The first thing you need to know is the #1 rule for headline writing: The primary purpose of the headline is to get the first sentence read.
Open rates were nearly identical and the e-mail creative was exactly the same for both versions, but click-throughs went up by 46% in the second.
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.
And that’s why we’re devoting an entire chapter to headlines.
By following the points in this chapter, you’ll learn how to write attention-grabbing headlines that convert readers into buyers.
This leads us to another famous Ogilvy quote: “It follows that unless your headline sells your product, you have wasted 90 percent of your money…” Ogilvy believed headlines were so important that he viewed them as being worth 90% of the money invested in advertising. Headlines are so important that a single word can impact a campaign dramatically.
We’ve seen e-mail subject lines where a one word change increased click-throughs by 46%.We’d rather give our money to someone we like than someone we don’t.Butchers and other local service providers used to differentiate themselves by being more personable, and you can differentiate yourself by giving your business a personality that appeals to customers.Convincing your customers to keep reading means the time or money you invest in your copy won’t go to waste.So first, focus on writing a headline that pulls your customers in and compels them to read the first sentence. They’re taught as the “four u’s” of headline writing by a number of copywriters.If you sound the same as everyone else, you’re automatically going to put customers to sleep, but if you do something different, you’ll stand out, your message will be refreshing, and you may delight your customers enough to get them to buy from you. It’s not a boring tagline that reads the same as the thousands of other taglines that copy each other. People like to do business with people they like, and the same is true with businesses.