Michael Masterson's Secret... The "4 U's" that tip your response rate over the edge to the "hyper-responsive" side Every marketer knows it doesn't matter whether your emails are written by the top-notch, most sought-after copywriter...that can "magically" convert your readers into hungry buyers...if they are simply trashed by a single click of "delete". Michael Masterson, the man behind the famous "AWAI Six Figures Copywriting Course" , has come out with the "4 U's". It is like a check list to make sure you have a strong headline...strong enough to make sure the readers want to read on. Here are the "4 U's": Urgent leisure: "Dime sale on XXX", Urgent: "Dime sale closing this mid-night". Paint the picture of something important, big, and heavy is pressing on you...fast. The point is to force your readers to do something immediately...or they might lose something. Think about the bills you receive every month, nothing can be more urgent! Unique Everyday, vanilla headline : "Free Sample of xxx" Unique headline : "We spend $15,000 so that you can try this...FREE!" Most of us are essentially blind to the ads...we have trained ourselves to look throught the noise bad ads. It is your job to throw them out of their zombie state...make them surprise, make them awake, give them something to brag in front of their friends. Ultra-Specific Vague headline: "The Fastest Way To Get Rich". Specific headline : "How a college drop-out makes $500/day before his smart-ass, first class honor graduated classmate gets his first promotion...if ever" Make sure what you say is related to the reader's life. You can describe a heart-pounding, sweat-soaking love scene in every minute details to a 4 years old, and you have a boring listener. On the other hand, even if just mention the name of his favourite cartoon, all the vivid images come to his mind immediately. Know your prospect. Useful Useless headline: "101 ways to turn water into steam...without electricity and fire...under 5 minutes" Useful healine: "Read me if you want to make more money" Which one is gonna get more click? (Ok. Maybe the first one...I don't know because I haven't tried it out...but you get the idea...if you apply all the bell and whistles in the first example to the second, you can have explosive responds.) Stress the benefits to the readers.