Joseph Sugarman Slippery Slope
Published on Jul 9, 2017
That’s legendary copywriter Joe Sugarman in the photo, giving one of his famous talks. He’s dropping one of his best lessons: a great headline should pull the reader in like a slippery slope. Once they start reading, they can’t stop.
The Marketing Lesson
Each sentence should lead irresistibly to the next. Your job as a writer is to make reading feel effortless, like sliding down ice.
Why It Works
- Builds curiosity and momentum
- Uses simple, emotional language
- Eliminates friction between ideas
- Keeps attention locked in
Real-World Examples
- BuzzFeed listicles: “17 Things Only Night Owls Understand”
- Apple product pages: every line flows to the next CTA
- Netflix show teasers: one line leads you straight into the trailer
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