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Episode 28: Build the Headline Strategy You Never Knew You Needed.
“They Laughed When I Sat Down at the Piano… But When I Started to Play!”
You’re looking at one of the most famous headlines in the history of copy.
Written by John Caples in 1926, it’s about to celebrate its 100th anniversary, and it’s still taught in copywriting classes around the world.
It was one of the first headlines to prove that a single line could hold an entire story: ridicule, surprise, and ultimate triumph.
Why did it work so well? Because everyone knows that feeling of being doubted. And everyone craves that reversal moment, the shift from underestimated to undeniable.
By this point, the numbers are no longer surprising: we're exposed to 4,000 - 10,000 ad impressions a day, depending on what research you read, and scroll through 100–300 headlines. News alerts. Emails. LinkedIn posts. Blog titles. Wall Street Journal. Social feeds.
But only 10–30 ever stick, a mere 10%, the ones that break through our subconscious filter and actually earn our attention.
And yet, even in a world overflowing with pipeline priorities, most marketing and revenue teams will lack a cohesive headline strategy.
One that’s consistent. One that lives across every channel of their brand.
That’s what today’s Sunrise is about: the science of a well-crafted headline strategy.
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By Dan Ptak“They Laughed When I Sat Down at the Piano… But When I Started to Play!”
You’re looking at one of the most famous headlines in the history of copy.
Written by John Caples in 1926, it’s about to celebrate its 100th anniversary, and it’s still taught in copywriting classes around the world.
It was one of the first headlines to prove that a single line could hold an entire story: ridicule, surprise, and ultimate triumph.
Why did it work so well? Because everyone knows that feeling of being doubted. And everyone craves that reversal moment, the shift from underestimated to undeniable.
By this point, the numbers are no longer surprising: we're exposed to 4,000 - 10,000 ad impressions a day, depending on what research you read, and scroll through 100–300 headlines. News alerts. Emails. LinkedIn posts. Blog titles. Wall Street Journal. Social feeds.
But only 10–30 ever stick, a mere 10%, the ones that break through our subconscious filter and actually earn our attention.
And yet, even in a world overflowing with pipeline priorities, most marketing and revenue teams will lack a cohesive headline strategy.
One that’s consistent. One that lives across every channel of their brand.
That’s what today’s Sunrise is about: the science of a well-crafted headline strategy.