Secrets of a Master:
Use the "S" Factor to Boost Readership and Response

Want to boost your response? Add an "s" to the verb in your headline.

Example: In a lecture, direct-marketing consultant Shell Alpert told the story of a marketer selling a home-study course on playing the piano. By adding an "s" to the verb in the headline, it changed from "Put Music in Your Life" to "Puts Music in Your Life" – and substantially increased response.

Why it works: "Put Music in Your Life" makes the reader do the work. "Puts Music in Your Life" implies that the product is doing the work.

[If you missed my plug for Bob's eletter last week but would still like to sign up, simply visit: and get it done today. Bob Bly is not only a published author of over 50 books, business consultant, and six-figure copywriter, he's also on AWAI's Board of Director's for both our Copywriting course and our new Graphic Design Success Program. AND he'll be at the next AWAI bootcamp where we'll be featuring special guest speakers (like Bob), live assignments from real clients, and even workshops for both our copywriting and graphic design students. Don't miss out! Watch for more details in upcoming issues of The Golden Thread.]

The Professional Writers’ Alliance

The Professional Writers’ Alliance

At last, a professional organization that caters to the needs of direct-response industry writers. Find out how membership can change the course of your career. Learn More »

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Published: February 3, 2003

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