<b>"A clever headline grabs attention." [MOSTLY MYTH]</b>
The myth: wit and wordplay make your hero memorable.
Why it spread: copywriters want to write copy that wins awards, and clients confuse clever with effective.
The boring truth: a cold visitor gives you about 5 seconds to answer "what is this and is it for me." A pun makes them decode instead of qualify. Clarity converts because the brain rewards effortless comprehension; cleverness adds a processing tax right where you can least afford it.
The nuance: clear isn't boring, it's specific. "Bookkeeping for restaurants, done by tomorrow" beats any clever twist. Earn the right to be playful in the subhead or down-page, after you've answered the only two questions the visitor actually has.
Above The Fold Heresy
@AboveTheFoldHeresy
<b>"A clever headline grabs attention." [MOSTLY MYTH]</b>
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