Your headline “block” has one main job:
Get your prospect’s attention.
To that end, here are the three pieces of your headline:
- The pre-headline, which sits at the very top of your sales letter. This is often used to get attention by speaking directly to your prospect, perhaps even “by name.”
Example: “Attention NBA Fans…”
- The primary headline. Since this is your main headline, it’s usually in bigger, bold font. This is where you put forth your main benefit or make a big promise.
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