Printer Friendly
The Free Library
22,741,889 articles and books

How to write (or should we say rewrite?) advertising headlines that make you rich.



David Garfinkel Garfinkel is a surname, and may refer to:
  • Harold Garfinkel, sociologist
  • Simson Garfinkel, journalist and writer specializing in the field of computer security
Variant forms include Garfinkle and Garfinckel.
, copywriter, marketing consultant, and president of the San Francisco-based Overnight Marketing, has written a new e-book that could both revolutionize rev·o·lu·tion·ize  
tr.v. rev·o·lu·tion·ized, rev·o·lu·tion·iz·ing, rev·o·lu·tion·iz·es
1. To bring about a radical change in: Television has revolutionized news coverage.

2.
 and simplify your promotional headline copy-writing.

In Advertising Headlines That Make You Rich, Garfinkel begins by citing legendary copywriter John Caples's statement (in Tested Advertising Methods) that "in a print ad, 75 percent of the buying decisions are made at the headline alone." The same could most likely be said of DM envelope teasers, sales letter headlines, and e-marketing subject lines.

Garfinkel then presents the heart of his book:

"This book does something that many top copywriters This is a list of well-known advertising copywriters who founded a major multinational agency, have been inducted into an advertising hall of fame, or have been recognized with a lifetime achievement award.  privately (and often secretly) to to reduce the risk, and in many cases insure Insure can mean:
  • To provide for financial or other mitigation if something goes wrong: see insurance or .
  • Or you may be looking for ensure or inshore.
 the success, of an ad or letter. It takes proven headlines--which have already been shown to work in the marketplace--and adapts them to other specific businesses. No other book has 297 custom, ready-to-use headlines for dozens of businesses, all created from proven winners.

"In each chapter there are many examples of headlines that will work for ads, web pages, letters, e-mail, and postcards for a variety of retail businesses, business-to-business companies, professional service businesses, and "free agent" (home office/ small office) businesses, and others."

While Garfinkel doesn't specifically treat promotions for newsletters and specialized spe·cial·ize  
v. spe·cial·ized, spe·cial·iz·ing, spe·cial·iz·es

v.intr.
1. To pursue a special activity, occupation, or field of study.

2.
 information, his 297 examples are easily adapted to countless promotional situations.

He writes: "There's also a concise explanation of the psychology behind the headlines, which you need to understand to use the headlines to get the greatest results for your business. Finally, there's a fill-in-the-blank template (1) A pre-designed document or data file formatted for common purposes such as a fax, invoice or business letter. If the document contains an automated process, such as a word processing macro or spreadsheet formula, then the programming is already written and embedded in the  that explains exactly how you can adapt this headline to other businesses."

How to Win Friends and Influence People

Garfinkel devotes a number of pages examining Dale Carnegie's world-famous book title, How to Win Friends and Influence People.

"It's a great book," Garfinkel writes. "But if Dale had titled it "How to Remember People's Names and Curb curb

1. thickening of the plantar tarsal ligament in the hock of the horse. The ligament is obviously thickened a few inches below the point of the hock. Initially there is pain at the site, the horse is lame and at rest stands with the weight on the other leg.

2.
 Your Incessant Urge to Argue," do you think it would have sold as well? Probably not. There's great power in good titles."

He also points out that Carnegie's words are not only the title of the book. "Those words were also the headline of a mail-order ad, which sold the book. The ad ran successfully for many years and sold hundreds of thousands of copies."

Garfinkel then goes on to dissect dissect /dis·sect/ (di-sekt´) (di-sekt´)
1. to cut apart, or separate.

2. to expose structures of a cadaver for anatomical study.


dis·sect
v.
 the words, saying that behind them "is a 'secret code" that makes it powerful.

"The 'secret code' is actually a generic formula that gets attention and creates desire in your prospect's mind. Every winning headline has a unique generic formula hidden inside. Here's the formula in Dale Carnegie's book title and headline:

How to ______ and______."

Garfinkel gives a number of examples of variations on the formula, including "How to Get a Better Job and Make More Money" for an executive recruiter, "How to Stay Fit and Protect Yourself" for a martial arts This is a list of martial arts, broken down by region and style. African martial arts
Eritrea
  • Testa
Nigeria
  • Dambe (Hausa Boxing)
South Africa
  • Nguni stick fighting
  • Rough and Tumble
Senegal
 school, and "How to Kick the Habit and Feel Great" for a stop-smoking program.

He points out that the success behind the formula is that it offers two benefits. "And, there is a very subtly implied cause-and-effect relationship between benefit number 1 and benefit number 2. That is, it seems like if you achieve the first benefit--having friends--then you will automatically achieve the second benefit--influencing people."

Newsletter DM copywriter Don Hauptman says the concept behind Advertising Headlines That Make You Rich "is ingenious in·gen·ious  
adj.
1. Marked by inventive skill and imagination.

2. Having or arising from an inventive or cunning mind; clever: an ingenious scheme. See Synonyms at clever.

3.
."

"There's a widespread myth that creative people come up with their great ideas out of thin air," Hauptman observes. "But as a copywriter, I'll eagerly seize seize
v.
To exhibit symptoms of seizure activity, usually with convulsions.
 any tool that helps me write more effective advertising. I've seen a lot of formulas, tips and checklists, but nothing compares with David Garfinkel's Advertising Headlines That Make You Rich."

This highly recommended e-book is available for $27
COPYRIGHT 2001 The Newsletter on Newsletters LLC
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 2001, Gale Group. All rights reserved. Gale Group is a Thomson Corporation Company.

 Reader Opinion

Title:

Comment:



 

Article Details
Printer friendly Cite/link Email Feedback
Publication:The Newsletter on Newsletters
Date:Jul 31, 2001
Words:620
Previous Article:Primedia forms new financial services group, appoints Warren Bimblick to lead it.
Next Article:The force behind the City of Houston's popular newsletters.



Related Articles
Random House Not Only Pushes the Envelope, but Marks It Express Mail.
A burning question.
HOLLYWOOD DOES ITS PART TO MAKE JOBS.
Bob Bly's recommended reading for marketers. (Promotion).
Ask early, often, finally: what's my point? (Symposium Secrets to Stronger Editorials).
The art of editing yourself. (Symposium Secrets to Stronger Editorials).
Make sure your promotion copy repeats your teaser or headline copy.
Ten marketing rules of success.
Giving the CEO message a makeover: people stopped reading your publication's "letter from the CEO" ages ago. Don't kill the column--make it better.

Terms of use | Copyright © 2014 Farlex, Inc. | Feedback | For webmasters