THE 4 U'S OF EYE-POPPING HEADLINES

Summary from the TLDR Marketing newsletter

8 out of 10 people will read your headline, but only 2 out of 10 people will read the rest of your copy. To write better headlines, you have to incorporate at least one of the 4 U’s: unique, ultra-specific, urgent, and useful. Using analogies, surprising words, or sexy sentence structure can make your headline unique. Conveying an immediate benefit or highlighting the cost of not taking action creates urgency. More tips are available in the article.