The latest blog post from LeadPages clearly demonstrates why you want to tweak your headlines for your opt-in offers.
First, whenever you test something, only test one element at a time. That way the winner is clear. Some of the elements to test would be: the headline, the lead, the copy (short or long), the button text, color of the button, placement of the opt-in box.
Here is headline A:
New Book Reveals Rescue Remedies For Retailers
And headline B:
If You’re A Retailer In Need Of Fresh Ideas And Proven Growth Strategies, This New Book Is For You!
Which one gave her a 307% boost in response?
If you said headline “B” … ding-ding-ding… we have a winner!
Do you know why the “B” version worked so well?
Headline “B” is a classic Gary Halbert-style headline. Unfortunately,, Gary passed away a few years ago but was one of the most successful copywriters in the U.S. (There’s a book he wrote called “The Boron Letters” that offers excellent advice on copywriting and direct marketing.)
The style is called “If… Then.” With this type of headline, you are dimensionalizing the problem and that’s what she did. She specifically named a problem and narrowed her niche. When you do this, the funny thing is that someone may say, “Well, I already have ideas and some strategies, but you know what… I could always use more!” This marketer wasn’t talking about HR issues or awards programs (although she may in that eBook), but she nailed a pain point for retailers.
The “then” portion of the headline is where the real payoff happens. She used the magic copywriting word… YOU! This is a surefire winner. Whenever you include “you” in your headlines, you will get attention. By saying “This book is for you!” she promising a solution to the reader for the problem she just mentioned.
Also, making the clam that you are offering “proven” strategies means you have some evidence to back it up
Note: only use “proven” if you can prove something. Sounds elementary but I’ve seen the word tossed around at times without any proof. An easy way to provide proof is with testimonials. Using specific numbers is also an excellent way to demonstrate proof.
Finally, “new” is another magic copywriting word. People are glued to the word “new.” Everyone wants to get in on the ground floor, whether it’s learning about a new product or a new approach.
Play with your copy on a regular basis. If it isn’t giving you the response you want, try tweaking the headline. You just may get a dramatic lift in response such as this customer experienced.