Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition or advocacy page, use it to communicate the ‘pain or consequence’ that follows from ignoring your page. In other words, force your audience to consider the threat posed by inaction. Do this by identifying the victim, an imminent threat, and the projected outcome of your action’s success.
“Stop the dairy industry killing 500,000 healthy calves” (If I don’t take action, animals will suffer
“Save exported sheep from fully-conscious slaughter” (If I don’t want this to happen, I must act)
A similar principle can be applied to information-style pages, too:
“10 plant-based foods that pack more calcium than dairy” (If I don’t read this, I won’t be able to optimize my calcium intake)
“These live exporters think they’re above the law (they’re not)” (If I don’t read this, I will be as clueless as these live exporters)
“5 things the chicken meat industry is afraid to tell you” (If I don’t read this, I’ll be kept in the dark)
This little trick will also work with email subject lines—and for exactly the same reasons.
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