On average...
8 out of 10 people will read the headline.
2 out of 10 will read all your copy.
Are your headlines missing the mark?
THREAD: How to write better headlines and get more conversions.
8 out of 10 people will read the headline.
2 out of 10 will read all your copy.
Are your headlines missing the mark?
THREAD: How to write better headlines and get more conversions.
First, you need to understand the "bag of dirt" concept to write better headlines.
"Bag of dirt" has both a literal and figurative meaning.
Let me explain...
"Bag of dirt" has both a literal and figurative meaning.
Let me explain...
The bag of dirt concept comes from Gary Halbert's Boron Letters.
A cult classic in the world of copywriting and direct response marketing.
The bag of dirt is one of Halbert's most famous marketing tactics (explained in the Boron Letters).
Here's how it works:
A cult classic in the world of copywriting and direct response marketing.
The bag of dirt is one of Halbert's most famous marketing tactics (explained in the Boron Letters).
Here's how it works:
Halbert was an expert in direct mail marketing.
He would put together a target mailing list of prospective real estate buyers.
And send them a letter with a tiny bag of dirt stapled to the letter.
The bag of dirt represented a piece of land they could own.
He would put together a target mailing list of prospective real estate buyers.
And send them a letter with a tiny bag of dirt stapled to the letter.
The bag of dirt represented a piece of land they could own.
The conversion rate of people who received the bag of dirt was much higher than those who didn't.
Why?
Because it made the letter:
• Unique
• Personalized
• Relevant
Let's break down each of these 3 elements and how they worked:
Why?
Because it made the letter:
• Unique
• Personalized
• Relevant
Let's break down each of these 3 elements and how they worked:
1. Unique
How many pieces of mail have you received with a bag of dirt stapled to it?
None.
This immediately makes his letter stand out.
Especially among the pile of worthless crap you usually receive in the mail.
He has their CURIOSITY.
How many pieces of mail have you received with a bag of dirt stapled to it?
None.
This immediately makes his letter stand out.
Especially among the pile of worthless crap you usually receive in the mail.
He has their CURIOSITY.
2. Personalized
He addresses the letters by name.
Gary has done his research to find the most qualified leads.
Everyone receiving his letter has expressed interest in buying real estate.
He writes the letter as if it went to one person.
Now he has their ATTENTION.
He addresses the letters by name.
Gary has done his research to find the most qualified leads.
Everyone receiving his letter has expressed interest in buying real estate.
He writes the letter as if it went to one person.
Now he has their ATTENTION.
3. Relevant
The bag of dirt is not some cheap attention grabber.
It ties the whole letter together.
The reader wants to buy real estate.
The bag of dirt makes that DESIRE feel real and tangible.
It develops a level of trust that Gary can deliver on his promise.
The bag of dirt is not some cheap attention grabber.
It ties the whole letter together.
The reader wants to buy real estate.
The bag of dirt makes that DESIRE feel real and tangible.
It develops a level of trust that Gary can deliver on his promise.
"But Joe, this isn't a headline.
There are no words.
I can't staple a bag of dirt to my emails and ads.
How do I actually write better headlines?"
Glad you asked. Keep reading.
There are no words.
I can't staple a bag of dirt to my emails and ads.
How do I actually write better headlines?"
Glad you asked. Keep reading.
The concept is very similar.
To write better headlines...
They need to be:
• Unique - to spark curiosity.
• Personalized - to get attention.
• Relevant - to address a desire.
Here's a real-life example:
To write better headlines...
They need to be:
• Unique - to spark curiosity.
• Personalized - to get attention.
• Relevant - to address a desire.
Here's a real-life example:
"Little known ways to build brand equity in performance marketing"
A subject line from @mrsharma's newsletter.
"Little known"
• Unique - few know
"performance marketing"
• Personalized - for performance marketers
"build brand equity"
• Relevant - what you get out of this
A subject line from @mrsharma's newsletter.
"Little known"
• Unique - few know
"performance marketing"
• Personalized - for performance marketers
"build brand equity"
• Relevant - what you get out of this
Now that you've seen an example...
How can you practice this and get better on your own?
Here are 3 quick tactics to help you write better headlines:
How can you practice this and get better on your own?
Here are 3 quick tactics to help you write better headlines:
Tactic #1: Study email marketing
I've sent over 100,000,000 marketing emails in my career.
Every email you write or read has 3 versions of headlines.
1. Subject line
2. Preview text (aka sub-headline)
3. Headline in the email itself
I've sent over 100,000,000 marketing emails in my career.
Every email you write or read has 3 versions of headlines.
1. Subject line
2. Preview text (aka sub-headline)
3. Headline in the email itself
Go through your email inbox.
Make a note of the emails that pause you in your tracks, open, and click.
Ask yourself why you took action.
More likely than not, the headlines will have one or more of the following:
• Unique
• Personalized
• Relevant
Make a note of the emails that pause you in your tracks, open, and click.
Ask yourself why you took action.
More likely than not, the headlines will have one or more of the following:
• Unique
• Personalized
• Relevant
Tactic #2: Rewrite the best ads
Put together a collection of the best ads in history and rewrite the copy by hand.
This gives you the feel for excellent writing (and headlines).
Put together a collection of the best ads in history and rewrite the copy by hand.
This gives you the feel for excellent writing (and headlines).
https://twitter.com/DanesaGlez/status/1412082960925442054
Tactic #3: Read your copy out loud.
Another gem from the Boron Letters.
When you read your copy out loud, you will stumble over all the parts that are not smooth.
Use this to clean up your headlines.
Another gem from the Boron Letters.
When you read your copy out loud, you will stumble over all the parts that are not smooth.
Use this to clean up your headlines.
TL;DR
Better headlines = More conversions
Great headlines are:
• Unique - to spark curiosity
• Personalized - to get attention
• Relevant - to address a desire
Write better headlines by:
• Studying email marketing
• Rewriting the best ads by hand
• Reading copy out loud
Better headlines = More conversions
Great headlines are:
• Unique - to spark curiosity
• Personalized - to get attention
• Relevant - to address a desire
Write better headlines by:
• Studying email marketing
• Rewriting the best ads by hand
• Reading copy out loud
If you enjoyed this thread, give it a retweet to share with others!
And follow me @joe_portsmouth
I write 1-2 threads weekly on sports, business, and life.
Here's another one you might like:
And follow me @joe_portsmouth
I write 1-2 threads weekly on sports, business, and life.
Here's another one you might like:
https://twitter.com/joe_portsmouth/status/1474060684455399458
• • •
Missing some Tweet in this thread? You can try to
force a refresh
