A spectacular headline for your book, sales letter or article can be the most important factor in the success of your product.

This is why ..

A headline I used in my first press release worked so well that I still use it 12 years later.

Not only will a great headline turn heads, but good advertising can save you thousands of dollars in marketing expenses.

This is how I did it …

I first studied advertising. I learned a lot from a guy named Paul Hartunian. You probably have the best advertising course out there.

Ted Nicholas was also one of my great influences. He was the guy from the space ads for a long time. That’s where I learned most of my space announcements.

So, I gave publicity a shot with this crazy idea: a science fiction cookbook. Then I wrote a press release.

I followed the Paul Hartunian tee format and sent out that press release.

It was flooded!

This was before the email so I mailed it. I mailed it to radio stations, newspapers.

I still use it. Every year I send these things. I’ve been doing it for 12 years.

The headline for my press release is: Children Eat Their Own Faces; Mom laughs out loud.

There is a recipe in the book called Eat Your Face Jelly Mold. You can make an exact clone of your face in jelly and serve it for the salad plate. That’s your Halloween party.

I sent out about 100 in this first press release. The phone started ringing! It started ringing at five in the morning.

Just send out your press release first and then when an editor or disc jockey calls you then offer to send them your bio sheet and question and answer sheet.

They think you’re very professional and that you’ve done it before and actually haven’t. You still have blurry eyes in your pajamas.

I started getting calls, especially from these morning zoo shows on the FM stations. They just thought it was funny. They let me talk about my products for five or ten minutes.

Give my 800 number and my website address and hang up the phone and verify and I received orders immediately.

The great thing about advertising is that it creates a lot of this marketing … word of mouth, which is the best kind you can get.

A great advantage of all this is that it is free. You don’t have to pay a penny. Of course, you want to continue advertising, so you have that double whammy, especially if you’re going to be on a radio show in Denver.

So, buy a little space ad in the Denver Post or something for a lot of people to see and say Hey, I heard this guy on the radio!

This is how it worked for me.

They would call and say, “Hey, aren’t you the guy with these exploding cakes or whatever? They called me because they had heard of me, and they had heard of me from my publicity.

Remember: if you are publishing a book on your own, maximize your investment by looking for publicity.

Write a press release with an eye-catching headline and send as many as you can.

If you land on a nationally syndicated radio show, your book could become an overnight hit as the show airs across the country.