Do you know what is the easiest way to improve any business? It costs 0 dollars, a small amount of time and still most businesses overlook this crucial element.
It’s fixing your headline. It doesn’t matter if it’s in email, ad, article or website. You could have the best ad ever, but if it has shit headline, it’s dead. Because there’s nothing to hook people and make them continue reading/watching.
The best example for this is the fact that on average you see 6000-10000 ads in one day. Feel free to google this. And how many of these do you remember? Maybe three.
That’s because their headlines suck ass. Your brain takes a few milliseconds to see if something is worth attention. When it’s not, it says “No no, this boring. Scroll down.”
It all happens so fast so you aren’t even aware of it.
How to know if your headline is good or bad
That’s actually quite easy. Take these headlines for example:
“In for a DOLLAR”
“Meet Miguel - our lead carpenter”
“A new era begins TODAY”
Do you think your brain would say “Yes, interesting. Read further.”
Of course it wouldn’t. There’s nothing remotely interesting about them. They don’t say anything.
They are like parasites. You feed them with your money and they just suck every cent out of your marketing budget. And then die. RIP.
There’s a simple test you can use to check whether the headline is absolute shit or not.
What you basically do is ask yourself: “If I had only this headline and a CTA, would I get any conversions?”
If you don’t know what CTA is, it's the part where you tell the reader what to do next. Like visit a link or book an appointment.
And if the answer is no, that means you should change your headline. Not only change, but you should absolutely destroy every existing memory or proof that it ever existed.
“So how do I write realyyyyy good headlines”
Easy, you just continue conversation in their minds.
You answer their needs.
You don’t have to read minds for that. But you have to know your audience. You have to know who you are selling to.
When you know their problems, what they desire or need, headline writes itself.
Here’s what I mean:
Let’s say you are a real estate agent. Your audience are people who want to sell their house.
Preferably quick.
You know their needs, you know what they are thinking.
And there’s your headline: “Your Home Sold Quick. Guaranteed.”
Yes you can make it even better, but this is still better than 97% of real estate ads.
This will actually make people read. They are thinking “I just want to sell this damn home already” and then they see this. That’s what I call resonating with your audience.
Here are some examples of great headlines:
“Get More Clients Without Increasing Ad Budget”
“Four Little Known Tricks To Get Higher Mortgage”
What I want you to do now is to apply this knowledge to your existing headlines. It really won’t take much time but it will give your marketing an immediate adrenaline shot.