Sell Like Crazy

HVCO Rule #1: Create an Attention-Grabbing Headline
HVCO Rule #2: Make sure every point touches a burning issue.
HVCO Rule #3: Keep it simple.
Now, they’re all important, and we’ll come to rules #2 & #3 in a moment;
but first, the single most critical part of this process is having an attention-
grabbing headline that stops your prospects in their tracks, grabs them by
the throat, and creates so much intrigue that it practically forces them to
give you their contact details.
HVCO Rule #1: Create An Attention-
Grabbing Headline

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To illustrate the importance and power of this, let me share a short story. In
1982, Naura Hayden released a book called Astro-Logical Love.
Looking at the title, what do you think this book is about? Does it grab you
and demand your attention? Is it clear and specific as to what you’ll learn?
Well, when they print a book, the first print run is typically 5,000 books,
and most books don’t sell out in their first run. This book also didn’t sell out
in the initial 5,000. In fact, it sold only 2,000 copies.
So Hayden sold the rest of her books to discount book stores and flea
marketers who sell books for 99 cents. It was there that a New York
publisher stumbled across the book, bought it, read it, and thought, ‘This is
a great book about how to seduce women’.
He called Naura Hayden and bought the rights to the book and republished

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it. He didn’t change one word inside the book.
Exact same book… The product was the same.
But he changed the title to this: How to Satisfy a Woman Every Time… and
Have Her Beg for More!
Which book would you rather read if you were in the market for that type of
thing?
Well, the result was 2.3 million books sales in the first 18 months!
It became a massive cultural phenomenon and a New York Times #1 best
seller. Same book, same content, just a different title. It wasn’t the picture
on the cover that made the difference (actually there is no picture). It was
the title, and more specifically the offer in the title that changed.
And that was an offer that someone actually wanted. The take-away for you

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is simple and clear:
Identify your Dream Buyer’s single most pervasive and persistent hair-on-
fire problem – and then offer them the single most valuable and immediate
solution.
Once you’re clear on this, really labour over figuring out the best possible
title for your free report. Because the truth is, the title of your free report is
the number one factor in the pulling power of your HVCO and will largely
be responsible for the amount of people that enter your funnel… and the
amount of sales you make.
Like the example earlier, you don’t want to call your free report How to
Make Men Want You. It’s a vanilla offer and it doesn’t intrigue the reader.
You want to name it, Make Him Beg to Be Your Boyfriend in Six Simple
Steps.
Consider an HVCO that King Kong put together: 22 Money Murdering
Mistakes That No Web Designer Would Dare Tell You. It’s a lot more
compelling than Five Things You Should Know When Building Your
Website. We dialled up the volume, using strong imagery that provoked a
visceral response. You want to make your title burn with intrigue and be
absolutely irresistible
If the title of your HVCO isn’t enticing and doesn’t stop people in
their tracks, then nobody’s going to download it. And if nobody
downloads it, you’ll have nobody entering the top of your funnel and
you’ll have nobody to call. You’ll have no leads and you’ll make no
sales.
Having a really good title to your HVCO literally pulls everybody
into the top of the funnel.
So, how do you get people to actually read your stuff? Here are five
headline essentials:

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