Not delivering the value in your first line of writing….
….is the biggest mistake that most people make when they start writing.
Every copywriting course should start with this lesson.
Nothing works better as a hook than giving all the value upfront in the headlines.
I tried analyzing the headlines of Times Of India and Indian Express a few years ago.
TOI delivers the news in headlines itself. Making it scannable.
Indian Express mostly tries to create mystery.
Result? TOI is the largest selling newspaper in India.
Making the titles makes TOI a turning newspaper, giving more eyeballs to the advertisers, making sure the ads deliver result, in return bringing more advertising money to TOI.
This also goes to show TOI’s obsession with distribution and marketing first approach.