Quick tips

• Hunt the specifics. Numbers, amounts and outcomes usually beat adjectives.
• Who is it about?. Hooks about the reader (you) beat hooks about the brand (we).
• Kill the objection. Answering the fear (contract, price, time) often wins over a nicer slogan.
• First second counts. In video, a bold claim beats a greeting.
• Short on mobile. Subject lines get cut: front-load the value.