FFR013 - What Headlines Push Your Customers Hot Buttons?
When creating headlines to attract attention you need to be prepared to test a lot of headlines to discover what really pushes the needle for your target market. It’s easy to be lazy and maybe test 2 or 3 headlines for a couple of...
When creating headlines to attract attention you need to be prepared to test a lot of headlines to discover what really pushes the needle for your target market.
It’s easy to be lazy and maybe test 2 or 3 headlines for a couple of weeks and then decide to use the winner and stop testing. Or for that matter not test at all and just guess what you think is best.
The problem with being lazy though is more often than not it will cost you money.
The problem is often what you think is best is completely the wrong angle and it’s only through rigorous testing that you can discover what works best.
Take this split test from 375signals.com (now known as Basecamp) for example. Basecamp sell project management software and in this test (which is featured in Russell Brunson’s “108 Proven Split Tests” book) there are five headlines and subheadlines tested.
So what pushed BaseCamp’s customers hot buttons was SPEED of signing up and also the free 30 day trial... which is not all that surprising when you think about it. If you put yourselves in the shoes of a potential BaseCamp user these benefits make it pretty much a no-brainer to at least sign up and give it a try.
Also, while the original control did mention the 30 day trial in the sub-headline, the main headline was weak and self-serving... with very little benefit to the customer.
Another good point is rather than just A/B testing BaseCamp tested 4 headline combinations against the original control. While it’s true you’d need a lot of traffic to make this work, it’s a great way to find out exactly what works.
So while testing the headlines just requires a bit of tech setup, the hard part of this is to actually come up with the various headline combinations to test.
The great news is this is made really by using a free tool that asks you to answer just 8 questions, and spits out literally dozens of attention-grabbing, money-sucking headlines that stop people in their tracks!