I first heard the term GOAT from old time info-marketer Jerry Buchanan.
Jerry first got famous for selling a little booklet on how to remove gophers from your backyard. He then went on and published the very successful, “Towers Club USA Newsletter: The original source for insider news for mail order merchants.”
Folks like Gary Halbert, Dan Kennedy, Bill Myers and many others subscribed to this newsletter. I’m grateful I was lucky enough to track down a few years worth of back issues from the early 90s to study. Anyway, there is a lesson right there… but that’s not what I wanna talk about here so back to the old GOAT.
Here’s what Jerry said:
“Choose your title well and your book is bound to sell.” (It’s the same thing with headlines.)
So anyway, if you want to make more money with your promotions, especially if you’re selling books or courses, then listen up. This is special. Okay, here’s what GOAT stands for.
G = Grabber
O = Of
A = A
T = Title
Grabber Of A Title
This is where the old ‘sales thinking’ comes into play. And this is what separates the average copywriter from the genius; the ability to come up with titles so mesmerising the book almost sells itself.
Jerry tells the story of one of his subscribers who got the idea to write a report on how to buy low and sell high by attending U.S. Government vehicle auctions. His report told folks how the D.E.A confiscated planes, boats and cars from drug dealers and sells them to the highest bidder.
This was a great topic for the “get-rich-quick-market’ but it was the title that made this guy rich.
Have a think about it for awhile.
What title would you come up with? Here’s the GOAT that made him rich:
“How to Get Rich From Marijuana
and Cocaine Smuggling (Legally)!”
What do you think?
So think long and hard when choosing titles. Find the hook. Find that special something that grabs attention.
Years ago a client came to me with a book she had called: “101 Make Up Tips.” Boring! I changed it to, “Secret Confessions of a Celebrity Make Up Artist.” Much better. I’m sure you can think of many classic titles such as…
- Lazy Man’s Way To Riches
- The 4 Hour Work Week
- And on it goes.
So the lesson is if you wanna get attention, if you want to make more money faster than you ever thought possible, just think GOAT and take it from there okay?
Love to see your comments.
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Pete Godfrey, The Wizard of Words, from rebel without a clue to one of the most in demand and highest paid Copywriters and Sales Strategists in Australasia… all with the power of his emotionally charged words that sell… Discover the “Secret Weapon” to increasing your Sales and Profits by downloading the valuable report "The Ultimate Copywriting and Marketing Secret" While you're at it, follow Pete on Facebook