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The #1 job of your website headline is to get people to read your second sentence.
For example, I’m not the copywriter behind Bokksu, but if I were, this is how I’d change their hero headline from the lifeless “Discover Japan through snacks” to:
1.Attention grabber ⇝ “Look at it this way”
2.Use indirect competitor as price anchor⇝ “It’s more expensive than a Netflix subscription”
3.Your promise⇝ “But it’s cheaper than a trip to Japan.”
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A i think
The best copy doesn't give you information.
It gives you a thought you already had, but couldn't put into words.
That's why good copy feels less like being convinced...and more like being understood.
That distinction between information and recognition is beautifully put—the second line especially explains why a message can feel instantly familiar. I’d love to see this idea used as a test for headlines: does the reader feel seen before they feel sold to?
