The Slippery Slide

Most people try to cram the whole sales pitch into one fancy headline. That’s why their copy feels like homework. The “Slippery Slide” image flips that thinking: your headline has only one job—get the reader to the next line. Do that again and again, and they slide straight into your call‑to‑action.

The Slippery Slide Formula

Picture the yellow slide in the image: at the top is your headline, then the opening line, then body copy, then CTA. The smiling little character isn’t jumping; they’re gliding. Each line is just interesting enough to make gravity do its thing. When you write, ruthlessly ask: “Will this sentence make them want to read the next one?” If not, cut or fix it.

How To Write Headlines That Sell The Next Line

Promise a clear, specific benefit without explaining everything.
Spark curiosity so the opening line feels irresistible to read.
Avoid clever wordplay that confuses the next step.
Match the tone of the first line so the slide feels smooth, not bumpy.
Trim any word that slows the reader before they reach your CTA.

Real-World Slippery Slide Headlines

Basecamp leads with a simple headline like “Give your team a central place to work” so the next line can explain exactly how the tool makes projects calmer.

Shopify uses headlines such as “The platform commerce is built on” which nudges you to read the subhead that spells out what that actually means for your store.

Creative Variations