Ahhh ...
for the love of exaggeration.
Since young, a lot of us as kids (or even adults for that matter) have been exaggerating to get other people's attention.
Think about it for a minute ...
See if you can recall a time in your life where people paid attention to you simply because you have exaggerated the truth.
Humans are incredibly interesting.
We are generally obsessed with the biggest objects, the fastest cars and planes, the richest people, the most beautiful women and so on and so forth.
That's also the reason why we have the Guinness Book of World Records updated year after year.
People are attracted to these things.
In the same manner, we can also use exaggeration with our headlines to capture the much needed attention.
Let me give you a simple example ...
Consider "3 Mistakes That Copywriters Make" with "3 Biggest Mistakes That Copywriters Make" and "3 Ugliest Mistakes That Copywriters make".
Which ones would you probably say are the most interesting? You'll be right to say the last 2.
All you need to do is simply add one word to create a superlative and with that, you have exaggerated the matter.
Plain and simple.
Observe the advertisements all around you.
Just how many of them use exaggeration to some degree to gain attention? If you observe carefully, you'll notice a great number and percentage of them do.
In your day to day copywriting, see if you can exaggerate certain facts.
I'm sure you can if you are creative enough.
With that said, I've got to end this writeup now.
I've got the biggest stomachache of my life coming up ...
I'm serious.
*wink*