Let me tell you about a little something called, “The Greatest Marketing Secret in the World!”
That title got your attention I bet.
And why wouldn’t it? Who wouldn’t want to know the greatest marketing secret in the world? It is the sort of headline that captures people’s attention and makes them want to read more, listen more, know more.
And yes, there really is a great marketing secret, it does work, and it is more than just a headline or a gimmick. I’ll tell you what it is below, but before I do I would like to tell you about a guy named Joe Karbo.
Back when I was growing up in Southern California in the 60s and 70s, there was a full page ad that regularly ran in the L.A. Times with a headline that read, “ “The Lazy Man’s Way to Riches.” The sub-headline read, “Most People Are Too Busy Earning A Living To Make Any Money.”
The ad was placed by this guy, Joe Karbo. It was one of the very first ads that are so ubiquitous now (often in the back of magazines) where there is a ton of copy, lots of words, very little negative space, and which share a first person narrative about some amazing product or service.
