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Write a Hook

For both headline and blurb, think about what makes the content important, unique, and valuable to the reader. Think about why visitors would want to read your content. Will they learn something new? Get a bargain? Have a good laugh? Meet people with the same hobbies? Look at your subject matter from the readers' perspective, and then write directly to the reader, with a promise of value.

Headlines and blurbs have a particular structure on Web pages. Headlines are typically a sentence fragment, roughly ten words or less so that they can appear in large type in a small space. A headline articulates the hook in the shortest form possible. The blurb is a continuation of the headline, providing details of the customer benefit, reinforcing what is important and unique about the content. Blurbs have to be short and precise, not more than one or two sentences.


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