Get Up Close
From The Start

See why great headlines work, and how to write them. Free.

Connect to tomorrow’s customer in 2 seconds. With a ton of examples that show what works, and why. 

Free, and everything stays between us.

“Up Close From The Start: Write to Tomorrow’s Customers Like You’ve Known Them Forever” is a guide for effective headline writing to engage potential customers. 

It outlines seven principles to help writers create compelling and attention-grabbing headlines:

  1. Urgency and Novelty: Capture attention instantly by addressing urgent or novel aspects.
  2. Negative Present and Positive Future: Highlight the current problem and a desirable future.
  3. Aspiration: Inspire readers by painting a better future.
  4. Assertion: Be clear and assertive to help readers feel secure.
  5. Break Reality: Challenge readers’ perceptions to engage them.
  6. Do the Work: Simplify the message, making it easy for readers.
  7. Subtext Persuasion: Use subtext to let readers create their own stories.

The guide also includes examples and practical advice for applying these principles in various contexts.

Get tiny stories about winning new customers.

Learn to connect with tomorrow’s customers in about 5 minutes a week.