***What word length is best for headlines?***

How many words in a headline?

In headline tests conducted with cooperation from a big department store, it was found that headlines of 10 words or longer sold more goods than short headlines. In terms of recall, headlines between 8 and 10 words are most effective.

In mail order advertising, headlines between 6 and 12 words get the most orders. On the average, long headlines sell more merchandise than short ones.

Your headline should telegraph what you want to say -- in simple language. Readers do not stop to decipher the meanings of obscure headlines.

Source: David Ogilvy, "Writing Ads That Sell," The Copywriter's Roundtable, 4/14/14.

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***3 steps to more persuasive writing***

According to top copywriters Mark Ford and Will Newman, you can make your writing more persuasive when you follow these 3 simple steps:

1--Begin with an emotionally compelling idea... one that simultaneously feels both correct and insightful.

2--Express it clearly... if the reader cannot understand your idea, he won't believe it.

3--Be specific... state, demonstrate, and prove your compelling idea with specific details.

This formula is so powerful and accurate, I believe virtually all A-level copy follows it.

Source: "Persuasion: The Subtle Art of Getting What You Want," AWAI, 2014.

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***The secret to winning arguments: stop arguing***

There's an old saying that's very true: if you win the argument you lose the sale. Yes, you feel passionately about your product or service, and your potential customer has said something completely ridiculous.

But, warns superstar entrepreneur Gurbaksh Chahal, it doesn't serve any useful purpose to get into an argument about it.

"Sometimes, I have to bite my tongue," he says. "But, I never lose my cool. I try to educate, I remain calm and never argue or become controversial. Keep it light. Another approach is to move on to discuss an area where you can agree on something."

Source: Early to Rise, 4/17/14.

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This post appears courtesy of Bob Bly's Direct Response Letter. Bob Bly is the author of 70+ books and the man McGraw-Hill calls America's top copywriter.