The most important part of any advertisement is the headline.

The headline is your first point of contact with the reader.

It's where they categorize you as something they want to pay attention to, or where they leave and never return to read your copy.

As you imagine, writing killer headlines is hard, and it requires deep and extensive research.

But I do have a simple framework you can follow to stay on the right path.

The 4 U's

The headline has to accomplish 2 things:

1. Grab the reader's attention.

2. Get the reader to read the next line.

That's it.

And you can make that easier by following the 4 U's:

1. Useful- There exists a clear or implied benefit in the headline.

2. Unique- The reader has likely never seen this before.

3. Ultra-Specific- The headline can be written about no other business, opportunity, etc.

4. Urgent- There is justification for taking action soon or at a deadline.

If you can nail all 4 of these, your headline will be cut above the rest.

You don't need to always have all 4, but I find that having something useful and unique is always going to be good.

To help you come up with Ideas, here are some questions you can ask to make the writing process easier.

1. How does this headline help my reader?

2. How does this headline differ from what they've seen before?

3. How does this headline prove the copy has specific details?

4. How does this headline encourage the reader to read on right now?

Now go out there and write some killer headlines.