Why the big change in sales because of this headline? Two big reasons: The two new headlines were about them (the reader), not about me. The last headline created curiosity in a unique way for each person who saw it (each person has their own idea of what an “unfair advantage” would be for them in their lives). The big lesson here: make the headline about them and use proven templates or “scripts” to shortcut the process when creating headlines (or any other pieces of sales copy).
