He also says the human mind is limited, hates confusion and loses focus easily. Which means it's more important than ever to make your point and make tracks. That's the job of a great headline. If you haven't done some selling in your headline, you have wasted 80 percent of your client's money. One writer for a brand of binoculars could have focused on the product's impressive magnification numbers, a feature few people would understand.
Benefits give readers solutions to problems.
They satisfy a need. And, although benefits can stand on their own, you can fortify them with testimonials, study results and comparisons. When simpleness and duty tender it. For whatever reason, most of us like to show off when we write. Use short sentences and paragraphs.