Making
Good Headlines Even Better Here
is another example… same body copy, different
headlines:
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. Direct Marketing Strategy Articles |
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