THE 4 U’S FORMULA FOR WRITING EFFECTIVE HEADLINES When prospects see your ad, they make a quick decision, usually in a couple of seconds, to read it or turn the page, based largely on the subject line. But given the flood of commercial messages today, how can you convince a busy prospect—in just a few words—that your ad is worthy of attention? The “4 U’s” copywriting formula—which stands for urgent, unique, ultra-specific, and useful—can help.
