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Outrageous headlines that shock

One of my favorite headline tactics is to connote something shocking, weird, confusing, odd, outrageous, or interesting. And then to explain it further in the copy.

You start with something that might seem unbelievable but doesn't tell the full story, which forces the reader into the copy to know more.

Let's say you sell a weightloss program. Your copy hinges on the idea that strict diets are bad. They slow down a dieter's metabolism and can even cause health problems.

The headline could say something like, “Fact! Most ‘healthy' diets are cold-blooded killers.” (The point is that strict diets “kill” your metabolism so to speak, but it's enough to pique the target reader's curiosity and pull then into your copy.)

Michel Fortin

Chief Experience Officer at Supportibles, Inc.
A copywriter and consultant for close to 30 years, Michel was instrumental in selling millions worth of products and services. His most notable success is a salesletter that sold over a million dollars online on launch day. Today, Michel is a best-selling author, in-demand public speaker, and highly sought-after marketing consultant. Get his free report, "The 10 Commandments of Power Positioning," at

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