A good way to make sure your headlines always offer a compelling reward is to use the 4-U approach. This is a copywriting approach taught by AWAI. Your headlines must: 1. Be USEFUL to the reader, 2. Provide him with a sense of URGENCY, 3. Convey the idea that the main benefit is somehow UNIQUE; and 4. Do all of the above in an ULTRA- SPECIFIC way.
Brian Clark: From: The Art of Writing Great Twitter Headlines
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