Something that would make their jaw drop, which you’d like to warn them about?
Then “the shock ahead” headline is the perfect hook…
For instance, imagine you sell air-conditioners.
You’ve done your research and can see this is going to be one of the hottest summers on record.
A headline along the lines of:
“The Hottest Summer in 27 Years Looms Ahead – And the Cost of Installing an Air-Conditioner Will Soar When it Hits”
Could work like a treat a couple of months beforehand, while then explaining how supply / demand works, and why it’s more expensive to install an air-conditioner in summer.
Likewise, if you sell investment advice a headline like:
“A Massive Banking Crash is Looming – and These Investments are Likely to Soar When it Strikes”
Would grab your readers attention, particularly with what just happened in Silicon Valley.
Likewise, a real estate agent could run an ad along the lines of:
A Property Boom in Brisbane Looms Ahead – and These Suburbs are Likely to Get the Best Returns”
See how this works?
Great.
Now take what you can see coming that your prospects can’t, and transform it into a headline.