Catchy but vague headlines are a sign that you’re asking your prospect to think for you.
If you find yourself writing a headline
That requires your reader to read the words below it
To figure out what your headline means
Really means that your prospect
Will skip whatever is below
Your Vague Headline
Try taking that very first line of copy
That’s currently below your headline
And make THAT your headline.
If it feels flat
Or not all that interesting
Keep thinking 🙂
P.S. Here’s the crazy part: The email you just read has one of the dullest headlines imaginable – “Instead.” But you made it to the end, no? The reason for that might be that if you keep your emails or website page about 1 complete thought, you might not need a headline at all.