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Wouldn't you want your marketing copy to be so compelling that people would be ripping your message with their teeth to find out what it's all about?
I'll bet you would!
Let me tell you what Readers Digest does for every single issue they publish, to build up the most curiosity possible. They pick their stories months in advance and assign titles to them. Titles for the Table of Contents. Then, they bring in focus groups to pick from more than a dozen titles to put on the paper cover that you see on top of each magazine.
For example, if a story is called, "Lower your weight by reducing your fat!" they will probably end up with a cover title something like, "Amazing fat loss diet!" or "Six steps to quick weight loss!," or "Dr. reveals simple diet to lose weight without cutting calories!" Or something like that. The point is that the real title is too "professional" to get much attention.
So, the people at Reader's Digest know they have to tease you to get you to pick up the magazine at the checkout counter. Keep in mind, Reader's Digest is one of the most successful publications in the world. So let's listen to their wisdom!
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