"What you are doing essentially in this fifth stage is calling your market together in the headline of your ad. You are writing an identifying headline."
Imagine it like this:
You go into the city center with a megaphone and shout loudly into the crowd “WALTER!”.
What happens?
In an instant, everyone named Walter will stop and turn their attention to you. Now you have them hooked.
Do the same with your headline in phase 5.
You give your customers a feeling, an opinion or an attitude that they can identify with.
This is not about benefits, advantages, price or special offers.
It's all about one feeling: the kazakhstan telegram screening feeling of belonging. The feeling of being understood.
Here are a few headlines from writers who work with identification:
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Here are a few examples that Eugene Schwartz mentions in his book.