“I never ‘roll out’ with an offer without several headline tests. Reason? With exactly the same body copy, the winning headline alone can pull 8 to 15 times compared to the losing headline.” -Ted Nicholas
“Just by changing a headline in an ad, you can improve the pulling power and the results of that ad by up to 21 times.” -Jay Abraham
This is Why You Spend so Much Time Crafting Your Headline
“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.” – David Oglivy
This Is Why You Watch Your Headline Language…
“I once used the word OBSOLETE in a headline, only to discover that 43 per cent of housewives had no idea what it meant. In another headline, I used the word INEFFABLE, only to discover that I didn’t know what it meant myself.” – David Oglivy
And Here Are Examples Of Headlines Gone Bad
True, these are from the news, but they still illustrate the importance of not only getting a headline that pulls readers into the copy, but of also making sure your headline doesn’t harbor a hidden meaning…
“Tiger Woods plays with own balls, Nike says.”
How does Nike know that?? :-0
“Police arrest everyone on February 22nd.”
Really? Then who wrote the story?
“Federal agents raid gun shop, find weapons.”
in a GUN shop??!
“Statistics show that teen pregnancy drops off significantly after age 25” Wouldn’t that be after age 19??
And breathing drops off significantly after death, I’ll wager.
“Threat disrupts plans to meet about the threats”
But what about the threats?
“Alton attorney accidentally sues himself”
That musta hurt
When marketing your small business offline or online be sure and test your headlines. If you use direct mail, advertising or other media you need to make sure you are not wasting time and money with your small business marketing dollars.