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The purpose of a headline is to get people to start reading. That’s it. Your headline (or subject line in email) is crucial.
I recently read a good post on Michel Fortin’s blog about headlines and his 3 X 3 Rule:
The best headlines are those that start a story, make a shocking statement, tease a bit, offer a benefit or prepare the reader for what’s to come.
That is, your headline should cater to:
- The three greatest human goals: to make or save time, effort or money
- The three greatest human desires: lust, greed or comfort
- The three greatest human teasers: curiosity, scarcity or controversy
How simple and clear is that? When you think about it, in a marketing perspective, you are trying to save people time, effort or money. So you appeal to their lust, greed or comfort…
Oh, that’s interesting because I just recognize that I usually only appeal to their comfort – something
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