You have heard it too often. The elevator-pitch.The pitch just doesn'tengage youand itswhy youshouldkeepit to 30 seconds. So, why make the pitch your websitesprimary headline?This Appleheadline takes a different approach, “You’re more powerful than you think. iPhone 5s”. Great headlines like this inspireand call youinto action. Applesteps away fromtheir phone tospeak to youinstead. Apple engages you and then pitch with one word. They clearly connect the quality of "powerful" to you and the iPhone.Why does it work? You believe what they believe. You believe that you are "powerful" and so does Apple. All Apple does with theiPhone 5s is deliver, withintegrity, that promise of "powerful".Speaking to your beliefs and connecting with those who believe the same is what drives engagement.Delivering with integrity what youbelieve drives trust and builds relationship. Some believe in cheaper prices and saving money. Others believe that beauty is withoutprice. Some believe in convenience and speed while others believe ina more personal touch.Before you write that next headline consider what you believe not just what you have to offer.