| Mothers of newborn babies are used to being | | | | parallels. As your book is born in your heart and |
| asked, "What's your baby's name?" As innocent | | | | makes its way out of your womb, and you finally |
| as it may sound, the deeper question behind the | | | | announce to the world that it is here, how will the |
| question is: "Did you give any thought to your | | | | name you give it affect how it is received by |
| child's name, or did you just pick something out of | | | | total strangers? Will they eagerly embrace it, or |
| thin air?" I submit to you, that there are millions of | | | | will they be "like a calf staring at a new gate?" |
| babies around the world who will grow up with | | | | Every advertising guru I've studied talks about the |
| names that people won't understand, with no | | | | importance of a good headline. Claude Hopkins |
| meaning at all, names they themselves don't like. | | | | states: The purpose of the headline is to pick out |
| Many of them will eventually apply for and legally | | | | people you can interest. You wish to talk to |
| change their name. | | | | someone in a crowd. So the first thing you say is, |
| Think of your book as your "baby." This is not to | | | | 'Hey there, Bill Jones,' to get the right person's |
| belittle the birthing process, because after almost | | | | attention ... What you have will interest certain |
| losing both my wife and daughter during childbirth | | | | people only, and for certain reasons. You care |
| on November 26, 1983, I believe that nothing can | | | | only for those people. Then create a headline that |
| really compare to it. However, there are some | | | | will hail those people only. |