Goal
Write headlines that push the wrong reader away in 2 or 3 words and make the right one need to read.
Why it matters
The on your page or image ad decides if anyone reads the rest. It has two jobs: push the wrong people away fast, and make the right person need the next line. Most local headlines do neither. They say what the business does, to everyone. This lesson covers headlines on pages and image ads. For the first 3 seconds of a video, take Hooks: win the first 3 seconds.
In the full lesson
- Step 1 · Give it two jobs
- Step 2 · Promise a lesson, not a claim
- Step 3 · Pick a pattern from the bank
- Step 4 · Skip the worn-out patterns
- Step 5 · Keep it short, then test it
This lesson is in The Ultemir Playbook.
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