The First Ad Copy Weapon of Choice - The Headline - 15
One of the other headline templates or formulas used that will never stop being a powerful attractor, is the one that uses the word "secret." To this day, even when I probably see about as many headlines as anybody around, I still will take at least a quick look when the word secret is used.
This is one of those headlines that have worked so well for so long, that even though we can tweak it, it stands on its own because its so powerful. The idea of entering into a secret, is just to irresistable to those reading it. About the only negative thing I can say about its usage is concerning that it still must be believed 
by the reader. The secret must be realistic to them. Other than that, I see pretty much no weakness in its usage.
This doesn't mean that it's magical, you still have to have other meaningful words to help it do its job. But it's really not that difficult to do.
Here are a few examples of the most used phrase: The Secret of...
The Secret of a Long, Happy Life!
The Secret of Increasing Your Memory Power!
The Secret of Financing Your House with No Money Down!
See how the words work together with "secret" to make it sound interesting to read? If anybody is interested in the topic you offer them, a very high percentage will keep on reading into your copy.
This is a must in anyone's headline writing strategy.
Other Headline Sources:
Writing Great Titles and Headlines
Writing Headlines That Beg to be Read
Effective and Attention-Getting Headlines and Titles
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