This very well may be the best headline online at the moment. It goes well beyond describing the service. An amateur would write a descriptive headline like “Get a Trunk of Designer Clothes Delivered Directly to Your Doorstep.” A better copywriter would write something like “Get a Trunk of Clothes That Will Make You Look Great.” This headline goes so much further. Instead of just describing the service or conveying a simple benefit, it digs down to the core of what men want from a service like this. It connects on an emotional level by appealing to their vanity. It doesn’t merely describe what the service does or how it works; it communicates what every man wants which is to be the best-dressed guy in the room. Your goal should be to write a headline like this that goes beyond a simple description or a surface-level benefit. You want to figure out what customers really want to get out of using your product and communicate that in your headline. In a lot of ways, Trunk Club’s headline is the standard you should be striving for. Bringing It All Together In this chapter we talked about the importance of effective headline writing and how to write headlines that grab your customers attention and convert them in customers. We covered:
You may want to identify certain types of equipment by vendor name and brand or category (., ultracentrifuge vs. prep centrifuge), particularly if they are not commonly found in most labs. It is appropriate to report, parenthetically, the source (vendor) and catalog number for reagents used, ., " ....poly-L-lysine (Sigma #1309) ." When using a method described in another published source, you can save time and words by providing the relevant citation to the source. Always make sure to describe any modifications you have made of a standard or published method.