An ad's headline is arguably the single most important part of the ad. It's job is to...

• Get their attention
• Make them want to read the ad

If the headline isn't doing its job, nobody is going to read the rest of the ad copy. End result? No leads, no sales, no point.

Get their Attention:

This first part of an ad headline's job is easily understood. I suspect this is why most people go all out on getting noticed, and overlook the second part of an ad headline's...

I've seen a number of discussions on SEO forums debating the relative merits of using a sub domain versus a folder. A typical question goes like this...

Which is better for SEO - a sub domain site, or pages in a folder on my existing site?

What's interesting about this question is the answer depends on the main objective of the person doing the asking.

Does the person want a quick way to achieve a page listing for a particular keyword phrase? A sub domain can help with this if......

I've been writing direct response copy for 16 years, and over that time I've learned the single most powerful word in advertising. Use it, and your results will skyrocket.

So what is this magic word? Is it free, Guaranteed, Easy, Money, You, Sex, Now, Fast?

Actually, it's not a magic word at all. The fact is, no one word will transform your ad copy and turn prospects into helpless automatons, unable to resist forking over money for your product. Such words don't exist (and...

Stick around the wierd and whacky world of web marketing long enough, and you'll encounter more than your fair share of woo.

You'll find it in products that make extraordinary claims, backed up with plenty of testimonials but zero hard evidence. The seller may even claim the government (or perhaps an evil corporation) has tried to suppress it.

You'll also find woo in the language used. Some 'chancer' will claim to know the secret of making $5,000 a week by working only...

In these forums, the digital free gift reigns supreme. It seems like everybody is giving away 1, 2, 3 or maybe even more free downloads.

My question is, how can these free gifts possibly improve a conversion rate given there are so many of them to be had?

The main principle in economics is: The more of something there is, the less valuable it becomes

Today's challenge, should you wish to accept it, is to test a "no free download" version of your sales...