcription

Who else wants advertising headline examples?

Hi, I’m Brian Pombo, welcome back to Brian J. Pombo Live.

Today coming to you from dining room of my in laws here in Fresno, California. And we’re going through our headline examples that we’re talking about.

These are all from John Caples, book Tested Advertising Methods, where he talks about his 35 proven headline formulas and this is number 20.

This one all has to do with beginning your headline or title or what have you, with who else. And I love this one, because I originally learned this one early in my career with internet marketing, and I was working with Adam Short, who has the niche profit classroom, I don’t know if he still calls it that, or if he still has that open to the public. But that was a great class training session to go through.

And he was one of the first ones that introduced me to the idea of headlines is specifically for internet marketing. But it was using all those direct response techniques like john caples would teach about it.

This was the first time I was been exposed to it. And one of the ones that he uses was the who else example?

And its a basic question. Here’s a couple of examples of it.

Who else wants a wider wash with no hard work?

Who else wants a kissable complexion within 30 days?

Who else has hair that won’t stay combed?

You know, you could use it with whatever using who else automatically. It asks the person whether they’re one of the products they have, you know, if they’re one of the people that want what you’ve got, or if they’re one of the people that have the problem that you want to be able to solve.

It pulls them into the conversation in a very subtle way. But it’s a quite, it’s a great way to be able to get attention. It was one of the earliest headline formulas that I used over and over and over again.

It’s really a really useful one, I hope hopefully it makes sense to you. You know, I’ve got my book, 9 Ways to Amazon-Proof Your Business, which is one of those things that I’ve always asked you know, who else wants to be able to beat out the competition. And that always leads them into this conversation about Amazon proofing your business.

So if that’s something that you’d be interested in, check out my free book. You get your own copy at AmazonProofBook.com. We’ll be back tomorrow with number 21 of these headline formulas. We’re going through all 35. So come on back tomorrow and we’ll see you then. In the meantime, get out there and let the magic happen.