One of the most powerful things that you can do when Advertising Strategies is to test different headlines. There’s an old saying in advertising – the headline is the advert for the advert. In the modern world of digital marketing, the headline serves as the advert for the webpage, blog post, social media post, and email. Insured headlines are incredibly powerful.
Changing or testing headlines can play a significant part in changing the results of your marketing efforts. I’ve experienced cases where changing a headline doubled or tripled response rates.
For instance, a new client approached me with an advert in a glossy magazine, reaching 30,000 people in the public sector monthly. The advert showcased a fantastic waste recycling machine with an automated process. Surprisingly, the headline used was the company’s name, which no one had heard of, as they were a Spanish company newly established in the UK.
When asked why they used the company name, they said, “to increase brand awareness.” The advert cost £2,000 per month for six months, totaling £12,000 with zero leads. I proposed a choice between brand awareness and lead generation. They opted for lead generation.
In just 10 minutes, I changed the headline, and the next month they made £5,000,000 in sales, selling two machines and gaining five leads from the advert. A remarkable return on investment for 10 minutes and changing seven words on a headline. Something worth pondering?
Often, businesses give up when they are just a few small tweaks away from that pot of gold! Imagine if I had charged them a commission. Food for thought, isn’t it?