This is about headlines, particularly headlines for materials that sell health supplements, but there are lessons here for every headline writer. The headlines I’m going to quote come from Mike Pavlish, a successful copywriter who claims that they made him “$4 million in royalties.”

Mike correctly says that headlines are critical. He alludes to John Caples, a famous dead copywriter, who claimed that headlines “can pull 19 times more response than another headline with no other change in the copywriting or offer.”

“Without a great headline,” Mike says, “you are like the person who brings a knife to a gunfight – defeated before you even start.”

That said, let’s take a look at 10 of Mike’s headlines that performed very well…