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The first thing you need to know is the #1 rule for headline writing: The primary purpose of the headline is to get the first sentence read.
If you hang around copywriting circles long enough, you’re sure to read this rule at one point or another because most copywriter’s view getting potential customers to continue reading as the number rule of headline writing.
In addition to being unique, your headline should be ultra-specific.
If yours is just like everyone else’s, then your company won’t stand out.
If you talk to enough copywriters, you’ll eventually hear that headlines are critical for your copy’s success.
David Ogilvy summarizes this quite well in the quote above.
Your customers won’t have any reason to think you’re different than your competitors, which means they won’t have any reason to buy from you than from someone else.
Today’s consumers are more savvy than customers of the past. To write headlines like this you have to be willing to take risks, but the benefit of doing something unique that stands out means you won’t be placed in the same bucket as your competition.They could read the headline, not know they’re the ideal customer, and then move on.