In a world of waaay too much information (TMI), our minds use various coping mechanisms to filter out as much irrelevant info as possible. One of the ways we do this is with Confirmation Bias – the tendency to interpret information in a way that confirms our existing beliefs.
By really understanding the Job To Be Done by your ideal client, and speaking into that in your headline, you align with their existing Confirmation Bias, and make it easy for them to choose you.
We’ve got some examples for you.
They get you, the one time of the month when swearing says it better.
You keep it real. You’re passionate about fresh, local, heirloom veggies, hand crafted, the slow food movement, and they get that.
You’re a bit of a snob when it comes to staying updated, you know you’re ahead of the pack because you stay informed.
You love your dog more than you love humans, they do too.
She hates the idea of a metal smile more than she loves the idea of straight teeth. You get her.
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