This very well may be the best headline online at the moment. It goes well beyond describing the service. An amateur would write a descriptive headline like “Get a Trunk of Designer Clothes Delivered Directly to Your Doorstep.” A better copywriter would write something like “Get a Trunk of Clothes That Will Make You Look Great.” This headline goes so much further. Instead of just describing the service or conveying a simple benefit, it digs down to the core of what men want from a service like this. It connects on an emotional level by appealing to their vanity. It doesn’t merely describe what the service does or how it works; it communicates what every man wants which is to be the best-dressed guy in the room. Your goal should be to write a headline like this that goes beyond a simple description or a surface-level benefit. You want to figure out what customers really want to get out of using your product and communicate that in your headline. In a lot of ways, Trunk Club’s headline is the standard you should be striving for. Bringing It All Together In this chapter we talked about the importance of effective headline writing and how to write headlines that grab your customers attention and convert them in customers. We covered:
Despite these reservations, RMS's claim to define and lead the hacker community under the "free software" banner broadly held until the mid-1990s. It was seriously challenged only by the rise of Linux. Linux gave open-source development a natural home. Many projects issued under terms we would now call open-source migrated from proprietary Unixes to Linux. The community around Linux grew explosively, becoming far larger and more heterogenous than the pre-Linux hacker culture. RMS determinedly attempted to co-opt all this activity into his "free software" movement, but was thwarted by both the exploding diversity of the Linux community and the public skepticism of its founder, Linus Torvalds. Torvalds continued to use the term "free software" for lack of any alternative, but publicly rejected RMS's ideological baggage. Many younger hackers followed suit.