Gary Vaynerchuk did this with Wine Library TV, and Brian Clark did this with Copyblogger.
Convincing your customers to keep reading means the time or money you invest in your copy won’t go to waste.
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.
Even if the rest of the copy is amazing and would convince 3 out of 10 people to buy, if the headline puts them to sleep, only a fraction of the customers who would have bought something will read your copy and make a purchase.
The headline alone can make or break an ad, homepage, or e-mail subject line. If the headline pulls readers in, you’ll make more sales; if not, you’ll be left wondering what happened.
They’re used to being bombarded with commercial after commercial that says the same thing. If you buy today, you’ll get a free carrot peeler valued at $19.95.” Businesses use commercials like this because they work, at least on a subset of customers, but many people are turned off by commercial wording they’ve heard over and over again. You’re more likely to connect with customers who are looking for businesses that don’t speak like boring corporate robots.
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.
That’s a measurable difference that significantly impacts the bottom line. It’s because they’re the first lines of your copy that customers read.
They create an initial impression that either draws readers in or pushes them away.
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.