Trevor: Look at that headline, Put Music in Your Life, and try and think of where you could add just one single letter, not a word, one single letter to one of those words and change the meaning.
James: One letter.
Trevor: One letter, not a word, one letter.
Trevor: Yep. Where?
Trevor: Correct. Okay. Now, the reason this ad will be B, this was actually one of Dan Kennedy’s clients that were selling guitar lessons. And when they tested adding the s, results tripled. Three hundred percent more calls. Now, the ads cost the same.
You know, when you run any sort of advertising, you’re paying for space whether it pulls zero calls, one call, or 1000 calls, or responses or sales. But just adding that one single letter, turned it into an implied benefit.
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