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"New Software Boosts Stockbrokers' Income by 34, 43, even 125% - by Slashing Time Spent Chasing "Dead" Accounts and Laser-Focusing Your Energies on
Big Players"
OK, it needs a bit of work, but you get idea. Some people don't like this type of headline - it's too "hypey". And it's certainly not right for every kind of product or service - but I've had very good success with this type of headline, especially online.
4. Use "cognitive dissonance"
That's a fancy way of saying, make your audience curious. Here's a headline we're testing for a client who sells bumper stickers:
"Do You Wonder How We Can Sell Full-Colour Stickers At A 1-Color Price, with FREE Artwork?"
This type of headline makes people curious - they feel compelled to find answer and relieve a sense of "dissonance" with this apparent paradox.
5. Include some challenging or surprising information
Here's a headline that I wrote for a lead-generating website for a rubbish removal contractor, 1300 Rubbish:
"Fast, Professional Rubbish Removal, Sydney-wide...We'll Pay You $1 Per Minute In Cash If We're Late!"
The "hook" is guarantee. Also bear in mind that most of people who see this headline will have already searched for term "rubbish removal sydney" or similar, so they are expecting to see something related to those keywords.
How are your headlines? Can you use any of above tips to get better response?
Will's academic background is in Statistics and TQM. From Feb 2000 to Jan 2003, he worked for JIMOS Corporation, a Japanese marketing company as they went from $0 to $100 million dollars in sales in 5 years. In 2003, he returned to Australia to establish Marketing Results to adapt his successful direct marketing practices to other industries.
