Create jobs people really want and that good people won’t want to lose. Why should you do all this? Not to be a generous soul. Not to be liked. Not t… - Dan S. Kennedy

My “10 Smart Market Diagnosis and Profiling Questions” What keeps them awake at night, indigestion boiling up their esophagus, eyes open, staring at the ceiling? What are they afraid of? What are they angry about? Who are they angry at? What are their top three daily frustrations? What trends are occurring and will occur in their businesses or lives? What do they secretly, ardently desire most? Is there a built-in bias to the way they make decisions? (Example: engineers = exceptionally analytical) Do they have their own language? Who else is selling something similar to their product, and how? Who else has tried selling them something similar, and how has that effort failed?

How I Turned a Troubled Company into a Personal Fortune. How to ________ This is a simple, straightforward headline structure that works with any desirable benefit. “How to” are two of the most powerful words you can use in a headline. Examples: How to Collect from Social Security at Any Age. How to Win Friends and Influence People. How to Improve Telemarketers' Productivity — for Just $19.95. Secrets Of ________ The word secrets works well in headlines. Examples: Secrets of a Madison Ave. Maverick — “Contrarian Advertising.” Secrets of Four Champion Golfers. Thousands (Hundreds, Millions) Now ________ Even Though They ________ This is a “plural” version of the very first structure demonstrated in this collection of winning headlines. Examples: Thousands Now Play Even Though They Have “Clumsy Fingers.” Two Million People Owe Their Health to This Idea Even Though They Laughed at It. 138,000 Members of Your Profession Receive a Check from Us Every Month Even Though They Once Threw This Letter into the Wastebasket Warning: ________ Warning is a powerful, attention-getting word and can usually work for a headline tied to any sales letter using a problem-solution copy theme. Examples: Warning: Two-Thirds of the Middle Managers in Your Industry Will Lose Their Jobs in the Next 36 Months. Warning: Your “Corporate Shield” May Be Made of Tissue Paper — 9 Ways You Can Be Held Personally Liable for Your Business's Debts, Losses, or Lawsuits Give Me ________ and I'll ________ This structure simplifies the gist of any sales message: a promise. It truly telegraphs your offer, and if your offer is clear and good, this may be your best strategy. Examples: Give Me 5 Days and I'll Give You a Magnetic Personality. Give Me Just 1 Hour a Day and I'll Have You Speaking French Like “Pierre” in 1 Month. Give Me a Chance to Ask Seven Questions and I'll Prove You Are Wasting a Small Fortune on Your Advertising. ________ ways to ________ This is just the “how to” headline enhanced with an int

Money doesn’t have a conscience. It’s paper. That’s all it is. It’s just paper. It’s not significantly different than the paper that’s in your book. It’s green and it’s got some kind of woven crap in it so that, theoretically, we can’t counterfeit it. But it’s paper. It doesn’t know if you’re a priest or a pornographer. Look, it’s paper. That’s all it is. Nothing less. It’s just paper. It doesn’t have a conscience, it doesn’t know what you are, doesn’t know what you do, doesn’t care. It just moves around. That’s all.