Todd Brown: The Difference One Little Letter Can Make

Last Update: November 27, 2017

I just wanted to pass this along. I received a marketing email from Todd Brown (http://marketingfunnelautomati...) and it contained a bit of marketing genius I just couldn't keep to myself...

Note: I wrote this almost 3 years ago. But it's still something I use every day in my marketing campaigns. It's a quick read...

"Pluralizing The Verb In Your Marketing Funnel"

It’s amazing how one additional letter in your headline can impact conversions.

Let me give you one example of how one letter… accidentally put into a headline… bumped response by about 300%.

Years ago, there was an advertisement selling cassette tapes.

The headline of the ad read, “Put Music In Your Life”.

When the ad was run again, an extra letter was accidentally put into the headline.

The extra letter was an ‘S’, making the headline...

“Puts Music In Your Life”.

And that one change nearly tripled response.


Because the original headline, “Put Music In Your Life” promises a benefit based on an action the prospect needs to take. The prospect needs to “put” something or do something to have music in their life.

With the addition of the letter ‘S’, and changing the word to “Puts”, the headline then conveyed the idea that the work is done for the prospect and the benefit is delivered to the prospect by the product.

And, anytime in your marketing you can show prospects how the work in achieving the desirable outcome is done for them, or how the product delivers the benefits without requiring much effort on the prospect’s part, your response rates will almost always increase.

Here’s how to use this in your own marketing. It's super simple.

Take the main verb in your big promise or big benefit statement and simply make it plural.

For instance, if your big benefit is, “Strip 12 Pounds Of Fat In 12 Days”… simply change it to, “Strips 12 Pounds Of Fat In 12 Days”, or “Removes 12 Pounds Of Fat In 12 Days”, or “Melts 12 Pounds Of Fat In 12 Days”.

Easy, right?

Again, the whole premise behind why this is such a powerful response booster in your marketing is because it makes the prospect feel as if the work is being done for them by the product, service, system, etc.

Like I said. Genius!

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Donro Premium
Excellent idea.

Thanks for sharing.
ContentBySue Premium
Excellent advice! I'm going to put this into action on my next blog post for my website. Thank you for sharing this!
WindyCityUSA Premium
Pretty awesome stuff, thank you for sharing.
MKearns Premium
I use that letter proficiently. My S is half worn away!
DEversley Premium
How interesting. Thanks for sharing.