What are 4U Headers

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4U headlines were invented in the middle of the 20th century. Their author was marketing expert David O'Gilvie. The 4U headline formula, used for decades, is still the most effective today. Selling headlines written according to this algorithm attract attention and are able to increase conversion where all other formulas are powerless.

The method of composing 4U headings is not complicated, but the copywriter must be well versed in the rules and nuances of their writing. It is necessary to take into account the hierarchical arrangement of individual elements, the influence of stop words and other features. Our article will help you understand this issue and furniture manufacturers in usa email list become a real master of writing 4U headings in different niches.


Want to know the easiest way to capture your customer? Or how you can attract and hold their attention in just 6 seconds?

To solve such a problem, you need a headline that can sell. It should hook the client. Such a headline does not necessarily have to sell directly, its task is to highlight your offer against the background of competitors.

This type of selling headline is called the “4U headline”.

What is this technology, what do the 4U symbols mean? The fact is that this technique is based on the following terms: Urgency, Usefulness, Uniqueness, Ultra-Specifity. The initial letters of these four terms were used in the name of the technology for writing selling headlines, which can become the key to the success of your business.

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Alexander Kuleshov
Alexander Kuleshov
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Using this principle, you can effectively sell not a blender, but a smoothie; not a grinder, but a polished surface; not a powerful gadget, but unique features; not text for a landing page, but a selling technology that increases traffic.

For example, let's say you own a building materials store and want to find ways to increase its turnover. You came across two headlines from an advertisement on the Internet: "How to increase sales?" and "10 proven methods to increase the turnover of a building materials store by 10% in just 10 days." Which headline will you click on first?

If you can't articulate how your business is different from your competitors, use its useful aspects that are little known to the general public. For example, one beer brand announced that it sterilized its bottles. The twist was that all the companies did this, but only one company announced this fact and used it to boost sales.

Selling design

Source: Alfa Photo / shutterstock.com

In the battle for customers on the Internet, a business website owner has only 6 seconds to capture users' attention.

Selling design is important, a well-thought-out structure of the web page is also good, but only correctly composed headlines can attract the attention of Internet users in just 6 seconds.

You need to be aware that phrases such as: “We are the best company in the region!”, “Preparatory courses for entering universities”, “Training of arbitration managers in Omsk” are not at all what will keep a visitor on the site.

Important : according to statistics, a user who is interested in a title stays on the web page for at least another 30 seconds to study it.

This is where elements of sales design and other factors come into play for the client. If your landing page is not composed correctly, the mission to retain the visitor will be impossible.

What headlines can retain the user? Only those that are composed using 4U technology. For example, "10-day courses for arbitration managers in Omsk with payment after receiving the position."