Successful marketers constantly test new direct marketing headlines. Even when they think they have a good one, they keep testing. One small change to a headline can cause one to outperform another by a HUGE margin. Let me explain...

Consider an ad tested with these two headlines:
1.) “How to Avoid These Mistakes in Painting Your House”
2.) “How to Paint Your House Yourself”
Headline #2 out-performed #1 by 16 percent.

Here is another example… same body copy, different headlines:
3.) “A Warning to Dog Owners!”
4.) “Keep Your Dog Safe This Summer”
Headline #4 out-pulled #3 by 60 percent.

Here is an example of a wildly profitable headline that ran for decades. Can you tell which one it is?
5.) Do You Make These Mistakes in English?
6.) Do You Make Mistakes in English?

There is only one word difference between these two headlines. Copywriting experts at the time were divided 50-50 on which one would produce the best results. The #5 has the reader wondering if they make those mistakes, a possible source of embarrassment. Or they may read it to prove to themselves that they are actually in command of the English language and feel better about themselves. The second asks a question that can be answered with a simple yes or no, and does not engage the reader beyond that. As you correctly guessed by now, headline #6 was a flop. Headline #5 went on to become a huge moneymaker over many years for the company.

The key to improving your headlines is to TEST, TEST, and TEST! Split testing is the most common way to test headlines. Sure, you can show them to employees and friends around the office for some directional feedback, but you'll never be sure which headline will actually outperform another without a true market test. For example, a direct mailer can be tested by printing half with one headline and the other half with another. Use a code on your materials to track results. (Ask buyers for that code when accepting orders). Keep quantities mailed small at first until you are able to clearly identify which one works best. That way the bulk of the mailing can enjoy use of the best headline. (This is usually 5000 or fewer pieces or emails.) Change only the headline when you test, nothing else… not even the weight of the paper, day of the week, or ink color… or you won't be able to accurately tell what caused any difference in response.

When you think that you have a really good headline, run with it for a while. Then test it against others at some point see if you can find another that outperforms it. Top marketers will continually test even top performing headlines to see if they can improve upon there success! If you are really serious about testing your headlines, create a fresh point of view by using a second copywriter to develop alternative headlines! Never be satisfied!