If we know that putting ourselves in the customer’s shoes is the right thing to do, why do we find it SO difficult? An interesting HBR article sheds some light.

Your headline is your hero. Your fearless leader in the battle for attention in our content-crazy world.

So give yourself as much time to craft your headline as you do your main copy.

To give your hero a fighting chance, you can use the 4 ‘U’s formula. It’s pretty simple.