News
 Making
Good Headlines Even Better
By Jim McCraigh
Successful marketers constantly test new direct
marketing headlines. Even when they think they have
a good one, they keep testing. One small change to a
headline can cause one to outperform another by a
HUGE margin. Let me explain.
Consider an ad tested with these two headlines:
1.) “How to Avoid These Mistakes in Painting Your
House”
2.) “How to Paint Your House Yourself”
Headline #2 out-performed #1 by 16 percent.
Here is another example, same body copy, different
headlines:
3.) “A Warning to Dog Owners!”
4.) “Keep Your Dog Safe This Summer”
Headline #4 out-pulled #3 by 60 percent.
Here is an example of a wildly profitable headline
that ran for decades. Can you tell which one it is?
5.) Do You Make These Mistakes in English?
6.) Do You Make Mistakes in English?
There is only one word difference between these two
headlines. Copywriting experts at the time were
divided 50-50 on which one would produce the best
results. The #5 has the reader wondering if they
make those mistakes, a possible source of
embarrassment. Or they may read it to prove to
themselves that they are actually in command of the
English language and feel better about themselves.
The second asks a question that can be answered with
a simple yes or no, and does not engage the reader
beyond that. As you correctly guessed by now,
headline #6 was a flop. Headline #5 went on to
become a huge moneymaker over many years for the
company.
The key to improving your headlines is to TEST,
TEST, and TEST! Split testing is the most common way
to test headlines. Sure, you can show them to
employees and friends around the office for some
directional feedback, but you’ll never be sure which
headline will actually outperform another without a
true market test.
For example, a direct mailer can be tested by
printing half with one headline and the other half
with another. Use a code on your materials to track
results. (Ask buyers for that code when accepting
orders). Keep quantities mailed small at first until
you are able to clearly identify which one works
best. That way the bulk of the mailing can enjoy use
of the best headline. (This is usually 5000 or fewer
pieces or emails.) Change only the headline when you
test, nothing else, not even the weight of the
paper, day of the week, or ink color – or you won’t
be able to accurately tell what caused any
difference in response.
When you think that you have a really good headline,
run with it for a while. Then test it against others
at some point see if you can find another that
outperforms it. Top marketers will continually test
even top performing headlines to see if they can
improve upon there success! If you are really
serious about testing your headlines, create a fresh
point of view by using a second copywriter to
develop alternative headlines! Never be satisfied!
--- Jim McCraigh is the author of “How to Write
Words that Sell.” His website is McCraigh.com.
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Melissa Data
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