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Do you need the "Are you" or "Do you" in a headline?

by dlmerriam
7 replies
If you would normally start a question with "Are you looking for ..." or "Do you need a ..." but it makes just as much sense (to me, but to others I'm not sure) to shorten it to "Looking for ..." or "Need a ...", how does that affect open rate in a headline or a short video script?

I'm hoping someone's actually split tested it or seen something about it. When every letter counts

Thanks,
Diane
#are you #do you #headline
  • Profile picture of the author Oziboomer
    Originally Posted by dlmerriam View Post

    If you would normally start a question with "Are you looking for ..." or "Do you need a ..." but it makes just as much sense (to me, but to others I'm not sure) to shorten it to "Looking for ..." or "Need a ...", how does that affect open rate in a headline or a short video script?

    I'm hoping someone's actually split tested it or seen something about it. When every letter counts

    Thanks,
    Diane
    Hi Diane,

    The way you have asked tends to imply that you are leading with the solution in the headline.

    You may want to think about flagging the BIG Problem in the headline and talk about the solution later in the copy.

    Unless you change out "looking" and "need" to be suffer or suffering for example and then state the big problem.

    Are you suffering from Halitosis ?

    Do you suffer with Back Pain?

    Then expand on the pain before you offer the solution.

    You will attract more eyeballs of people who need your solution that way.

    Best regards,

    Ozi
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    • Profile picture of the author dlmerriam
      Yes. What I'm thinking of is headlines or intros along the lines of "Do you need a way to get more customers?" and shortening it to "Need a way to get more customers?" Same for "Are you looking for ways..." to just "Looking for ways..."

      Shorter headlines convert better, but would leaving the something "you" out negate that improvement? I know It'll have to be split tested, but it would be nice to have a guess as to which to use as the control.

      Obviously, I'm new to this, and I may be overthinking it or making a mountain out of a molehill.

      Thanks,
      Diane
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      • Profile picture of the author TjarkHartmann
        Originally Posted by dlmerriam View Post

        Yes. What I'm thinking of is headlines or intros along the lines of "Do you need a way to get more customers?" and shortening it to "Need a way to get more customers?" Same for "Are you looking for ways..." to just "Looking for ways..."

        Shorter headlines convert better, but would leaving the something "you" out negate that improvement? I know It'll have to be split tested, but it would be nice to have a guess as to which to use as the control.

        Obviously, I'm new to this, and I may be overthinking it or making a mountain out of a molehill.

        Thanks,
        Diane
        With all due respect, allow me to smack this crippling disease out of you right now:

        Shorter headlines do NOT always convert better.

        Can they? Sure.

        It all depends on how many words you need to get your target markets attention, and get them reading the next sentence.

        But the number of words in your headline should be the last thing on your mind.

        Okay. I guess I should take a stab at your original topic.

        The "you" is important. If you eliminate the "Do you" or "Are you" then you're gonna have a bad time. Maybe someone else will be kind enough to explain why.

        -Tjarky Boy
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        Tjark: Pronounced like "Jacques" in Jacques Cousteau.

        www.TjarkHartmann.com

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        • Profile picture of the author Alex Cohen
          Originally Posted by TjarkHartmann View Post

          .
          The "you" is important. .Maybe someone else will be kind enough to explain why.
          When a person reads the word "you" in copy, they take what is being said as a personal statement about themselves. Since the headline is stating a benefit the reader will presumably be interested in, that's exactly what you want.

          Over the years, both "you" and "your" have proven to increase response.

          Alex
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          • Profile picture of the author dburk
            Hi Diane,

            I agree with Tjarky Boy and Alex, the word "you" can be very powerful. However, using the word "you" does not always convert better. This is one of those things that you should split test.

            I have learned over the years of conducting marketing experiments that I simply cannot guess correctly all the time, even the most experienced marketers guess wrong on a frequent basis. Seems we are all clouded by our own personal preferences and individual experiences that just don't always bear out in the marketplace.

            By the way it doesn't really matter which headline you use as the control for the initial experiment, you are going to get the correct answer either way. If you are having difficulty deciding then just flip a coin. The important thing is to just get started.
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  • Profile picture of the author dmarc
    As OZ tried to point out, you don't necessarily want to start out with the benefit, so much as you want to start out with the pain/problem.

    Instead of "Do you need a way to get more customers?" maybe try something along the lines of "Do you struggle to get enough customers to pay the bills?" Or, "Is your lack of customers keeping you from the success you deserve?"

    Those aren't the best examples, but do you see the difference? Those headlines highlight the problem and the pain caused by this problem. THEN you present the solution.
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  • Profile picture of the author Kieran D
    Originally Posted by dlmerriam View Post

    If you would normally start a question with "Are you looking for ..." or "Do you need a ..." but it makes just as much sense (to me, but to others I'm not sure) to shorten it to "Looking for ..." or "Need a ...", how does that affect open rate in a headline or a short video script?

    I'm hoping someone's actually split tested it or seen something about it. When every letter counts

    Thanks,
    Diane
    Hi Diane,

    I agree with what others have posted here and just want to highlight it again for you.

    Lead with a Question:
    - Don't worry about the word count and just ensure your subject line leads with a key question/problem for the subscriber.

    Present Solution in Copy:
    - You should then very quickly get to the solution in your copy.
    - Never disappoint a subscriber by not giving them the answer/s they are looking for from the subject line (could lead to unsubscribes).

    You and Your should be Prominent:
    - As others have mentioned here "you" and "your" should be included in your copy to increase conversions.
    - They are proven marketing words.

    If in Doubt Split Test Yourself:
    - As you mentioned people can speculate all they like but until you split test you never really know in regards to a subject line/headline.
    - So do some testing!

    Kieran
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