The best or fastest way to get prospects to respond to you is by using an advertisement filled with hype. Right? 

Well, yes and no! 

You see, good products do not sell themselves, while an entrepreneur’s staying power is mostly determined by an ability to create the kind of hype that gets noticed by customers. Hype routinely raises our expectations and influences our behavior. 

WARNING: If you're going to write your advertisement that creates interest in a flamboyant or dramatic way, you BETTER BACK IT UP!

If It Looks Like Advertising, Most People Won't Read It!

 The human brain would literally fry if it tried to process the thousands of advertising messages it gets hit with everyday. To protect ourselves, we have learned to quickly identify things that look, sound or smell like advertising. Unless an ad or commercial gets our attention and interest, we turn the page or push the remote control button to flush it out of our minds.

You may have not thought about this consciously, but most advertising does have an identifiable look and feel to it. like a radar detector, out brain can instantly scan and sense advertising pictures and messages largely from their shape and size.

This is precisely why the best marketing approach is to do everything you possibly can to make sure that your advertising does not look like advertising hype. The secret is to make your advertising look like a story. People don't trust advertising, but we have conditioned since childhood to trust and accept the look and feel of what we read in print.

An example of a old headline:

"Discover How To Increase Your Income And Achieve Outrageous Goals!"

This headline is nothing too scary. That's not a bad headline. It has the word "Discover" which is a proven power word.

But, it's lacking some specifics. There just isn't enough "punch" to it. Can we add a "character" to it? What can we do to make it more compelling without hype?

Let's try it another way and give it a "tweak." 

"How A Multi-Millionaire Can Show You How To Increase Your Income And Achieve Outrageous Goals!"

Much better, but the phrase "Achieve Outrageous Goals" is not easy on the tongue, and besides, it sounds like a ton of work.

Let's take away the goal part...

"How A Multi-Millionaire Can Show You How To Increase Your Income!"

Now we're getting somewhere. Who doesn't want higher income? 

The point is that INCREASE YOUR INCOME is definitely a hot button.

The headline is pretty good, but you realize that there was no hook. A hook is the little human-interest tidbit or story that has an emotional tug and makes it impossible not to keep reading.

The headline needed a story, an angle, something different to make it really stand out. 

Let's try it another way...

"How A Short, Clumsy Multi-Millionaire Who Can't Even Change a Light Bulb Can Show You How To Double Your Income Now!"

WOW! Now that's a hook. And that's a great headline that's going to land the "big ones." It arouses curiosity. It commands attention.

"Who is this multi-millionaire? Why is he clumsy? Why can't he change a light bulb? And how can this man teach me how to double my income?"

The headline is the single most important part of any advertisement or sales letter. So it's only appropriate that we spend a lot of time on it to make sure it's got what it takes to grab attention and hold it without expressing hype.

If you've read this far, it can only mean that you're naturally the kind of person who sees the possibilities in life. You're someone who wants to seize this opportunity and take the necessary action to double your income.

What is the most powerful, irresistible, guaranteed way to get customers interested in your product or service?

Is it "low price"? Wrong. Is it "free?" Try again. "Guaranteed"? Nope, wrong again.

The answer is simple, but some of the most brilliant copywriters in the world aren't "keyed in" to this #1 consumer magnet, so don't feel bad if you don't know what we're talking about. 

The fact is, not one in a thousand marketers is familiar with this powerful copywriting appeal.

So what is it that makes a consumer go wild with interest and beat a quick path to your door? Before we give you the answer, here's some examples from other media sources that know how to use this amazing appeal very, very well.

As you read these headlines, ask yourself what they have in common?

Television Ad: 

"Tonight at 11:00 PM, we'll take you behind-the-scenes at the Britney Spears concert."

Magazine Cover: 

"Secrets to Landing and Keeping your man."

Tabloid Headline: 

"Baby Alien Photos the Government Doesn't Want You To See."

Have you figured out the key concept that's at work here? Is your finger on the button ready to "buzz in" with your answer? 

The headlines above are TEASERS, guaranteed to speak to every Nosy Body out there. 

The Science Behind the Art of the Tease

Publishing and broadcasting professionals know that teasers tap into a deep, primal emotion that exists deep inside all of us. A teaser bypasses the brain and speaks directly to your Curiosity.

Whether you want to admit it or not, we all have curiosity at heart. We have to start investigating whatever it is that has caught our interest. We want to know. We have to know more.

And where curiosity goes, sales are soon to follow!

Teasing is Pleasing even though it looks like hype.

Everybody's nosy, and everybody wants to be "let in" on something they think other people know. Even more, we love to know what we think other people don't know. 

When Marketers have sufficiently stimulated a consumer's curiosity, he/she is suddenly driven by a primal urge and ready to follow our every instruction. A consumer will do anything to avoid feeling like "the last to know." And when a consumer is willing to follow your instructions, there's no better time than that to start selling!

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