Great copywriters create great headlines using the 4 Us:
When I explain these Us to writers, the first three are self-explanatory. It’s the urgent slant that I usually get asked for clarification. Here’s how I explain it.
Urgent can be described in two ways:
- You need to order this today–it is deadline driven, scarcity driven. “Get Your Free e-Book Before Price Jumps Tonight at Midnight.” “This Deal Ends October 31.” “Only Two Seats Left.”
- The other way is to say if you don’t fix x now, then y will happen. For example, “Read This Before You Buy Your Next Property.” “Tax Laws Change on Jan. 31–Are You Ready?” “14 Mistakes That Even Season Property Investors Make.”
Great headlines use three or four of those elements. The headline for this post uses all four. Can you see how? Show me in the comments.
Image credit: Fast