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This has been proven over and over again. You can have the exact same body (called copy) in your ad and just change the headline to dramatically increase your sales. They say that a headline will pull in 80% of the orders if done correctly. 

Let me give you an example. John Edwards is a commodity broker. He arranged for 2/3rds bank financing on gold purchases. In other words, if you wanted to buy $10,000 in gold, you would only have to come up with $3333 in cash; the bank would finance the rest. 

His headline read "Buy gold with two thirds bank financing". This headline, accompanied by good ad copy, made thousands and thousands of dollars every month. When you are making $10,000 a month, you're generally happy and don't think about ways to improve your profits even more... MISTAKE. 

With a little help from Jay Abraham, John finally snapped out of his trance and decided to test some other headlines. He ran a few different ones, and each one pulled a little better (about 10%). However; about 3 weeks later, he ran this headline: 

"If gold is selling at $330, send me $110, and I will buy all you want" 

Well, this headline increased sales over 500%! Yes... all those months he was making $10,000+, he could have been making $50,000+. It's just another example of how important the headline of your ad is. 

There is more info on headlines and ad copy writing in the section "How to promote virtually any business, product or service online." 

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