Before
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After
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1. What you’re selling⇝  “A water filter pitcher”

2. Pain you eliminate ⇝ “ that gets rid of 99.9% of nasty contaminants from your tap water.”
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‍3. Ridiculous contrast to reinforce the value of your product (and give it a lil more personality) ⇝ “except perhaps crocodile tears.”

Pro Tip: Use this type of headline if you're launching a new product (or a thing that you want consumers to perceive as new).
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