You wouldn’t bake a chocolate soufflé for your mother-in-law’s birthday party without referring to a recipe, so why would you craft a headline that way? (Image source) Ever notice those “conversion copywriting” techniques you read about for ugly, hard-to-stomach long-form sales pages? When you implement those techniques, you end up with lengthy, nearly impossible to believe headlines, like this one: That’s great for niche info products.

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