COMS 4502 Chapter Notes - Chapter n/a: Copywriting
29 Sep 2016
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How to write attention grabbing headlines that convert: If you talk to enough copywriters, you"ll eventually hear that headlines are critical for your copy"s success. The greater majority of people who read your headline won"t continue reading. Only the ones drawn in by an attention-grabbing headline will continue on to read the first sentence of your copy. A great headline convinces people to read your copy while a poor one sends potential customers searching for somewhere else to spend their money. Headlines are worth 90% of the money invested in advertising. Headlines are so important that a single word can impact a campaign dramatically. Open rates were nearly identical and the e-mail creative was exactly the same for both versions, but click-throughs went up 46% in the second. If the ad was sent to 2,000,000 e-mails, the winning version would lead to 17,000+ clicks, all from changing a single word.
