If your company is positioned as the innovator, don’t shout that you’re an innovator. Instead, show the reader the innovations — perhaps a new steam valve or a faster way to get passengers on board their flights.
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the second most important rule is to build your case with evidence, specific factual material
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If you led with a benefit, your body copy must articulate the value of the benefit to the customer by clearly explaining what it does for the reader.
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turning a piece of information into a compelling headline: benefits, offers, and news.
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To write an effective “question” headline, be sure to promise a reward of meaningful news by hinting at the importance of your information and by implying that readers will find answers in subsequent copy — if they read on. For example: Are you prepared for the 3 most important changes in this year’s tax regulations?
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You,” in fact, is a great word to use in an exclusive appeal, because it speaks to the most important people in your readers’ universe: them.
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What does this do for my customers?”
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: A verb plus a desirable quality or thing that a customer might want equals a benefit headline.
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For any given feature, ask, “What does this do for my customer?”