Top Highlights

• Direct headlines state the selling proposition directly, with no wordplay, hidden meanings, or puns.
• Whenever I’m stuck for a headline, I type “How to” on the page, and what follows those words is always a decent, hardworking headline: good enough to use until something better comes along.
• To be effective, the question headline must ask a question that the reader can empathize with or would like to see answered.
• Command headlines generate sales by telling your prospects what to do.
• on the single strongest benefit you can offer the reader.