When I first started marketing 15 years ago, I used to think a really clever and obscure headline gets the most attention.

But I soon learnt that unless you're a brilliant headline writer or a professional comedian, which most of us are not, stick to the following 3 step plan with all of your marketing materials, brochures, blogs, articles etc.

1. Make your offer really obvious

2. Tell the reader how you solve their problem

3. Show them what you want them to do next. (Subscribe to your newsletter, download your FREE report etc.)

Don't try to be overly clever with your marketing.