Free Book
Up Close From The Start
The Book No One Wants To Share
See why great headlines work, and how to write them. Free.
Connect to tomorrow’s customer in 2 seconds. With a ton of examples that show what works, and why.
Seven Core Principles Inside
Write to tomorrow's customers like you've known them forever.
- 01
Urgency and Novelty
A headline that could have run last year is a headline nobody needs to read today. We show you how to write for right now, so the reader feels like they'd be behind if they skipped it.
- 02
Negative Present and Positive Future
Name where the prospect actually is, then show the shortest credible path to somewhere better. Every headline that works is doing some version of this.
- 03
Aspiration
People buy the version of themselves your product makes possible, not the feature list. We show you how to write to that identity, not the spec sheet.
- 04
Assertion
Hedged headlines get skimmed past. A flat, confident claim earns a second look, even from a skeptical B2B buyer, especially from one.
- 05
Break Reality
The best headlines interrupt an assumption the reader didn't know they were making. We show you how to find the assumption worth breaking, in your category.
- 06
Do the Work
Don't leave the reader to connect your capability to their problem. Do that thinking for them, so saying yes feels obvious instead of effortful.
- 07
Subtext Persuasion
What a headline implies works harder than what it states outright. We show you how to load a sentence with meaning the reader arrives at themselves.
Questions
Before you download.
What is this guide, exactly?+
A short, dense breakdown of the seven principles behind headlines that actually get read, with real examples pulled apart line by line so you can see the mechanism, not just the result.
Does this work for B2B, or just consumer headlines?+
It's written for B2B. Consumer headline advice assumes an impulsive reader with money in hand. B2B readers are skeptical, distracted, and rarely the final buyer, so the principles here are built for that harder room.
Who should read this?+
Founders, marketers, and anyone who writes their own copy and is tired of headlines that get skimmed past. If you've ever stared at a blank subject line, this is for you.
How is this different from general headline advice?+
Most headline advice is a list of formulas to plug words into. This is the thinking underneath the formulas, why certain structures create urgency, belief, or identity pull, so you can write new ones instead of recycling old templates.
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