Thecoverguy.com is based out of New York. I live in Michigan. When I visit their homepage this is the welcome message that greets me:
Despite being a business based in New York, the first line of copy says “Made to handle Michigan’s Harsh Winter Climate.” This uses the Serendipity tactic to create a feeling in the user that this product applies to them. Additionally, this is an effective way to grab the shopper’s attention and slow them down because they weren’t expecting to see a headline targeted directly to them. Keeping your shopper on your page for only a few more seconds could be all it takes to get them to convert.