○ Purpose of the headline? To get your customer to read the second line.
○ Be clear. Not Clever. Clarity trumps persuasion.
○ The best headlines get you to stop, jerk your attention, have greed, curiosity, and unexpected surprises in them
○ Write to the individual, just like you’d talk to one person. Don’t write to the masses.
○ If you had a gun to your head, and the trigger was pulled if your target customer didn’t clearly understand your headline, would you keep it?
○ It’s not about your product. It’s about your customer.