Mail Chimp is another great example of a business that wins customers over with a unique, approachable personality that stands out from the competition.In addition to being unique, your headline should be ultra-specific.We can all remember watching a commercial with lines like, “Buy now with three low payments of .95. As soon as they hear, “Three equal payments of .95,” they tune out waiting for something that seems more credible. It works first and foremost because it has personality.

If the ad was sent to 2,000,000 e-mails, the winning version would lead to 17,000 more clicks, all from changing a single word.

That’s a measurable difference that significantly impacts the bottom line. It’s because they’re the first lines of your copy that customers read.

Butchers and other local service providers used to differentiate themselves by being more personable, and you can differentiate yourself by giving your business a personality that appeals to customers.

Gary Vaynerchuk did this with Wine Library TV, and Brian Clark did this with Copyblogger.

From drunken nights you’d rather forget, to angles that make you look like a portly gargoyle, everyone will have been tagged in a unflattering photo.

Come sun, rain or snow, one thing that can be relied upon in the unstable British weather is that people will post about it on Facebook.

While we all might be guilty of it to some degree, the filtering of life’s highs and lows to leave only posed, smiling faces in fabulous surroundings can begin to grate after one or two scrolls through your news feed.

You might have a dream job, a loving husband and two perfect children at the moment, but as Emily points out: ‘You know what, not everyone’s life is that perfect right now, so you’re just rubbing your perfect life in our faces.’A perfect way to indulge your nosy side - or end up feeling very left out - is to go on Facebook.

The headline alone can make or break an ad, homepage, or e-mail subject line. If the headline pulls readers in, you’ll make more sales; if not, you’ll be left wondering what happened.

And that’s why we’re devoting an entire chapter to headlines.

Technically this is a tagline, but really, taglines are headlines of sorts. If people like your business, they’re more likely to want to do business with you.