We’ve seen e-mail subject lines where a one word change increased click-throughs by 46%.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.
David Ogilvy summarizes this quite well in the quote above.
The greater majority of people who read your headline won’t continue reading.
We can all remember watching a commercial with lines like, “Buy now with three low payments of .95. As soon as they hear, “Three equal payments of .95,” they tune out waiting for something that seems more credible. It works first and foremost because it has personality.
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.
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.
The four u’s: You can rarely accomplish all four in a single headline, but if you can at least include one or two then you’re bound to write a headline that’s more likely to compel your prospective customers to continue reading. The first thing you want to consider is how to make your headline unique.There are a few all-purpose adhesive sprays that help on this.Unless it is a very minor case of it hanging, you will need to get some hooks to do the heavy lifting first.If you hang around copywriting circles long enough, you’re sure to read this rule at one point or another because most copywriter’s view getting potential customers to continue reading as the number rule of headline writing.Convincing your customers to keep reading means the time or money you invest in your copy won’t go to waste.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.