Remember, every element of compelling copy has just one purpose — to get the next sentence read.
And then the sentence after that, and so on, all the way down to your call to action.
When it comes time to write a headline, try one of these first. One of the first techniques you should always explore is transforming your major benefit into a headline.
At the very least, this can give you a creative jumping off point to write a headline that works. After all, your number one selling point should be up front.
The direct headline should be used far more often than it is. It stands the best chance of selecting the right audience and preparing them to respond.
Without a compelling promise that turns a browser into a reader, the rest of your words may as well not even exist.
They’re a great way to position something you’ve recently done (e.g.
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Google said it wouldn’t do something, and they did it anyway.
Of course, Bing is not immune to having its own search records seized, but there’s no mention of that.
By following the “formula” of these headlines, you can give yourself an edge when you are serious about persuading someone to read and respond to your copy.