How to write a dating headline
If the ad was sent to 2,000,000 e-mails, the winning version would lead to 17,000 more clicks, all from changing a single word.
That’s a measurable difference that significantly impacts the bottom line. It’s because they’re the first lines of your copy that customers read.
If yours is just like everyone else’s, then your company won’t stand out.
Your customers won’t have any reason to think you’re different than your competitors, which means they won’t have any reason to buy from you than from someone else.
A while ago I visited a blog with this headline: “You’ll Be Missed.” I had no idea what it was about. He had just passed away in the past couple of days, and the author was writing about how she would miss Mr. It ended up being a well-written post, but as a reader, I had no idea what it was about until I clicked through to read.
In cases like this, it’s much better to provide enough specific information to compel readers to continue reading than to write something “clever” that doesn’t give readers adequate information to decide whether or not they’re interested.
They get the attention of e-retailers with “abandoned carts” while letting them know they’ll get “15% more sales.” It’s clear, it’s specific, and it’s effective.If you hang around copywriting circles long enough, you’re sure to read this rule at one point or another because most copywriter’s view getting potential customers to continue reading as the number rule of headline writing.Convincing your customers to keep reading means the time or money you invest in your copy won’t go to waste.Today’s consumers are more savvy than customers of the past. To write headlines like this you have to be willing to take risks, but the benefit of doing something unique that stands out means you won’t be placed in the same bucket as your competition.They’re used to being bombarded with commercial after commercial that says the same thing. If you buy today, you’ll get a free carrot peeler valued at .95.” Businesses use commercials like this because they work, at least on a subset of customers, but many people are turned off by commercial wording they’ve heard over and over again. You’re more likely to connect with customers who are looking for businesses that don’t speak like boring corporate robots.