Let’s be honest: a lot of headlines sound nice, but don’t really say anything.

> *“Elevate your web presence.”*  
> *“Empower your digital identity.”*  
> *“Experience next-level synergy.”*

They’re well-meaning, sure. But most people read those and think:  
*“Cool… but what does that actually mean?”*

And the truth is, they don’t have time to figure it out.

In direct marketing, a headline has one job:  
**Be clear enough to get someone to keep reading.**

Dan Kennedy (a legend in the direct response world) put it best:  
**_Clarity beats cleverness._**

People are scrolling fast, juggling tasks, and filtering out noise. If your headline makes them pause and wonder what you’re even offering, it’s game over.

So instead of trying to sound impressive, try to sound *helpful*.

Here’s an example:

Instead of:

> *“Elevate your web presence.”*

Try:

> *“Get 3x More Leads from Your Website in 30 Days—Without Redesigning It.”*

See how specific that is? It promises a real result, in plain language.

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One thing to keep in mind:  
**Brand building doesn’t come before conversions. It comes *from* conversions.**

When your copy is clear, helpful, and actually works, people remember you for that. Not because you used the fanciest buzzwords.

So if your headline wouldn’t make sense to a friend over lunch, it probably needs a rewrite.

**Skip the poetry. Say what you really mean. That’s what builds trust—and gets results.**

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*Want help crafting clear, high-performing headlines? Try NeuralSplit. We test what works, then make it better.*


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Avoid Poetry: How to Write Headlines That Actually Convert