The "So What?" principle.
About writing good headlines.
This princip will tell you whether you have written a good headline or a great stick of a bodycopy, and also vice versa.
Example of "So What?" in action: If you produce a headline that says something like: "Our tool works twise as fast as any other tool," and then you ask yourself, "So What?" , Because there is no obvious benefit to the potential cutomer. His unspoken question: "Whats it for me remains unanswered.
On the other hand, if you write: "Our tool works twise as fast as any other tool, so you do the job in half the time." Then the "So What? have been answered. Your customers can cut his production time with 50%.
Likevise, where you to write: "Our tool is so small, it fits into the palm of your hand". You simply invoke, "So What?" Which result in: "Out tool fits into the palm of your hand, so it goes wherever you go." In this chase, the benefits is portability.
O. J. Vik