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chris-stadler
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They build tension in the intended audience. They talk about benefits, never features. But, they’re not great headlines.
Usually after incubation. Usually after writing a bunch of losers, and getting the lame ones out first (yeah, put them down on paper). Sometimes without incubation. Often, with a unique point of view.
Product-centric
Audience-centric
Audience-centric (with more specific point of view)