The former promises to show you how

Generally his wants will fall into one of the following categories: Better health more comfort more money more leisure time more popularity greater beauty success and/or security. How To headlines have a very strong basic appeal but in some instances they are better used as book titles than advertising headlines. Who Else wants in on the finer things which your product or service presumably offers is another approach with a very strong reader appeal. The psychology here being the need of everyone to belong to a group complete with status and prestige motivations.

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