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For example, a 30-second promo video for a company doesn't produce a very captivating headline.
All great copy starts with a captivating headline, and a chef's headline is the name of the dish or menu item being served.
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As Kakehi captivates headlines in the country, authorities are still piecing together an investigation into a local man who's been accused of killing nine people after police found severed heads and women's bodies in his apartment.
The article-as-numbered-list has several features that make it inherently captivating: the headline catches our eye in a stream of content; it positions its subject within a preëxisting category and classification system, like "talented animals"; it spatially organizes the information; and it promises a story that's finite, whose length has been quantified upfront.
Moving on to talking rabbits, and the first act of When God Was a Rabbit by Sarah Winman (Headline), is equally captivating.
He found it captivating.
Obvious perhaps, but captivating.
The fall and rise of Cook has been a captivating personal story with a happy ending, but in an international career stretching back to 2003 Anderson has surely never commanded so many headlines and column inches.
It's oddly captivating.
Odd, but captivating.
But Appo is captivating.
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Since I tried Ludwig back in 2017, I have been constantly using it in both editing and translation. Ever since, I suggest it to my translators at ProSciEditing.

Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com