Your USP should be a pithy little, maximum 2 sentence paragraph (preferably one sentence). What is it that makes you different? What are you offering the reader? Even if you go off on a list of 25 things that make you different, there’s probably an easier way to describe it. The way I think about it is that you’re in that mythical bar where the guy says that he has that problem that you have the solution to you don’t want to be in the position where you have to grab them by the lapel and hold him up against the wall to be able to get your whole point across to them. You have to be able to get it across really fast.
The best headlines are, pretty much based on the USP. And then you kind of off to the races, because the USP is kind of edgy, or if it’s totally contrarian, or if he’s little education, or if you need to go off and explain a little more, then that would dictate what you’re going to do.
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