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And the top copywriters agree that the best way to improve your copy is paying close attention to headlines and titles. The job of any headline or title is to induce the reader to keep reading. If the headline doesn't grab'em, they'll never get to the message itself.

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1) Who your AUDIENCE is
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3) What BENEFIT(s) they'll get from your product or service

Once you're clear about those things, you've got the ingredients you need to craft a client-capturing headline or title. Here are 3 simple tips to make that easy for you to get started.

Tip #1: Talk benefits, not features

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Tip #2: Create a mental picture for the reader

When you read the famous (and much copied) headline by John Caples: "They Laughed When I Sat Down at The Piano - but When I Started to Play. . .," you get a very clear picture in your mind, right? Kinda makes you want to be the person in that picture, amazing everyone with your new virtuoso skills.

Tip #3: Long and clear is better than short and clever

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