John Caples - head of the third largest advertising agency in the USA for 40 years - analysed the most commonly used words in one hundred successful headlines.
You ........ 31Headlines that made money. Headlines which were repeated over and over by advertisers who measured the response from every advertisement.
Here is the list of the tem most frequently used words - in the most effective 100 headlines every written.
Next to each word you will find a figure showing you the number of times the word was used.
You ...........31 Money .............6
Your ..........14 Now .................4
How ...........12 People ......... ...4
New ...........10 Want ...............4
Who ............8 Why ................4
The most common words used were you and your. They are the most frequently used words in all successful advertising and marketing materials. This is because ... ..
Every advertisement, promotion or letter should be aimed at the person reading it.
You should never aim at the masses when writing. Imagine you are sitting across from the person you want to reach and write to them and them alone.
Robyn Pearce CSP
About Robyn Pearce CSP
Robyn Pearce is a researcher, author, international speaker, business woman and time management specialist. She is also a Past President of The National Sperakers' Association of NZ and immediate Past President of IFFPS - the international body for professional speakers based in the USA.