by Thomas Hawk You can write the most persuasive, selling copy ever...but if your prospect doesn't make it past the headline, you've wasted your time. Capture your reader's attention and move him or her into your copy by using at least one, if not more, of these five headline writing ingredients: 1) Appeal to the prospect - Use words such as "you," "your" or words that imply you are speaking directly to the reader. "You Can Look Younger in 10 Days," or "See Your Wrinkles Disappear in 10 Days." The use of you or your, or an implied use of "you" gives a personal tone to the headline. The reader feels as though you are speaking directly to him or her. 2) Mention the benefits - People buy products or services for their benefits. The prospect's primary concern is, "What's in it for me?" Mention at least one benefit in your headlines. Try to emphasize the primary benefit. "Lose Weight and Look Great in 14 D...
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