I was sitting in my chair minding my own business writing an email when my brother hits me with an absolute BANGER headline:

Usually I just ignore my brother when I’m working…

But shlt this one was way too good to just glaze over as another wacky thing that came out of my brother.

If you’re wondering, he was basically trolling someone in P.E. class.

That doesn’t really matter - what matters is he got my attention. 

He got me to say “WHAT?” 

And this doesn’t exactly work for every product or market (at least not like the way my brother did) but for most people, if you get their attention like this and you actually have a good reason why you said what you said… you can convert them.

Or at least get them to read your sales pitch for longer than usual.

So next time you write a headline, try to…

- get people to say “WHAT?” (yes all caps)

- make them think there’s a story attached to it

- get people to read/lean in for the next line

Do those three things (mainly the third one) and you’ll be good.

Peace

John

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