Cake and a diet

Cake+Diet

Like to know how to write copy — in any media — that makes people WANT to read your words? Look to the masters. Writers who create magazine covers. We call it the “cake and a diet” effect. People want easy answers, do’s and don’ts, where to find love, the latest hot trend. So they pick up the pubs that promise the goods.

Cake and a diet writing often includes some of the 13 words many direct mail pros consider the most powerful. So browse the magazines and tabloids while you’re waiting to check out at your local supermarket. See how many power words you can find. Then try them in your own print and web ads, direct mail, and social media.

You

Save

Money

Results

Guarantee

Love

New

Easy

Safe

Discover

Health

Proven

Free

Oh, and don’t forget to count how many covers include both the word “diet” and a photo of cake!