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Headlines aren't written. Headlines are designed.
To design is to understand the customer, craft using the best practices, and then test.
Voice of customer research:
Desire: Increase leads
Objections: "Is this going to affect my SEO?" / "Is this going to affect the UX?"
Best Practices:
Be specific: Increase leads by 30% (This is where you dig into the real data to figure out that percentage)
Headline crafted! What's next? Test!
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