Headlines are everything. Nobody will read your copy if you can’t reel them in with a headline.
Results of some A/B tests that have been run with headlines. Winning headline in BOLD:
“Push Button Shave Cream” vs. “Moisturized Shave Cream”
- (Instant gratification wins!)
“Have you these symptoms of nervous exhaustion?” vs. “Thousands suffer from sick nerves…”
- (You! It’s a solution for YOU!)
“Would You Buy a 30$ 15$ shirt?” vs. “Half price on shirts!”
- (Specificity, Clarity!)
“Car Owners! Save 1 gallon out of 10” vs. “Save 1 gallon out of 10!”
- (Specific audience! Will subconsciously attract them.)
“Would You Buy a 65$ 19$ sweater?” vs. “Women’s sweaters at 19$!”
- (Arouse curiosity, then state the benefit – big savings)
“Two easy ways to build your sales” vs. “Announcing tune-ups: $12 flat rate”
- (Benefits beat Features every time!)
“How to stop a headache” vs. “What is aspirin?”
- (Offer of Free information)
- Short Sentences. Short Paragraphs. Short Words.
- No apostrophes! No long sentences. Copy should be simple and swift.
- Logical sentence flow: A—B. B—C.
- Appeal to self interest. The best content is targeted at a specific audience and offers them something they badly want.
- Test a lot of variations. It’s the only way to understand which ads work.
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