How a 30-second "change" doubled my client's sales
I was wondering... how many headlines do you guys and
gals give a client when sending over your finished copy?
I've been marketing online since 2001 and can remember
always testing out different things on my sales pages.
And honestly, in almost every single case... the one
thing that made the biggest difference (positive or
negative) was the headline.
I've changed headlines that literally quadrupled conversions,
and I've put up headlines on my sites that sunk conversions
like a rock.
But again, for the most part... testing out different
headlines have made the most difference in conversions
and sales.
So, something I've often times done is send over
5 different/alternate headlines with a sales letter...
and advise the client to test some of them out.
I'll write at least 10, but send over my top 5.
Well, i got an email from a client this morning
who was over-the-moon happy about a headline
he had recently tested.
His sales doubled, from a headline change.
It kinda surprised me... but not really, since
I remember back to those early days in 2001
when I would test out a new headline almost
every week.
Before hiring me, his headline was some bland,
boring generic headline that I see a lot of.
He sells a product in the financial/stock trading
niche.
So... I sent him 5 new headlines to test.
First few weeks, I hadn't heard from him so
I didn't really think much of it.
Then today he emailed me, telling me
he had tried out one of the new headlines
last week.
It went something like this...
How to Turn $5,000 into $1 Million With these
3 Stocks Below..."
His headline before was the typical "How to Become an
Expert Trader and Make a Ton of Money" blah, blah
blah.
Anyways, he said he was floored by the increase
in sales and conversion, simply with a new headline.
But again, I wasn't that surprised... only because
I've seen the difference that headlines can make.
I've been copywriting since 2001 and have probably
worked with close to 300 clients now... and the biggest
changes in sales and conversions almost always
comes as a result in headline work.
So I'm wondering... how many headlines do copywriters
typically send over to their clients? I'm gonna start
sending 5 or more religiously... simply because of this
reinforcement of how important headlines are.
gals give a client when sending over your finished copy?
I've been marketing online since 2001 and can remember
always testing out different things on my sales pages.
And honestly, in almost every single case... the one
thing that made the biggest difference (positive or
negative) was the headline.
I've changed headlines that literally quadrupled conversions,
and I've put up headlines on my sites that sunk conversions
like a rock.
But again, for the most part... testing out different
headlines have made the most difference in conversions
and sales.
So, something I've often times done is send over
5 different/alternate headlines with a sales letter...
and advise the client to test some of them out.
I'll write at least 10, but send over my top 5.
Well, i got an email from a client this morning
who was over-the-moon happy about a headline
he had recently tested.
His sales doubled, from a headline change.
It kinda surprised me... but not really, since
I remember back to those early days in 2001
when I would test out a new headline almost
every week.
Before hiring me, his headline was some bland,
boring generic headline that I see a lot of.
He sells a product in the financial/stock trading
niche.
So... I sent him 5 new headlines to test.
First few weeks, I hadn't heard from him so
I didn't really think much of it.
Then today he emailed me, telling me
he had tried out one of the new headlines
last week.
It went something like this...
How to Turn $5,000 into $1 Million With these
3 Stocks Below..."
His headline before was the typical "How to Become an
Expert Trader and Make a Ton of Money" blah, blah
blah.
Anyways, he said he was floored by the increase
in sales and conversion, simply with a new headline.
But again, I wasn't that surprised... only because
I've seen the difference that headlines can make.
I've been copywriting since 2001 and have probably
worked with close to 300 clients now... and the biggest
changes in sales and conversions almost always
comes as a result in headline work.
So I'm wondering... how many headlines do copywriters
typically send over to their clients? I'm gonna start
sending 5 or more religiously... simply because of this
reinforcement of how important headlines are.
- Jack Trout