A headline that speaks directly to your ideal buyer using language only they recognize. Use words that signal their pain, identity, or desire. Avoid vague, mass-appeal phrasing that tries to reach everyone.
You look up, there's a big spotlight in the sky. Sure, millions of people see it, but it's not for them. It's for me. Batman doesn't need an explanation. He doesn't need a caption. He just knows. Rachel needs me. That's what a dog whistle headline does. How do you create a dog whistle headline? Do this: speak directly to your ideal buyer with specific language only they will recognize. Not this: water it down to sound professional and then lose everybody. Do this: signal their pain, identity, or desire in a way that only they respond to. Not this: hope that a generic big headline stands out in a crowded skyline. Do this: make the right people feel like you wrote it just for them. Not this: write for the masses and then disappear. Follow and comment "signal" and I'll send you my top 50 dog whistle headline examples that pull the right buyers in. That's another day of Ad School. If you're not following me yet, I'm going to demand justice.
