Too Long; Didn't Read
The 4 U's stands for urgent, unique, ultra-specific, and useful. This is a simple and effective technique used by copywriters for decades. The best headlines appeal to people’s self-interest, or give news, John Caples says. When you offer something useful that benefits and appeals to the reader's interest they are more likely to read it. The headline below is considered to be the most famous automobile ad ever written. It worked because it addressed Europeans' exaggerated impression about traveling the U.S.A.