We all have it.
If our brain thinks it can anticipate the words that are coming up next, it starts to skip things.
Then it gets bored.
And then you "x" out.
So how do you write in such a way that you keep the brains of your potential clients and customers fully engaged?
Are you ready?
I'm about to blow your mind.
The next time you go to update a sales page, rather than focus on getting that headline juuuuuuuuust right...
I encourage you to switch gears.
And to try writing your headline last.
That's right. Try to write everything that you want to write first about your product or service, and then you go back to the beginning. That's when you write your headline, once you know what it is that you are trying to summarize.
I would encourage you to write your body copy first. Those are the main paragraphs, the big chunks of explainer copy.
Then go back through, read all of that copy, and try to decide what it is that you are trying to sell. Summarize it with your headline. And boom.
Note that your first headline will rarely if ever be the headline that you actually use. So, don't get frustrated if things don't feel like they're coming together right away.
There's nothing wrong with taking time to figure out a headline that actually works for your copy. But it's a lot easier when you already have the rest of your page written.
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