Tip Example Research the product (for an ad), and make it explicit in the headline “Hair be gone: Smooth skin in 7 days!” “Tire tough: Glue to stopgap any hole or puncture” Know your audience and direct the headline to them “Daily exercises for seniors with hip problems” “10 ways to stay calm when your toddler has a meltdown” Follow the four “U’s:” unique, ultra-specific, useful, urgent “How to empty your home of clutter — and establish new habits — in just 1 month” Use simple, strong language that incites action “Make way for great skin: Get the secret now!” Use concise, clear language Clear: “Cooking can be fun with the Evanopro skillet by your side!” Unclear: “Cooking can be easier” Draw on your reader’s emotions “Give yourself the body you’ve always wanted” “Know yourself, be yourself, love yourself” Tell a story to pique the reader’s interest “How I went up a mountain a friend and came down a wife” Ask a funny or quirky question “Who left the toilet seat up again?” Use sensory words “How to make your eye colour pop!” Capitalize first words and proper nouns “When your friends are going to Europe, and you are going to Idaho: Tips for making the most out of hard situations” Use plain text font Examples of good fonts: Times New Roman, Arial, Verdana Examples of bad fonts: Lobster, Impact, Pacifico