The First Ad Copy Weapon of Choice - The Headline - 8
Show that your main benefit is UNIQUE
In the mind of someone reading your headline, they will want to be shown that what it is you have to offer is unique. The obvious reason is why should they even spend time reading about it if it isn't?
What's great about this is that it does help you to understand and remember why it was you created the product or service in the first place.
What is the main reason you created it? What was it in the market that was lacking and made you want to respond to it? The answer to those questions need to be conveyed to the reader.
Don't assume that it has to be a huge difference to be written about. Maybe it was something you added to existing products or services that other have, that make function better or do something more than the originals. The point is to make sure you put that difference in the minds of your readers. People don't have an interest in another of a hundred similar things.
Time is valuable to everyone, and the way you get someone's time is through differentiation. The way you differentiate in a headline is to let the reader know that there is something unique they will get by continuing to read. Sometimes it can be simply changing one word that lets them know that they will not be reading the same old thing.
So when you see other headlines your competitors are writing, look to do something a little different that makes you stand out. You must show that the main benefit of your offering is unique in the minds of those reading your headline. That will definitely grab their attention.
Other Headline Sources:
Writing Great Titles and Headlines
Writing Headlines That Beg to be Read
Effective and Attention-Getting Headlines and Titles
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