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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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