[originaltext] If you want to build a successful business then you need to a

If you want to build a successful business then you need to advertise. Some people say that advertising is dead or doesn’t work, which is completely ridiculous.
    (20) Advertising is and has always been a proven way to generate leads and sales. It’s a crucial component to marketing and getting more customers if you do it right from the start. It’s like anything you do in life, you need to at least learn what the heck you are doing before you can do it effectively. There are various types of advertising.
    As a direct response copywriter I specialize in writing and creating ad campaigns that get people responding. I have seen throughout my career how many businesses fail with their advertising and what they are doing wrong. I have also seen how advertising can make you a massive profit if you do it right.
    As I heard from Frank Kern once, "The fastest way to wealth is to turn paid advertising into profit. "
    (21) If you are advertising and you’ve never gotten the results you want from your advertising campaigns, then it’s because something in your strategy is flawed. There are numerous reasons why an ad campaign can end up flopping. Not advertising your offer to the right target audience. Poor ad placement. Poor sales copy.
    And one of the biggest reasons why your response rates are poor—a crappy headline. Your headline has the power to massively increase response rates to your advertising.
    One of the biggest mistakes businesses make when advertising their product or service is not making the most of their headline. Quite often you’ll see a headline that is simply advertising the name of the business. No one is going to respond to that.
    It’s also important to note that context and the advertising medium play a role in the kind of headline you write and how effective it is. (22) The headline is your opportunity to make a great first impression to your prospect and is the first chance you have for selling.
    Questions 20 to 22 are based on the recording you have just heard.
    20. What is the speaker’s attitude towards advertising?  
    21. What is the possible reason why we advertise but get no results?
    22. What does the speaker say about the headline?