Even though this is tailored for marketers, these are powerful concepts for anyone. We sell our ideas to our bosses and teams every day. Thank you for this information!
You are wise to see the underlying application. Anyone who lives within the social dynamic must influence conclusions to survive. This is marketing at its fundamental level.
Debra, you may want to see the advice I gave Curtis... But I would change the tone. The phase "your news your way” is sales language that I think fails to communicate with enough instant clarity. Your opening word is strong and you are moving in the right direction.
Sir, you are an incredible teacher. Thank you for sharing some of the most meaningful and actionable marketing content I've ever discovered. I want you to be my mentor.
Every Word matter. Best explanation to select the eye catching Headlines.
2 роки тому+2
What I like the most from your videos is how you disect every marketing element into steps to produce more effective response from prospects. Just curious to know when or how did you decide to view marketing from a grammar perspective,? is like NPL at the simplest form to write effective headlines.
Great insights here. Thanks for this fast lesson 😎 A couple things to keep in mind for website meta titles. A. Meta-title pixel length limit B. The need to immediately satisfy user search intent of query-driven search engine results. You need to mention the keyword early, so the searcher knows this is the result they're looking for.
How many people google "savings on print digital (publication) package?" I don't know but am thinking you do, BR. The assertion sounds hubspotty to me. Got a case study?
The four words to value rule has given me loads to think about how I could be writing much more effective headlines. I also love that phrase 'seeing through the eyes of the customer' as a way of diverting attention away from your own preconceptions.
It's a ten minute video, and I spend 40 minutes taking notes and answering the questions! Thank you MECLABS. I will get back to you with my best guess. Right now I now I have to write an SMS based on all great stuff.
Effective headlines are definitely important for drawing in engagement and catching attention. You really break it all down easily and give a lot of perspective
Hi Flint, thanks for another great video. Here's my crack at the headline - "Your news delivered your way for one low price" or "Get the news you want, delivered the way you want it - for one low price."
Curtis, I like the first four words especially. But I would be clearer about the low price when possible. I would also try to communicate with the same tone that you would use if you were explaining a superb offer to a friend. That doesn't mean your headline wouldn't beat the control. I think it would.
Another great one 👏 Loved the breakdown of "we sell unfair". Words have associations we need to be aware of. Here's my crack at the headline.... 'Get your daily news delivered to your door and your device, for one low price'
Adrian, this is a better headline than the control. I would use modifiers to intensify its appeal. I'm teaching how to do this in the next session. Either way, you made a significant improvement.
Best package to Your Door and Device. One LOW Price. I'm thinking the brain fills in a lot of the words here. Can't tell w/or testing. Also assuming image can present components in package.
this was really insightful, thank you. Turns out you can really make a world changing difference with just proper structuring of a headline's first 4 words!
Excellent session on writing effective headlines Flint. I love the rapid fire examples. Its astounding to me that just swapping the order of a few words can have such a tremendous impact on a headline's attention-getting effectiveness. I believe I've already seen the case study related to "Home Delivery + Web + Mobile + Tablet = One Exceptional Offer". New York Times or Washington Post? Looking forward to being reminded as to what the winner was. If I'm just foggy and don't remember clearly, then looking forward to learning what the winning headline was.
Words are thought containers. This combination of thought containers produces a signal set. A tiny variation of the frequency can produce a significant difference in outcome.
Your content is amazing. Already subscribed to your channel and practicing these religiously. You present it so simply that even those sophisticated concepts seem so simple.
@@FlintNotes Thanks for the feedback. How about this: Get Daily Home Delivery And Immediate Web, Mobile & Tablet Access, for An Unbeatable Price! Oh yes! I will watch and study the next session.
Your focus on analyzing and suggesting a structure is so helpful to me. As I tried to craft headlines for my own services, I struggled. Because of this FastClass lesson, I realized I indeed putting myself as the subject (I can meet your technical writing needs) in the first four words of my communications. Now I'm trying "Get writing help when you need it" as a first step. I do not know how I might test different versions, but already I like it where it's going.
Hey, I really enjoyed the video and it has some great tips. One thing that really caught my eye is how you mentioned in passing to write your first 4 words when maximum conversion occurs!
Astounding lesson on how to write effective headlines literally explained in 10 minutes! You have given me such a better understanding of this marketing topic, thanks!
Thanks for another insightful session Flint (ofcourse, also to the team!). Here is my headline using your thinking process to my best ability: Get instant access to the latests news, anytime and anywhere. Look forward to learning from your feedback. Much love.
Thought of reducing it to Access the latest... or Get the latest... Could try: All the news you need. Anytime anywhere. Save NOW! The payoff graphic can do half the work.
I'll give the challenge a go, but dang is that the vaguest offer I've ever read haha Challenge attempt: Upgrade your internet experience from the comfort of your home You could substitute "Internet" with "connection", "virtual", "device" and/or something along those lines. That's where knowing more about the offer will help a lot more
Just read a few comments; didn't think of it as a news delivery service. Here's another attempt with that in mind: Delivering your daily news in any way you want it
I want to help you with this headline. Forgive me, if I sound too critical. I would shy away from words like “upgrade”. It is vague and too technical and doesn't offer the end result. It is a means, rather than an end. As I look through your headline, I think I understand that you did not fully grasp the offer. This is the fault of the original headline not of you.
@@FlintNotes Thanks for the feedback! I'll keep note of words like "upgrade" not adding much value to the copy. The telco companies near me keep using it in their ads that I felt it was a normal thing. Thanks again for the feedback!
Well said... This is much better than than the control... If I would try to improve it, I would tighten up the prepositional phrase. I will teach more about this in the next FASTCLASS.
Very informative and really helps one see how words affect us all,and i used to live in Fiint ,Mi. and anybody who name is Flint is alright in my book.
Thank you for all this wonderful content @FlintMcGLaughlin. Re 2:31: Isn't the fact that B contains 'your" a confounding variable? How are we necessarily attributing B's over performance to the verb "get" rather than "your", or the combination?
Kathy this headline is above average. You would strengthen it by improving the intensity of the modifiers. For now, I would just concentrate on the first four words. Think about how to pack them with the most value. For instance the word "today" is helpful but not rich with appeal.
Here's my crack at the headline homework: Get The News You Trust Ad-Free at Home or Any Device for Less Than Your Morning Coffee. Order by DATE for Free Delivery to Your Home or Office.
Praphulla, this is a good headline. I would add another modifier in the beginning. This might intensify appeal. The words after the hyphen may hurt your headline. The point of the headline is not to sell the product. You are selling attention. You are trying to win their engagement with the conversation below. if you ask for too much too soon, you may lose the prospect.
Much better than the first... well done... I would work on improving the modifier (the last three words). It is prepositional phrase that does not add value. What is the offer? In the next FASTCLASS I will teach how to form predicates and improve modifiers... For now, I will give you a hint :) Use modifier's to intensify or clarify appeal.
I like the simplicity and the clarity... I think it's power is probably dependent on a sub-header or a graphic that demonstrates the value of the offer.
This is a major improvement over the original. I would be careful about the location of the word FREE. But I like your capitalization which I think helps create visual impact despite location of the word in fourth place. Well done.
Chan, I hope this candid feedback helps... Your first two words are solid. Your third (exceptional) is too vague... What happens after the equal's sign copies the control's approach and it relies too much on the prospect working to understand (they symbols are not clear). Does this make sense. In the next FASTCLASS, I will break down predicates and that could help you understand more...
@@FlintNotes so we should also clarify our headlines just as much as our main copy? I.e: Get Your FREE Home Delivery OFFER When You Purchase A Tablet, Mobile Or Web Services.
This headline is good. It may be better than the winning treatment that we tested. But here is a key: if you can find one powerful word to replace an unnecessary phrase, do so. If you use a powerful modifier then you might get to the point faster. It could make the last half of the sentence unnecessary.
@@FlintNotes Thanks Flint. I'm going to take your point and see what I can create. This is Todd Keeling by the way. I'm always learning and progressing from your work and teaching.
Steve, this is a start... I like the first word. I think the modifier "Exceptional" needs to be sharpened. It needs to be more specific. I would change the word "offer". It positions the direct object as a sales term. What does the offer get them? They don't want an offer they want a... (you tell me). :)
This is better than the original (well done), but I think you could strengthen it with modifiers that add clarity and intensity (see the next FASTCLASS).
@@FlintNotes The context matters a lot. As I read through people's efforts, they got to seeming more like a prompt on a landing page and less like the headline on a mailer or the subject line in an email. It matters if the prospect is already leaning so far forward they're about to fall over or is walking by some distance away on a busy day or scanning down an IG page. As the tries got shorter I fell into offering how to say the same thing with the fewest words. Adding more attention-getting words can be very appropriate when we're getting going from a standing start.
Greg, I'm interested in your choice of the word “read”. Does it imply work or value. It might be better if we described what they would get from reading... I think your point after the period could make an excellent subheadline. I'll be teaching about sub headlines when I get to the second micro-yes in this series.
Just getting to these videos. I’m about 8 months late but hey! Here’s my thoughts. “Never miss a story with unlimited access to the NY Times at home or in the go!”
The headline you requested: "Enjoy Instant Access to Home Delivery + Web + Mobile + Tablet (All-In-One Exclusive Offer) and Join Over 10 Million Happy Customers!" The verb "Enjoy" creates an understood subject. It could also be "Get". The modifier "Access" provides clarity. The modifiers "Instant" and "All-In-One Exclusive Offer" intensify the appeal. The end of the sentence creates a sense of credibility via social proof.
The above headline can perform well. However, an alternative approach could be a story or advertorial to sell the benefits in a less salesy way. We can attract a very top of funnel cold audience this way-the masses of America. Hundreds of millions of people-those who are just simply problem aware and don't know you or your product yet. The above headline might still work well for a top of funnel cold audience; however, will it have the highest engagement rates and ultimately lowest cost per acquisition on an advertising platform like Facebook? Will a 100% cold audience believe it or feel its relevant within the first four words? (Powerful question that popped into my head this second and was literally the reason you mentioned why a headline that doesn't have an understood subject could actually work better!!!) The below headline could be for an article style landing page that outlines the benefits and leads to a call to action. (Assuming we're talking about some kind of newspaper here). 10 Million Newspaper Enthusiasts Get All-In-One Access To Home Delivery + Web + Mobile + Tablet In Never-Before-Seen Exclusive Offer We could also use geolocation and make the headline relevant to the individual in terms of where they live or their US state. e.g. Californian Newspaper Enthusiasts Get... (Specificity or being specific increases relevance and engagement rates. ..... ) Moving to an article underneath on the benefits and why this is better than all the competition-explanation to the degree of believability in your gut. You must understand the value compared to the competition once we have a highly motivated individual. Conveying this message with specific, verifiable, and quantitative facts or information, sequenced, layered, and simplified towards an enviable conclusion (they need to take advantage of this offer and do it now). This approach is powerful because at the centre is credibility (in the first four words), or in other words, X amount of people just like YOU have taken up this offer and have been happy! It's not just a theory but rather a case study. People are sick of theory. They want different. In a world with so much hype, letdowns, and marketing messages pounded in people's faces, this kind of approach can provide the interestingness, freshness, hope, trust, and credibility that a simple "understood subject" headline simply can't touch. I feel both have their place, and I'm in love as much with the understood subject headline (YOU as the implied subject) as I am with the other approach (X amount of people just like YOU have already found success with this solution). Thanks for your spectacular work, Flint! I'm a different human being because of the discipline and science you've taught me and shaped me into within the world of marketing. It was an essential piece that has allowed me to take your ideas and mix them with mine and allow me to give back to the world and you where I can.
Jack, it's interesting how you combine the opening word from the last headline that we analyzed in these comments. That is a smart move. I would look for modifiers that keep you from having to spell out all the forms of access... I have rarely seen symbols like the + work in experiments. There are always exceptions of course.
Jack, thank you for the thoughtful reply. In my experience, credibility matters only after clarity. The headline proposed in the 4th paragraph might work, but I have had difficulty achieving the highest quality conversion (HQC) with this approach. While I think it could be a fascinating test, it might work better as a subheadline. The combination of the two approaches in a headline and subheadline could yield powerful results.
@@FlintNotes I did do that, haha. Yes, I didn't really like the symbols too! However, without full context, it was hard to guess what else to write without being potentially very wrong. A lot of headline writing does come down to knowing the full context or different emotional triggers of your ideal audience.
@@FlintNotes It was very thoughtful; Yes, Flint, haha. Yes, it would work very nicely as a sub-headline! I like that. I do agree about the highest quality conversion and attracting the people who truly understand what you have to offer. I guess the argument would possibly be if we could achieve sufficient clarity and then extreme credibility in a single headline or 4-8 words -where a simple, understood subject headline by itself only provides clarity to a degree. (People might not even bother engaging further because they just don't believe you in the 2-6 seconds they've heard your claim and everyone else's claims that never came true. People are SICK of claims. They want evidence arguably right away and also hear things in a non-pushy manner within certain contexts). I also think a headline like I proposed calls out the audience directly in the first 4 words. This is going to get attention for certainty, and then it leads to what you can do in a way where many people have successfully gone before you (clarity + credibility in one). So the moment you understand it, the credibility has already been established. It's a case study. It's interesting to read. It's a fresh angle that can perform better simply because it's fresh. It's the idea of a news article and advertorial that takes it from a sales pitch to something more engaging on a social media feed. (Taking someone from non-buying mindset to buying mindset in one go). So I really think it's dependent on the context (you need to have a product or value prop that's special and newsworthy). It's contextual to social media and pattern interrupts, rather than intent-driven like Google PPC. I've seen your principals work time and time again. I guess I love thinking and testing new ideas. For example, this kind of news article would work amazingly well (as a presell), leading to a landing page with the understood subject headline. Do you feel in pretty much all cases, the "understood subject" headline would work outperform if worded correctly? I know you said the headline "The #1 On-Demand Business Software" won because of this: "In this case, the prime mover was a consistency between the message in the channel and the landing page (the technical term is continuity)"... but if it's due to continuity, surly what you were making it match has an underlying customer insight? I'm trying to really understand why a headline like that can work better. Why do headlines other than the powerful understood subject that communicates value fast work better in some cases? (I'm stress testing and truly trying to burn down the implied subject headline I love so much so I can love it even more). Eugene Schwartz, who wrote Breakthrough Advertising, talks about how a simple claim (e.g. Lose X Pounds In X Days) loses its power once a market becomes more sophisticated. It needs a fresh appeal, mechanism, or sense of credibility initially. So I know there is something here, and it's hard to stop searching and learning. Here are some quotes from you from the notes I wrote years ago. "Design B is conversational. Potentially more clear. However, it's so informal that it doesn't feel as credible." "Design A lays itself out in a different way; it feels like an official policy of the business. Based on structure and visuals. So we conclude it's more creditable. " "If this is the case, then this means design A should win. Due to it being sufficient in both clarity and credibility. " "Think about that, 167% increase in conversions. These principles can be applied to every part of our lives. " "Suppose I tell you something very clearly? But you don't believe it. Does the fact I was very clear matter much at all? Not really. If I tell you something that you understand and believe, you can see that's better. Can I believe it before I understand it? No, you can't. So there is a preeminence for clarity. Even with you needing both to be truly effective in your messaging" - Flint
Excellent video sir! Can you apply these principles to event reminders for your customers and not just sales or promotions? "Get First-Hand/Unlimited Access to Today's [X THING] at [NAME OF SHOW]" ??
Good motivation to guide customers to a call of action and how it can benefit them.
Even though this is tailored for marketers, these are powerful concepts for anyone. We sell our ideas to our bosses and teams every day. Thank you for this information!
You are wise to see the underlying application. Anyone who lives within the social dynamic must influence conclusions to survive. This is marketing at its fundamental level.
Another great FastClass lesson!
Revised headline...Get your news your way at any time - delivery, web, mobile, or tablet + one exceptional offer!
Debra, you may want to see the advice I gave Curtis... But I would change the tone. The phase "your news your way” is sales language that I think fails to communicate with enough instant clarity. Your opening word is strong and you are moving in the right direction.
Thank you for posting these impressive videos. I would love to learn more about more headline effectiveness tools.
Awesome Infomarmation. Thanks
Sir, you are an incredible teacher. Thank you for sharing some of the most meaningful and actionable marketing content I've ever discovered. I want you to be my mentor.
Thank you, your words inspire me.
DITTO
I like this topic, it is very interesting and useful, it generates good results, thanks for sharing this valuable information
I always have the worst time coming up with effective headlines. I appreciate this video and will be watching for more from you.
Excellent work Flint. The depth of analysis is second to no-one. Please keep making videos.
Knowing how to write/say the first words is super important and you sir taught it to me very well during just a 10-minute video. Thank you.
Effective headlines are the key to success! Less than 2 seconds to capture attention so you have to do it right. Great content as usual.
Another exceltional video, so much knowledge in just 10 mins
Honestly, I am enjoying the way you pick your explanation, you've got in-depth knowledge of what it takes to put up effective headlines.
I appreciate that!
Every Word matter. Best explanation to select the eye catching Headlines.
What I like the most from your videos is how you disect every marketing element into steps to produce more effective response from prospects.
Just curious to know when or how did you decide to view marketing from a grammar perspective,? is like NPL at the simplest form to write effective headlines.
people dont realize how much momentum the first four words build, great video explaining the importance of capturing the customer right off the bat
Loved this. Have watched twice now making notes on the second time round. Here is my attempt... Get All You Need, When You Need To All Your Devices
:) I love when I discover someone with a hunger to learn
Great insights here. Thanks for this fast lesson 😎 A couple things to keep in mind for website meta titles.
A. Meta-title pixel length limit
B. The need to immediately satisfy user search intent of query-driven search engine results. You need to mention the keyword early, so the searcher knows this is the result they're looking for.
I think you make excellent points. I would only add this: conversion should prioritize SEO. And clarity trumps persuasion.
How many people google "savings on print digital (publication) package?" I don't know but am thinking you do, BR.
The assertion sounds hubspotty to me. Got a case study?
The four words to value rule has given me loads to think about how I could be writing much more effective headlines. I also love that phrase 'seeing through the eyes of the customer' as a way of diverting attention away from your own preconceptions.
I've been looking for a long time for a good video on how to get maximum conversion, and yours is really something good! Thanks for sharing
Good effective headlines can really get new visitors.
It's a ten minute video, and I spend 40 minutes taking notes and answering the questions!
Thank you MECLABS. I will get back to you with my best guess. Right now I now I have to write an SMS based on all great stuff.
I appreciate your enthusiasm Michael. I'm looking forward to seeing your headline.
@@FlintNotes Effortless access on all devices and paper home delivery for your comfort and pleasure, the NYT.
Well said... I would like to test the word “ effortless".
@@FlintNotes thanks Flint. Many Condolences
Effective headlines are definitely important for drawing in engagement and catching attention. You really break it all down easily and give a lot of perspective
:) Thanks
Hi Flint, thanks for another great video. Here's my crack at the headline - "Your news delivered your way for one low price" or "Get the news you want, delivered the way you want it - for one low price."
Curtis, I like the first four words especially. But I would be clearer about the low price when possible. I would also try to communicate with the same tone that you would use if you were explaining a superb offer to a friend. That doesn't mean your headline wouldn't beat the control. I think it would.
Thanks Flint!
Another great one 👏 Loved the breakdown of "we sell unfair". Words have associations we need to be aware of.
Here's my crack at the headline....
'Get your daily news delivered to your door and your device, for one low price'
Adrian, this is a better headline than the control. I would use modifiers to intensify its appeal. I'm teaching how to do this in the next session. Either way, you made a significant improvement.
@@FlintNotes Thanks, Flint. Appreciate your response and generosity. Looking forward to the next one!
Best package
to Your Door
and Device.
One LOW Price.
I'm thinking the brain fills in a lot of the words here. Can't tell w/or testing. Also assuming image can present components in package.
this was really insightful, thank you. Turns out you can really make a world changing difference with just proper structuring of a headline's first 4 words!
Excellent video as always, Clint! You perfectly summed up everything we need to know on how to create effective headlines.
Glad it was helpful!
Always like the marketing tips i learn on this channel, and i agree that an effective headline is so important in capturing an audience.
These are really effective headlines which were fun to learn about. Thanks for sharing!
Excellent session on writing effective headlines Flint. I love the rapid fire examples. Its astounding to me that just swapping the order of a few words can have such a tremendous impact on a headline's attention-getting effectiveness. I believe I've already seen the case study related to "Home Delivery + Web + Mobile + Tablet = One Exceptional Offer". New York Times or Washington Post? Looking forward to being reminded as to what the winner was. If I'm just foggy and don't remember clearly, then looking forward to learning what the winning headline was.
Words are thought containers. This combination of thought containers produces a signal set. A tiny variation of the frequency can produce a significant difference in outcome.
@@FlintNotes Understood
Your content is amazing. Already subscribed to your channel and practicing these religiously. You present it so simply that even those sophisticated concepts seem so simple.
Thank you for the kind words Muhammad and thank you for participating in our community.
A world class lesson. Thank you for teaching us all the most effective headlines.
Thank you Lea
Great Lesson! Thanks!
Here's the improved headline: Get Home Delivery, Web, Mobile & Tablet for An Exceptional Price!
This is solid... Get opening... I think about using modifiers to improve intensity. See the next FASTCLASS for more.
@@FlintNotes Thanks for the feedback.
How about this: Get Daily Home Delivery And Immediate Web, Mobile & Tablet Access, for An Unbeatable Price!
Oh yes! I will watch and study the next session.
Great teaching, it really helped me understand how I can really write the most effective headlines.
Its very important information about how to write headlines.Thanks for sharing.
Very helpful tips on effective headlines! Thank You
Glad it was helpful!
I appreciate the tips on effective headline writing. you perfectly summed up everything we need to know on how to create effective headlines.
Glad it was helpful!
Your focus on analyzing and suggesting a structure is so helpful to me. As I tried to craft headlines for my own services, I struggled. Because of this FastClass lesson, I realized I indeed putting myself as the subject (I can meet your technical writing needs) in the first four words of my communications. Now I'm trying "Get writing help when you need it" as a first step. I do not know how I might test different versions, but already I like it where it's going.
Thank you, Leah. Keep on keeping on. :)
This was great! got to learn effective headlines and even real applications in 10 minutes. What more can I ask for?
Thanks Nikhil
Thank you for your information about effective headlines.
I appreciate the tips on effective headline writing, I will use these for sure!
Hey, I really enjoyed the video and it has some great tips. One thing that really caught my eye is how you mentioned in passing to write your first 4 words when maximum conversion occurs!
Going to be using the advice gave in this to create effective headlines in future, great video!
Your knowledge of Effective Headlines is incredible, I hope you can help me improve more on this topic, thanks!
Keep on keeping on
Thanks for the info on effective headlines and video.
Your method for presentation brings me here.
Excellent video as usual! Great summary on what we need to know on how to create effective headlines for our websites
Astounding lesson on how to write effective headlines literally explained in 10 minutes! You have given me such a better understanding of this marketing topic, thanks!
Thank you for the encouragement. The research is intense. Come help our community learn and grow.
Great video about effective headlines. I will apply these formula from next time for maximum conversion. Thanks for sharing your thoughts.
Really good information that I needed to improve my effective headlines writing.
Wow! I just discovered a new gem. Thanks for the lesson :)
My attempt: "Get X Delivered to Your Favourite Device for One Low Price."
This is one of the best headlines submitted here... Well said.
@@FlintNotes 😊🙏
Thanks for another insightful session Flint (ofcourse, also to the team!). Here is my headline using your thinking process to my best ability:
Get instant access to the latests news, anytime and anywhere.
Look forward to learning from your feedback. Much love.
Min, this is a significant improvement over the control. I would drop the comma and put this directly into a test. Well done. Well said.
@@FlintNotes thank you for the feedback and appreciate your kind words.
Thought of reducing it to Access the latest... or Get the latest...
Could try: All the news you need. Anytime anywhere. Save NOW!
The payoff graphic can do half the work.
Love your content very much.
Thank you :)
I'll give the challenge a go, but dang is that the vaguest offer I've ever read haha
Challenge attempt:
Upgrade your internet experience from the comfort of your home
You could substitute "Internet" with "connection", "virtual", "device" and/or something along those lines. That's where knowing more about the offer will help a lot more
Just read a few comments; didn't think of it as a news delivery service.
Here's another attempt with that in mind:
Delivering your daily news in any way you want it
I want to help you with this headline. Forgive me, if I sound too critical. I would shy away from words like “upgrade”. It is vague and too technical and doesn't offer the end result. It is a means, rather than an end. As I look through your headline, I think I understand that you did not fully grasp the offer. This is the fault of the original headline not of you.
@@FlintNotes Thanks for the feedback! I'll keep note of words like "upgrade" not adding much value to the copy. The telco companies near me keep using it in their ads that I felt it was a normal thing. Thanks again for the feedback!
@@unluckyrazin Normal things get normal results. To get more/different, do more/different.
Great presentation as usual! My attempt: "Save X on the news you want, delivered in the format you need."
Well said... This is much better than than the control... If I would try to improve it, I would tighten up the prepositional phrase. I will teach more about this in the next FASTCLASS.
@@FlintNotes Can't wait! Thank you!
This is so amazing, when is the next one coming?
Daniel, it will likely be next week. I'm dealing with a horrific family tragedy at present.
@@FlintNotes Sadly I've read your post. stay strong.
Very informative and really helps one see how words affect us all,and i used to live in Fiint ,Mi. and anybody who name is Flint is alright in my book.
Thanks Tom. Keep growing...
Incredible very useful and interesting how to write the first 4 words to achieve maximum conversion, thanks for sharing such valuable information!
Hannah, I am glad you area committed to learning and growing...
Thank you for all this wonderful content @FlintMcGLaughlin. Re 2:31: Isn't the fact that B contains 'your" a confounding variable? How are we necessarily attributing B's over performance to the verb "get" rather than "your", or the combination?
You are correct. This is part of process we call "variable clusters" and they work together to accomplish our 4-part hypothesis.
Get today’s news immediately online and in print tomorrow in this all-in-one incredible offer!
Kathy this headline is above average. You would strengthen it by improving the intensity of the modifiers. For now, I would just concentrate on the first four words. Think about how to pack them with the most value. For instance the word "today" is helpful but not rich with appeal.
Here's my crack at the headline homework:
Get The News You Trust Ad-Free at Home or Any Device for Less Than Your Morning Coffee. Order by DATE for Free Delivery to Your Home or Office.
Great video
hmmm...interesting
Get One Exceptional Offer with your Online Order
Get Instant Home Delivery - Order Now From Your Web, Mobile, or Tablet
Praphulla, this is a good headline. I would add another modifier in the beginning. This might intensify appeal. The words after the hyphen may hurt your headline. The point of the headline is not to sell the product. You are selling attention. You are trying to win their engagement with the conversation below. if you ask for too much too soon, you may lose the prospect.
Get your news anytime, anyplace with this offer.
Much better than the first... well done... I would work on improving the modifier (the last three words). It is prepositional phrase that does not add value. What is the offer? In the next FASTCLASS I will teach how to form predicates and improve modifiers... For now, I will give you a hint :) Use modifier's to intensify or clarify appeal.
Get access to News as it happens - save with your mobile + home delivery discount
I think you have a combination headline and subheadline here. It's good work I'll be talking more about this combination in the next few FASTCLASSES.
Enjoy Daily News Anywhere You Go At The Push of A Button
This is a good headline. We have moved to other sessions now, but I like the first word. And I like the simplicity of the "Push of A Button".
You get ONE exceptional offer for all three; Home delivery, Web, Mobile
I like the simplicity and the clarity... I think it's power is probably dependent on a sub-header or a graphic that demonstrates the value of the offer.
Try four weeks FREE when bundling print + instant digital access
This is a major improvement over the original. I would be careful about the location of the word FREE. But I like your capitalization which I think helps create visual impact despite location of the word in fourth place. Well done.
Get News in 4 Formats at Half the Price!
Short and powerful. Be careful about using company centric language. The word "formats" needs to be clearer. Customer's use different terms.
Get Your Exceptional Offer = Home Delivery + Web + Mobile + Tablet
Chan, I hope this candid feedback helps... Your first two words are solid. Your third (exceptional) is too vague... What happens after the equal's sign copies the control's approach and it relies too much on the prospect working to understand (they symbols are not clear). Does this make sense. In the next FASTCLASS, I will break down predicates and that could help you understand more...
@@FlintNotes so we should also clarify our headlines just as much as our main copy?
I.e: Get Your FREE Home Delivery OFFER When You Purchase A Tablet, Mobile Or Web Services.
Get access to all platforms including home delivery and digital with this
Rare limited offer.
This headline is good. It may be better than the winning treatment that we tested. But here is a key: if you can find one powerful word to replace an unnecessary phrase, do so. If you use a powerful modifier then you might get to the point faster. It could make the last half of the sentence unnecessary.
@@FlintNotes Thanks Flint. I'm going to take your point and see what I can create. This is Todd Keeling by the way. I'm always learning and progressing from your work and teaching.
My attempt: 'Get the complete online solution delivered to you.'
I am unable to reply in-depth at present. I have suffered a family loss.
"Get an Exceptional Offer on Home + Web + Mobile + Tablet"
Steve, this is a start... I like the first word. I think the modifier "Exceptional" needs to be sharpened. It needs to be more specific. I would change the word "offer". It positions the direct object as a sales term. What does the offer get them? They don't want an offer they want a... (you tell me). :)
Get this Exceptional offer for home delivery with your online order
Good start... perhaps replace "exceptional offer" with the "why" it is exceptional. You may be able to use sub-headline to accomplish this...
Save X% on This Home & Digital Package Now
This is better than the original (well done), but I think you could strengthen it with modifiers that add clarity and intensity (see the next FASTCLASS).
@@FlintNotes The context matters a lot. As I read through people's efforts, they got to seeming more like a prompt on a landing page and less like the headline on a mailer or the subject line in an email.
It matters if the prospect is already leaning so far forward they're about to fall over or is walking by some distance away on a busy day or scanning down an IG page. As the tries got shorter I fell into offering how to say the same thing with the fewest words.
Adding more attention-getting words can be very appropriate when we're getting going from a standing start.
Get the News You Need, Wherever You Are: Home Delivery, Mobile and Tablet for a Limited Time Discount!
Read Breaking News As It Happens. Instant Unlimited Digital Access + Paper Delivery Offer.
Greg, I'm interested in your choice of the word “read”. Does it imply work or value. It might be better if we described what they would get from reading... I think your point after the period could make an excellent subheadline. I'll be teaching about sub headlines when I get to the second micro-yes in this series.
Just getting to these videos. I’m about 8 months late but hey! Here’s my thoughts.
“Never miss a story with unlimited access to the NY Times at home or in the go!”
Get your exceptional offer delivered for free [Web + Mobile + Tablet]
Suraj, I would define the word "offer". It is sales language. Perhaps we can change it for a concrete value... (Good opening word, "get").
The headline you requested: "Enjoy Instant Access to Home Delivery + Web + Mobile + Tablet (All-In-One Exclusive Offer) and Join Over 10 Million Happy Customers!"
The verb "Enjoy" creates an understood subject. It could also be "Get". The modifier "Access" provides clarity. The modifiers "Instant" and "All-In-One Exclusive Offer" intensify the appeal. The end of the sentence creates a sense of credibility via social proof.
The above headline can perform well. However, an alternative approach could be a story or advertorial to sell the benefits in a less salesy way. We can attract a very top of funnel cold audience this way-the masses of America. Hundreds of millions of people-those who are just simply problem aware and don't know you or your product yet. The above headline might still work well for a top of funnel cold audience; however, will it have the highest engagement rates and ultimately lowest cost per acquisition on an advertising platform like Facebook? Will a 100% cold audience believe it or feel its relevant within the first four words? (Powerful question that popped into my head this second and was literally the reason you mentioned why a headline that doesn't have an understood subject could actually work better!!!)
The below headline could be for an article style landing page that outlines the benefits and leads to a call to action. (Assuming we're talking about some kind of newspaper here).
10 Million Newspaper Enthusiasts Get All-In-One Access To Home Delivery + Web + Mobile + Tablet In Never-Before-Seen Exclusive Offer
We could also use geolocation and make the headline relevant to the individual in terms of where they live or their US state. e.g. Californian Newspaper Enthusiasts Get...
(Specificity or being specific increases relevance and engagement rates. ..... )
Moving to an article underneath on the benefits and why this is better than all the competition-explanation to the degree of believability in your gut.
You must understand the value compared to the competition once we have a highly motivated individual. Conveying this message with specific, verifiable, and quantitative facts or information, sequenced, layered, and simplified towards an enviable conclusion (they need to take advantage of this offer and do it now). This approach is powerful because at the centre is credibility (in the first four words), or in other words, X amount of people just like YOU have taken up this offer and have been happy! It's not just a theory but rather a case study. People are sick of theory. They want different. In a world with so much hype, letdowns, and marketing messages pounded in people's faces, this kind of approach can provide the interestingness, freshness, hope, trust, and credibility that a simple "understood subject" headline simply can't touch. I feel both have their place, and I'm in love as much with the understood subject headline (YOU as the implied subject) as I am with the other approach (X amount of people just like YOU have already found success with this solution).
Thanks for your spectacular work, Flint! I'm a different human being because of the discipline and science you've taught me and shaped me into within the world of marketing. It was an essential piece that has allowed me to take your ideas and mix them with mine and allow me to give back to the world and you where I can.
Jack, it's interesting how you combine the opening word from the last headline that we analyzed in these comments. That is a smart move. I would look for modifiers that keep you from having to spell out all the forms of access... I have rarely seen symbols like the + work in experiments. There are always exceptions of course.
Jack, thank you for the thoughtful reply. In my experience, credibility matters only after clarity. The headline proposed in the 4th paragraph might work, but I have had difficulty achieving the highest quality conversion (HQC) with this approach. While I think it could be a fascinating test, it might work better as a subheadline. The combination of the two approaches in a headline and subheadline could yield powerful results.
@@FlintNotes I did do that, haha. Yes, I didn't really like the symbols too! However, without full context, it was hard to guess what else to write without being potentially very wrong. A lot of headline writing does come down to knowing the full context or different emotional triggers of your ideal audience.
@@FlintNotes It was very thoughtful; Yes, Flint, haha. Yes, it would work very nicely as a sub-headline! I like that. I do agree about the highest quality conversion and attracting the people who truly understand what you have to offer.
I guess the argument would possibly be if we could achieve sufficient clarity and then extreme credibility in a single headline or 4-8 words -where a simple, understood subject headline by itself only provides clarity to a degree. (People might not even bother engaging further because they just don't believe you in the 2-6 seconds they've heard your claim and everyone else's claims that never came true. People are SICK of claims. They want evidence arguably right away and also hear things in a non-pushy manner within certain contexts).
I also think a headline like I proposed calls out the audience directly in the first 4 words. This is going to get attention for certainty, and then it leads to what you can do in a way where many people have successfully gone before you (clarity + credibility in one). So the moment you understand it, the credibility has already been established. It's a case study. It's interesting to read. It's a fresh angle that can perform better simply because it's fresh. It's the idea of a news article and advertorial that takes it from a sales pitch to something more engaging on a social media feed. (Taking someone from non-buying mindset to buying mindset in one go). So I really think it's dependent on the context (you need to have a product or value prop that's special and newsworthy). It's contextual to social media and pattern interrupts, rather than intent-driven like Google PPC. I've seen your principals work time and time again. I guess I love thinking and testing new ideas. For example, this kind of news article would work amazingly well (as a presell), leading to a landing page with the understood subject headline.
Do you feel in pretty much all cases, the "understood subject" headline would work outperform if worded correctly? I know you said the headline "The #1 On-Demand Business Software" won because of this: "In this case, the prime mover was a consistency between the message in the channel and the landing page (the technical term is continuity)"... but if it's due to continuity, surly what you were making it match has an underlying customer insight?
I'm trying to really understand why a headline like that can work better. Why do headlines other than the powerful understood subject that communicates value fast work better in some cases? (I'm stress testing and truly trying to burn down the implied subject headline I love so much so I can love it even more).
Eugene Schwartz, who wrote Breakthrough Advertising, talks about how a simple claim (e.g. Lose X Pounds In X Days) loses its power once a market becomes more sophisticated. It needs a fresh appeal, mechanism, or sense of credibility initially. So I know there is something here, and it's hard to stop searching and learning.
Here are some quotes from you from the notes I wrote years ago.
"Design B is conversational. Potentially more clear. However, it's so informal that it doesn't feel as credible."
"Design A lays itself out in a different way; it feels like an official policy of the business. Based on structure and visuals. So we conclude it's more creditable. "
"If this is the case, then this means design A should win. Due to it being sufficient in both clarity and credibility. "
"Think about that, 167% increase in conversions. These principles can be applied to every part of our lives. "
"Suppose I tell you something very clearly? But you don't believe it. Does the fact I was very clear matter much at all? Not really. If I tell you something that you understand and believe, you can see that's better. Can I believe it before I understand it? No, you can't. So there is a preeminence for clarity. Even with you needing both to be truly effective in your messaging" - Flint
Excellent video sir! Can you apply these principles to event reminders for your customers and not just sales or promotions?
"Get First-Hand/Unlimited Access to Today's [X THING] at [NAME OF SHOW]" ??
Yes, absolutely. Well said.