That certainly caught my attention because “Tremendous” Jones was the first motivational speaker I heard as a young man just starting out in the early years of my career.  I serendipitously had the opportunity to attend Jones’ sales seminar with a free ticket given to me by a boyhood friend who managed the local hotel where Jones was speaking.  The seminar promoter had given him a couple tickets for his friends.

All speakers have a “back table” where they sell books, and Jones was no different.  He boxed a number of great classics together in what he called the “battery pack”;  the idea being that reading these books would recharge your mental batteries.  Among them were James Allen’s As a Man Thinketh, Emerson’s essay on Self-Reliance, Russell Conwell’s Acres of Diamonds, Williard Beecher’s Beyond Success and Failure, and a couple others.  The boxed set was in limited supply that day, so I placed an order.  Imagine my surprise a week later when the seminar promoter and Jones showed up at my office to personally deliver the box.  We had an inspiring chat for 20 minutes.

I read every book.  I’ve read them several times over the years.  Each time there is something new.

That was the point of Mackay’s column.  He shares the biggest secret of a really life-changing book:  “If you have found a book that taught you a tremendous amount, you need to go back and read it three, five, seven and 10 years later, after you’ve had different experiences.  It is not enough to simply read a motivational self-help book.  You have to study it, underline it, highlight it and take notes.  Good books should never be permanently put away.”

I am frequently amazed when I go through older books and find underlines and notes in the margins.  They are like little gems that give new insights to the present, as well as relate thought patterns of the past. 

As Mackay says, “A good book can stretch your imagination and spark your creativity.  Books inspire, comfort, teach and entertain.”

I probably read 30 to 40 books a year, some simultaneously.  That’s in sharp contrast to the average person who reads just three books a year, according to statistics.  I read for all the reasons Mackay mentions. 

I must admit that the books in the Battery Pack have certainly influenced my life in a positive way.  I’m glad I discovered them in my early career. 

There are many, many others along the way that have had tremendous impact, too.  I just finished reading Edwene Gaines’ The Four Spiritual Laws of Prosperity – for the third time.  It’s on my list for another reading.  Perhaps it is because I heard her speak, and she autographed my copy.  When I read it, I hear her voice as if she is speaking only to me.  And I always hear her tell me something new.

Mackay admonishes us to “Read to expand your mind.  Read for fun.  Read because you are interested in something – and read to become more interesting.  You’ll never waste your time if you are reading.”

I couldn’t agree more.

Continue the blog and share what books have influenced you.  Which ones come to mind that you might pull off the shelf for another read?

–Ralph Yearick is CEO of Yearick-Millea, a full-service marketing agency specializing in business-to-business communications.  Contact him at ryearick@yearick-millea.com

There was a lot of controversy over the effectiveness of Erhard’s program.  EST was later replaced with The Forum, which still takes place today under different leadership.

Despite the controversy, I have a framed quote by Erhard on my desk, which I look at often.  Here it is:

“Excellence is thought to be a matter of skill, ability, knowledge or effort.  In fact, it is not.  Excellence in all cases is a matter of being excellent.  When you take an honest, uncomplicated look at those you know who possess the qualities of excellence, creativity, competence and achievement, clearly they are simply being excellent, being creative, being competent, being able.  It’s really as simple as that.”

Since we are in the creative business, I sometimes ponder whether creativity is an innate talent or learned.  Erhard would make the case that it is neither.  He would proffer that it is a choice.  I agree.  When someone says they have little creative flair, they are relinquishing their power to be creative.  Similarly, I have a relative who claims to have poor planning skills, yet is quite adept at analyzing every option and detail when it comes to purchasing electronic equipment. 

As Erhard suggests, take a look around at those whom you admire for their creativity, achievements or ability to get results, and you’ll observe that they are merely being.  Then take a look at your own life.  Whether you’re working on a major creative assignment for a client, or simply planning the details of your next vacation, how do you choose to be?

–Ralph Yearick is CEO of Yearick-Millea, a full-service marketing agency specializing in business-to-business communications.  Contact him at ryearick@yearick-millea.com

One way you can increase your clientele is to offer valuable content in the form of a e-newsletter or blog. While you may have some robust content, if you can’t get your audience to click on that email, read those blog posts, or take action on your ad, your work would be all for naught.

Today’s readers skim and often decide within a matter of seconds whether they are going to invest the time to delve into your content. That’s why it’s so critical to craft a great headline. Below are some tips from my LinkedIn network on how to write compelling headlines that will increase the chances that your next article, newsletter or blog post is read.

Learn from the masters

Clark Olver with the Eaton Marketing Group says that David Ogilvy’s advice on the subject of headlines is still solid. “His ability to connect with the target audience one-on-one was grounded in research, objectivity and a visceral understanding of what motivates people.”

Some resources that Olver recommends to learn more include:

• http://www.straightnorth.com/blog/david-ogilvy-on-how-to-write-headlines/
• http://blog.kissmetrics.com/david-ogilvy/
• http://www.bradleygauthier.com/blog/david-ogilvy-headline-copywriting

Cathy Goodwin, PhD recommends getting your hands on a copy of “Words That Sell” by Richard Bayan as well as a copy of Maria Veloso’s book on copywriting.

“There are lots of tips and standard, proven headlines,” she says.

Some other advice by Goodwin includes:

• Write 50 headlines for important projects—your best will come somewhere between 15 and 30, or later.
• Make sure your headline captures the emotion of your target market. You don’t have to go overboard but you should appeal to fear, frustration or some other negative emotion. Your prospect should feel, “They get it!”
• Skip the cutesy, self-conscious headlines. Tell it straight.
• Copywriters differ on effectiveness of long versus short headlines; you need to test for your market.

Avoid cliches

Avoid cliches or obvious euphemism’s—people want quality, not cutesy, according to Jesse Osmun.

“Keep the headline short and concise,” he says. “‘Taxes Go Up for Local School District,’ is a better headline than, ‘Taxes to Increase Dramatically for Residents of Whoville School District.’”

He adds to make sure to use action verbs—verbs that describe where the article is leading.

Be direct

Clever is nice but more important is being direct so that readers know what you are talking about and—online—so do search engines, notes Sharon Bailly of TWP Marketing & Technical Communications.

“The first three or four words should sum up the topic so avoid putting a number there,” she says.

For example, she says that “Get More Customers: 4 Ways to Increase Your Customer Appeal” is a better title than “4 Ways to Get More Customers.”

“Writers should think about how readers will search for their information and what question they want answered such as how can I get more customers?” she adds.

Grab a thesaurus

John Zadikian says to never start a header or the story with “It’s Official.”

“Summarize the gist of the story/first two paragraphs with eye-catching copy, and keep your online/hard copy thesaurus handy to punch up your words,” he says. “In today’s too-fast society, boring copy is unread copy.”

Use metaphors

Use the vivid imagery and attention grabbing power of metaphors, says Anne Miller, sales specialist and author of “Metaphorically Selling.”  For example, she says that a negative article on Apple some time ago in the media used the hyeadline: “Apple—Rotten At the Core?”

“Tie the headline to the industry—autos: Out of Gas, Hitting on All Cylinders; oil—Down to the Last Drop, XYZ Hits a Gusher; entertainment—Lights Out for XYZ Media Company, SRO at XYZ,” she says.

Offer practical advice

People like practical advice, says Kay Paumier with Communications Plus, such as “Seven Ways to Lose Weight Now.”

“They like ‘tricks of the trade,’” she says. “Sometimes focusing on the opposite of the desired result works—’How to Assure No One Reads Your Headline.’ They also like the word ‘secrets,’ even though everyone knows it isn’t a secret.”

Incorporate keywords

While Sarah Skerik, vice president of social media at PR Newswire, believes that writing that perfect headline (or email subject line) is an important factor in getting exposure for your message, she stresses that there are other factors to consider as well.

“Incorporating the right keywords can help boost the visibility of your message – and related web pages – in search engines,” she says. “A short, sweet, compelling headline can inspire social sharing – which delivers another layer of visibility for your message.”

She recommends the following tips:

• Incorporate your most important keyword within the first 65 characters of the headline – search engines only index 65 characters.
• Write in active voice
• Using a subhead is a great way to offer additional detail to your short, punchy headline
• Don’t be coy. Tell your readers what the story/blog post/email is about

You can read more of her tips here.

William Dobbs of Collective Cloud Consulting in Tucson, AZ agrees that keywords are a crucial element.

“With all on-line marketing do consider choosing and using keywords used by your clients, prospects, competitors or contractors,” Dobbs says. “Your keywords will often point the way toward new marketing ideas and techniques. Also, it will point toward where your clients’ product knowledge is lacking or needs to be enhanced to meet a previous clients’ newer needs. This will allow you to determine what marketing tactics could be the best.”

Be vague and interesting

For Hernan Charry (website coming soon—www.bizideaguy.com), being creative, witty, or direct gets great results. However, the problem with each of these is that many people will decide, based on the headline, that the information contained within is not for them.

“The solution is V&I—vague and interesting,” he says. “Of course, being interesting depends on your audience.”

Some examples he offers:

• How LinkedIn Power Users Close Sales Without Ever Leaving Their Laptop
• The Copywriting Tip That Will Change The Way You Read Headlines
• 5 Reasons To Never Use Your Job Title Again

“When you read these headlines, what questions did you ask yourself? o you see, the point is not to be completely vague here,” he says. “The point is to be vague enough that people ask themselves the question you’d like them to ask. If you can get them asking a question of themselves, they’ll open the email or read the article to find the answer.”

Then he adds, “It probably goes without saying, make sure your content delivers the answer or you will appear to be a charlatan!”

Assess the strength of your headline

Finally, Laurie Lynard recommends using the Advanced Marketing Institute’s website when creating a headline.

“It assesses and scores its emotional appeal,” she says. “It’s really kind of fun to challenge yourself to get a higher score by changing words in your headlines.”

Give it a try yourself!

Daniel Casciato is a full-time freelance copywriter and journalist. In addition to ghostwriting, he writes health, legal, real estate, and technology-related articles for trade magazines and online publications. For more information, visit www.danielcasciato.com.