Smack your reader between the eyes

So you’re aiming to win new business. You’ve figured out your position, strengths and weaknesses. Your challenge now is to craft a compelling message that wows your customer and proves you are the best choice. 

So what?

Your headline needs to get your target’s attention. It has to be eye-catching, grab interest and be relevant for the person who’s reading or listening. You can’t simply dash this off and assume it’s good enough. It has to pass the “so what?” test.

Write a sentence or headline or opening paragraph for your pitch or idea, and then ask, “so what?”. Would anyone care? Would the customer care? Would the reader care?

If not, you need to think again.

Common love

 

The words you choose for your headline are important. Abstract nouns like “solution” or “honesty” or “harmonization” won’t conjure up images in your reader’s head. Words like that require them to work harder to understand what you’re saying.

On the other hand, common nouns – words like “dollars,” “sheep,” “garbage,” “robot” or “computer” – paint a picture so your readers can envision immediately what you’re talking about.

Abstract nouns are used too often in business without need. Words like “synergies”, “paradigms” and “solutions” don’t help the reader to understand what you’re really trying to say. Nor do they make you sound clever.

So don’t use words like these in headlines. Stick with simple, common nouns.

Do it

Be sure to use active rather than passive verbs. Consider how much more lively the sentence, “John ate the cake,” is than “The cake was eaten by John.” Headlines and sentences should communicate who’s doing what and why as fast as possible. 

Tabloid tablets

When you write your headline, take a cue from the tabloids. They’re good at grabbing readers’ attention quickly with messages like “Terror as plane hits ash cloud,” “Nitwit hits Twitter with writ” and the classic, “Ford to city: Drop dead.”

Compare those with standard business whitepaper headlines:

“Securities law must prioritize investor protection: official.”

Which you would rather read?

5 Reasons You Need The X Theme

X is not your grandmother’s WordPress theme, and we want to prove it to you. Here are the top 5 reasons you need to buy X today!

Stacks, Stacks, & More Stacks

Instead of being stuck with one design for your next project, X is a gift that keeps on giving. Built with our custom Stacks, X is the most versatile premium WordPress theme on the market today. Think of Stacks like full site designs built into the theme with each one giving a totally unique look and feel. There are currently three Stacks to chose from: Integrity, Renew, and Icon.

Point & Click

X is not only one of the most cutting edge themes on the market today, it’s incredibly easy to customize using the latest innovation from WordPress: the Theme Customizer. Instead of clicking through pages and pages of an admin panel only to have to click back and forth between the dashboard and your live site, with X you can change every aspect of your site while viewing it through the Customizer. See in real time how every color, layout, and pixel will look then click “Save” and you’re done. Customizing a theme has never been so easy.

Built By Experts

We weren’t satisfied with just making “another” WordPress theme…so we decided to do something different. We reached out to many of the top business and internet marketing minds of today to ask them about things like conversion, copywriting, layouts, squeeze pages, SEO, and more. X is the culmination of over a dozen of the smartest marketers on the planet who shared their expertise to build into this truly ultimate theme. You can learn more about the experts who contributed in our features section.

Future Proof

HTML5. CSS3. Fully Responsive, and more! X is not only built to be the most beautiful and powerful WordPress Theme of 2013, it is ready for the future. With a sharp development team that stays on the cutting edge of all that WordPress has to offer, you can rest assured that any site using X will be steps ahead of the pack employing the high-end functionality your site demands.

Simply The Best

Don’t just take our word for it. See for yourself. First time users frequently report how fun and easy it is to customize X exactly to their likings. Whether that’s boxed or full width, dark or light, multi colors or minimal, large fonts or small — X is like nothing you have ever seen!

Affiliate Marketing 101 (Self Hosted Video)

[pullquote]If you like the format of the video above, we have put together dozens of others for everyone who purchases X. Learn about all sorts of different topics like Affiliate Marketing, Email Marketing, SEO, Digital Products, and more.[/pullquote]

For those looking for a more customized solution, you can upload your own self-hosted videos using the nifty Video Post Format right from within your dashboard. Each video will be fully responsive and look great on any device!

Simply create a post like you always would, select Video in the format box, then enter the destination of your video file (MP4, M4V, OGV) right below the main content area. In addition you can select the desired aspect ratio for optimum viewing.

Like above, you can optionally set a featured image that will show before the video is played.

Thought For The Day

This is quote post where you can share all your favorite sayings. The featured image is optional.

Standard Post With Shortcode Goodies

With several dozen of the best looking Shortcodes around, we wanted to give you a sample of the many high-end Shortcodes built into X. We’ve grouped some together so this isn’t a super long post, however for a complete list with demos and examples of each, be sure to head over to our Shortcodes page.

[custom_headline type=”left” style=”margin-top: 45px;” level=”h2″ looks_like=”h5″ accent=”true”]Image Frame, Tooltips, Popovers & 3D Button [/custom_headline]

[image src=”/media/x-popover-tooltip-example.jpg” float=”left” type=”thumbnail” link=”true” href=”#example” alt=”Example” title=”Check Me Out!” info=”tooltip” info_place=”top” info_trigger=”hover”] Vivamus sagittis lacus vel augue laoreet rutrum faucibus dolor auctor. Vivamus sagittis lacus vel augue laoreet rutrum faucibus dolor auctor. [extra href=”#example” target=”_blank” info=”tooltip” info_place=”top” info_trigger=”hover” title=”Yeah, tooltip time!”]Donec sed[/extra] odio dui. Maecenas faucibus mollis interdum. [extra href=”#example” target=”_blank” info=”tooltip” info_place=”right” info_trigger=”hover” title=”Yeah, tooltip time!”]Cras justo odio[/extra], dapibus ac facilisis in, egestas eget quam. Etiam porta sem malesuada magna mollis euismod. Integer posuere erat a ante venenatis dapibus posuere velit aliquet. [extra href=”#example” target=”_blank” info=”tooltip” info_place=”left” info_trigger=”hover” title=”Yeah, tooltip time!”]Curabitur blandit[/extra] tempus porttitor. Aenean eu leo quam. Pellentesque ornare sem lacinia quam venenatis vestibulum. Cras mattis consectetur purus sit amet fermentum. [extra href=”#example” target=”_blank” info=”tooltip” info_place=”bottom” info_trigger=”hover” title=”Yeah, tooltip time!”]Cum sociis[/extra] natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Integer posuere erat a ante venenatis dapibus posuere velit aliquet.

[button style=”margin-bottom: 1.313em;” href=”#example” title=”I told you so!” circle=”true” info=”tooltip” info_place=”top” info_trigger=”hover” block=”true”]You Can Even Add Popovers and Tooltips to Me![/button]

[image src=”/media/x-popover-tooltip-example.jpg” float=”right” type=”thumbnail” link=”true” href=”#example” alt=”Example” title=”Check Me Out!” info=”popover” info_place=”top” info_trigger=”hover” info_content=”Enter in some more information here.”] Vivamus sagittis lacus vel augue laoreet rutrum faucibus dolor auctor. Vivamus sagittis lacus vel augue laoreet rutrum faucib Lacus vel augue laoreet rutrum faucibus dolor auctor. Vivamus sagittis lacus [extra href=”#example” target=”_blank” info=”popover” info_place=”top” info_trigger=”hover” info_content=”Place a little extra content in here for informational purposes.” title=”Yeah, popover time!”]vel augue[/extra] laoreet rutrum faucibus dolor auctor. Donec sed odio dui. Maecenas faucibus mollis interdum. Cras justo odio, dapibus ac facilisis in, [extra href=”#example” target=”_blank” info=”popover” info_place=”right” info_trigger=”hover” info_content=”Place a little extra content in here for informational purposes.” title=”Yeah, popover time!”]egestas eget quam[/extra]. Etiam porta sem malesuada magna mollis euismod. Integer posuere erat a ante venenatis dapibus posuere velit aliquet. [extra href=”#example” target=”_blank” info=”popover” info_place=”left” info_trigger=”hover” info_content=”Place a little extra content in here for informational purposes.” title=”Yeah, popover time!”]Curabitur blandit[/extra] tempus porttitor. Aenean eu leo quam. Pellentesque ornare sem lacinia quam venenatis vestibulum. Cras mattis consectetur purus sit amet fermentum. [extra href=”#example” target=”_blank” info=”popover” info_place=”bottom” info_trigger=”hover” info_content=”Place a little extra content in here for informational purposes.” title=”Yeah, popover time!”]Cum sociis[/extra] natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Integer posuere erat a ante venenatis dapibus posuere.

[custom_headline type=”left” style=”margin-top: 45px;” level=”h2″ looks_like=”h5″ accent=”true”]Table of Contents & Icon List[/custom_headline]

[toc type=”left”] [toc_item title=”1. Introduction” page=”1″] [toc_item title=”2. More Information” page=”2″] [toc_item title=”3. Even More Information” page=”3″] [/toc]

The Table of Contents shortcode available in X offers up some incredible SEO benefits to your standard posts and pages. It’s easy enough to paginate individual posts or pages in WordPress using the <!--nextpage--> code in the editor, but it doesn’t provide any real engaging way for your visitors to know what they’re in for as they click through to the next post. That’s where the Table of Contents shortcode comes in.

Simply add this to each of your “pages” after your <!--nextpage--> breaks and input the titles of each section in your article. What you’re left with is a thoroughly engaging, easy to navigate post structure that has been proven to increase visitor retention and keep their attention (all things Google loves).

You can easily add the Table of Contents shortcode to the left or right of your post content, or have it go full width, which is great for placing at the bottom of your posts to remind visitors of what sections are left. Click through on the table of contents shortcode above to go through to the next page and see the shortcode in action!

[icon_list]
[icon_list_item type=”chevron-sign-right”]This[/icon_list_item]
[icon_list_item type=”chevron-sign-right”]is[/icon_list_item]
[icon_list_item type=”chevron-sign-right”]a[/icon_list_item]
[icon_list_item type=”chevron-sign-right”]icon[/icon_list_item]
[icon_list_item type=”chevron-sign-right”]list[/icon_list_item]
[icon_list_item type=”chevron-sign-right”]Chose from over 300 icons. [/icon_list_item]
[/icon_list]

[custom_headline type=”left” style=”margin-top: 45px;” level=”h2″ looks_like=”h5″ accent=”true”]Responsive Visibility, Pricing Tables, Content Bands, & Entry Share[/custom_headline]

With responsive visibility, you can easily show or hide various pieces of information with different groups of visitors viewing your site on a wide array of devices. Want to put a video on desktop but only text on tablet and mobile? No problem. Go ahead and resize your browser window to see how different messages are displayed below for different screen sizes (Note: We also used another one of our Shortcodes, Responsive Video, to make the video look great and respond for the desktop message).

[visibility type=”visible-desktop”]
[alert type=”muted” heading=”Desktop Message”]I’m only for the larger screens. Since there’s more room, I can take a little more space. Resize me!
[gap size=”1em”]
[x_video style=”margin-bottom: 0;” embed=’‘][/alert]
[/visibility]

[visibility type=”visible-tablet”]
[alert type=”muted” heading=”Tablet Message”]I’m only for the medium sized screens. There a little less room here, so try and shorten things up a bit, but don’t worry, you don’t have to fret too much over the length of your message just yet.[/alert]
[/visibility]

[visibility type=”visible-phone”]
[alert type=”muted” heading=”Phone Message”]I’m only for the smallest screens. Try and keep things short and sweet here.[/alert]
[/visibility]

[gap size=”40px”]

[pricing_table columns=”3″][pricing_table_column title=”Basic” currency=”$” price=”39″ interval=”Per Month”][icon_list][icon_list_item type=”ok”]All Themes[/icon_list_item][icon_list_item type=”ok”]All Plugins[/icon_list_item][icon_list_item type=”ok”]PSDs[/icon_list_item][icon_list_item type=”remove” style=”color: red;”]HTML Templates[/icon_list_item][icon_list_item type=”remove” style=”color: red;”]24/7 Support[/icon_list_item][/icon_list][button shape=”rounded” href=”#example” title=”Example”]Sign Up Today![/button]

[/pricing_table_column][pricing_table_column featured=”true” featured_sub=”Featured” title=”Plus” currency=”$” price=”59″ interval=”Per Month”][icon_list][icon_list_item type=”ok”]All Themes[/icon_list_item][icon_list_item type=”ok”]All Plugins[/icon_list_item][icon_list_item type=”ok”]PSDs[/icon_list_item][icon_list_item type=”ok”]HTML Templates[/icon_list_item][icon_list_item type=”remove” style=”color: red;”]24/7 Support[/icon_list_item][/icon_list][button shape=”rounded” size=”x-large” href=”#example” title=”Example”]Sign Up Today![/button]

[/pricing_table_column][pricing_table_column title=”Premium” currency=”$” price=”89″ interval=”Per Month”][icon_list][icon_list_item type=”ok”]All Themes[/icon_list_item][icon_list_item type=”ok”]All Plugins[/icon_list_item][icon_list_item type=”ok”]PSDs[/icon_list_item][icon_list_item type=”ok”]HTML Templates[/icon_list_item][icon_list_item type=”ok”]24/7 Support[/icon_list_item][/icon_list][button shape=”rounded” href=”#example” title=”Example”]Sign Up Today![/button]

[/pricing_table_column][/pricing_table]

[gap size=”40px”]

[content_band style=”color: #333;” bg_color=”#ffddea” border=”both”][container][custom_headline style=”margin-top: 0;” level=”h4″ looks_like=”h3″]Cool Headline[/custom_headline]

Great for a call to action or important information, these Content Bands will help you be truly creative with how your content is presented.

[/container][/content_band]

[content_band bg_pattern=”/media/x-bg-maze.png” border=”both”][container][custom_headline style=”margin-top: 0;” level=”h4″ looks_like=”h3″]Cool Headline[/custom_headline]

Great for a call to action or important information, these Content Bands will help you be truly creative with how your content is presented.

[/container][/content_band]

[content_band style=”color: #fff;” bg_image=”/media/x-bg-flowers.jpg” border=”both”][container][custom_headline style=”margin-top: 0; color: #fff;” level=”h4″ looks_like=”h3″]Cool Headline[/custom_headline]

Great for a call to action or important information, these Content Bands will help you be truly creative with how your content is presented.

[/container][/content_band]

[share facebook=”true” twitter=”true” google_plus=”true” pinterest=”true” reddit=”true” email=”true”]

[custom_headline type=”left” style=”margin-top: 45px;” level=”h2″ looks_like=”h5″ accent=”true”]Over Three Dozen Shortcodes Included When You Buy X Today[/custom_headline]

While just a sample, hopefully this give you a small window into how we think about Shortcodes. Instead of just creating the basic ones (which we did and you have access to them as well), we wanted to take it a step further by providing some really useful business and marketing oriented solutions like Table of Contents and Responsive Visibility. As a customer of X, you not only get instant access to our entire Shortcode library, you’ll also have access to all future Shortcodes we develop for future releases.

Image Post

This is a great way to showcase cool individual images in a quick and easy way. While writing your post: select the image format, add your featured image, then click Publish!

Beautiful Gallery Post

In this gallery post format, you can include a grouping of images to share with your visitors or customers. In addition you can type any text you want to show up below or leave this area blank to just show the images. You can even use the arrows to browse through the images without having to click through to the post.

Little Red Riding Hood (Embedded Video)

Looking to embed videos from YouTube, Vimeo, or any of the other popular video sites? No problem at all. Simply take the embed video code, add it to the video settings, and you’re done.

Audio Without Image

You can share your favorite audio files for all your visitors to listen to. You have the choice to set a featured image, however this is how things look when you have an audio post without one.

Have You Heard Of Them?

Link posts are great for sharing cool sites and online resources. All links open in a new window, and the title of your post shows above the link. As always the featured image is optional. Should you decide to use a featured image, you can upload any size (height and width), and X will take care of the rest.