The title you choose for your tips booklet can be the difference between a product that sells well and one that doesn't. In every powerful title or headline is a "hidden code" that is actually a generic formula to get attention and create desire in the buyers mind. This is part of the formula commonly used in advertising. A - Attention I - Interest D - Desire A - Action Example: The book "How to Win Friends and Influence People" by Dale Carnegie first published in 1936 has sold over 10 milli.