a Vacation Every Day Without Ever Leaving Your Home!   "Imagine Being on Vacation 365 Days a Year with Your Own Fly Away Virtual Vacation Spa"   Comment: Who wouldnt want to have a life of luxury and fun in their own home? This headline provides a strong benefit and psychologically combats the competition (RVs, travel agencies, or Disneyland).   Headline and Sub-headline # 4:   Warning: Dont Call Any Pool Business Until You Read This!   "Local Pool Company Reveals the Hidden Truth to Making the Right Pool Decision"   Comment: This headline usually stops people right in their tracks. It is a powerful headline that almost forces your reader to look at your ad. This headline would support an editorial style Yellow Pages ad. People almost always read editorial matter over advertising (by a six-to-one margin). They also tend to believe editorial much more than advertising.   Headline and Sub-headline # 5:   "With 15 Years of Custom Pool Design and Construction Experience and 1,000s of Happy Customers   You Can Be Assured that You Will Get Exactly What You Ask For (and a whole lot moreits our promise!)"   Comment: This headline calls out your extensive experience in providing high quality services and that you have a high rate of customer satisfaction. Providing guarantees in your headlines is also a good strategy. If your guarantee is strong and you are proud of it, why not use it in your opening headline? Customers will perceive it to be a unique advantage over your competitors.   These are just a few sample headlines that are benefit-laden and call out for your customers attention. Again, the most common mistake that small businesses make is to slap their company name in the headlines and think that it is going to persuade someone to call them. Here is an example of an editorial style Yellow Pages ad for a pool builder:       "Warning: Dont Call Any Pool