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    This Duck May Or May Not Teach You Something Important About Headlines

    I spend a lot of time figuring out how to grab it. Your attention I mean.

    We know this famous saying “8 out of 10 people read your headline…”

    The first sentence holds a lot of importance, and understandably, a lot of stress. I say this, because after doing a good amount of research… writing the body copy isn’t too complicated. But it pays to care for structuring the body copy.

    The purpose of your first sentence

    When I put down my first sentence, I remember the words of Joe Sugarman. “The purpose of your first sentence is to get the reader to the next sentence.” But, what’s the purpose of the second sentence? You guessed it. To get the reader to the next sentence.

    Ultimately, I do my best to get readers to slide down my copy. I’d spend hours editing. Making sure it’s easy on the eyes. And they effortlessly float from one word to another, one sentence to the other.

    Many ways to write it

    Reading sales letters, emails, and observing ad campaigns, I’ve noticed a few ways a headline is written.

    I’m sure there are many more ways I don’t know of yet. But here are the ones I do know of:

    1. Stating a clear fact
    2. Using testimonials
    3. Telling a story in the middle
    4. Stating your promise
    5. Expressing an ideal reality
    6. The two-word headline provokes curiosity

    How I practice writing headlines

    There isn’t any complicated trick. I’d pick a product I want to sell. Then I would write down 20 headlines for it. All handwritten in my notebook.

    There’s no reason for handwriting. I just prefer it. You can practice by typing away, I don’t believe there is any difference. The main focus is to write out as many headlines as you can. I stop at 20 because it only takes me 20 headlines, on average, to come up with the one I want to use.

    You can also try different points of view. What does an existing customer think of the product? What does someone who’s never bought it, think of the product? What does the manufacturer hope people think of the product?

    And lastly, introducing the middle of a story. If there’s a story relevant to the product, skip the intro and start in the middle. Use that as your headline.

    What it does is inspire your reader’s curiosity to the max.

    So, there you go. Some thoughts on headlines and how to practice. Good luck!

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    Some food for thought.

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