Hello, fellow person whose job it is to build content engagement.

Let’s talk about the importance of page taglines (title, headline, whatever you want to call it).

The single purpose of a headline is to hook the attention of your readers, so that they become willing to spend more time interacting with your content.

Your Call To Action is moot if they never even get that far.

By the way, this also applies to email subject lines - you have to convince recipients to even open it. Follow this guide and watch your open rates rise.


This is not an article you want to skim.

It's pretty much a coaching session written out, so set aside some time to cover it thoroughly, make notes, and let us know what questions you have.

Use the Pocket link to read later if you like.


How to Start

Writing headlines can be tricky, but there are some formulas and tools to help us out.

Let's begin with some introductory thoughts to help frame our mindset:

Perhaps you have too many ideas, and can’t seem to focus on one and get started?


  • Who will be viewing this content? What concerns do they have?
  • What problem are they trying to solve? How would you speak to this person in a conversation?
  • Use emotional appeal to help them visualize what you can help them achieve
  • Fewer issues, less stress
  • Keep their perspective top of mind, use language they can understand.
  • It is not about your company, it is about the customer's goals and desires!
  • Hook them with this, and only then do you go into details about how you can be the solution.
  • Ego has no place here - let the data speak. The reality of how prospects are influenced by what you are testing matters more than which variant the team likes best, period.

Headline Formulas

There are lots of methods / formulas available, so it doesn’t have to be difficult to get started.

Here are some common formulas along with a couple examples for each one.

Not saying they are amazing, but should give you some ideas:


"Have a / Become a (Desirable Thing) you can be proud of" : self-image driven

  • • "Build a business to be proud of" tested well for our audience.
  • • "Become a professional with skills you can be proud of."

"We do (X) for (Y)

  • • "We help offices stay fresh" (cleaning company)
  • • "Acme helps keep construction sites safe."

"Finally achieve (XYZ)

  • • "Finally achieve financial independence"
  • • "Finally organize your data"

"Be the (ABC)

  • • "Be the confident financial professional."
  • • "Be the go-to expert in your industry."

More formulas and guides - https://copyhackers.com/?s=headlines


Remember

Focus on positive outcomes, rather than avoiding negativity.

People don’t buy products, they buy better versions of themselves / their business / their department.

It will take time to find what works best.

Ideas come from a variety of sources, and are not on-demand.

Even after you've run an initial test (details on how to do so at the end), it's always fine to run another with new ideas.

In fact, doing so at least annually will help you keep up with changes in the popularity of terminology, changes in your target demographic, etc.

Optimization is an ongoing process.


Tagline Examples

Long but effective tagline

This one is lengthy, but that is okay because it works!

The image doesn't have anything to do with their service, but does match their primary demographic (students).

That's fine, you want to make them feel welcome, then steer them towards your solutions.



Concise marketing headline

Zoom's headline is concise, and immediately appeals to a primary concern for larger organizations struggling to maintain consistency.

Inspiration for this likely came from customer and prospect feedback.

The more feedback you can get, the better!

Who better to talk to find pain points, language used, and desired outcomes?

Customer interviews can have a huge impact on business success.


Testing

Google Optimize is an amazing tool for testing multiple headlines without having to set up a bunch of time-consuming A/B infrastructure.

The best part is if displays actionable reports and tracks all the relevant statistics for you.

Integration with Google Analytics will allow you to see which headlines provide the best interaction with you site.

Selecting goals that will provide meaningful insights can be tricky if you haven't done it before.

Nexus can help with that, of course.

For email subject lines, most platforms offer A/B testing and reports.

The data won't be as detailed, but you should still see a difference as long as your sample size is large enough.


Thoughts or questions? Let’s Talk.


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