David Ogilvy said, "When you have written your headline, you have spent 80 cents of your (advertising) dollar." What that means is, five times more people read your headline than any other part of your promotion. They read it and make a snap decision to read further... or not. Like Ogilvy hints, leads have to notice your lead magnet before they can consume it. Like it or not, this means how we present it matters more than anything. Improving the headline, name, and display of your lead magnet can 2x, 3x, or 10x your engagement.

The Core Four These are the only four things you can do to let other people know about the stuff you sell. Combining warm and cold audiences with 1-to-1 and 1-to-many leads us to the only four ways we can let anyone know about anything: the core four. • 1-to-1 to a Warm Audience = Warm Outreach • 1-to-many to a Warm Audience = Posting Content • 1-to-1 to a Cold Audience = Cold Outreach • 1-to-many to a Cold Audience = Paid Ads

Two Ways To Communicate: One to One (Private), One to Many (Public) We can contact people 1-to-1 or 1-to-many. Another way of thinking about this is private or public communication. Private communication is when only one person gets a message at a time. Think "phone call" or "email." If you announce something publicly, many people can get it at the same time. Think "social media posts" or "billboards" or "podcasts."

Two Types of Audiences: Warm and Cold Warm audiences are people who gave you permission to contact them. Think "people who know you" - aka - friends, family, followers, current customers, previous customers, contacts, etc. Cold audiences are people who have not given you permission to contact them. Think "strangers" - aka - other peoples' audiences: buying contact lists, making contact lists, paying platforms for access, etc.

Step 4: Test What To Name It The three things you'll want to test are the headline, the images, and the subheadline, in that order. The headline is the most important. So if you only test one thing, test that. For example, I had no idea what to title this book. So here's what I did to figure out which name would do the best - I tested. The results may surprise you as much as they surprised me.