Get MECLABS AI to help with your marketing. It’s totally free, no registration required (for now).

Effective Headlines

Effective headlines. How they increase your website’s conversion rates.

Session #12
Headline Examples: 3 ways to load your predicate with value

In Session #12, Flint McGlaughlin teaches you how to structure the second half of your headline. Here are some of the most important insights from this class:

  • You must learn to predicate customer value.
  • Make the object of your headline the psychological driver of the offer.
  • Nouns form the substance of appeal.
  • Synchronize the gain with the thought sequence.
  • Choose words which clarify or intensify.

You can watch the full video above, or jump ahead to these key takeaways:

  • 0:00 Headline Examples: 3 ways to load your predicate with value.
  • 0:19 Check out the comments section of the YouTube video for Effective Headlines: How to write the first 4 words for maximum conversion to see headline optimization suggestions for a newspaper marketing experiment from members of the community.
  • 0:45 The winning headline of the newspaper marketing experiment (which helped produce a 181% increase in conversion).
  • 1:26 Position the customer’s “gain” as the direct object of the sentence.
  • 4:25 Structure a “receive” or “become” predicate.
  • 6:15 Take a headline you are currently working on and put it in the YouTube comments for this video. If you can do so in the next 30 days, Flint and other members of the community will provide conversion optimization ideas.
  • 6:30 Select modifiers to amplify the impact of your message.
  • 9:04 Six principles of headline development.

To get immediate help with your marketing challenges, just contact Flint and his team:

BuildClass #2 – Sales Funnel Copy: Five questions to help you create powerful message levers Flint McGlaughlin teaches three principles to help you develop effective message levers.

Related Resources

PR, Writing, and Marketing Agency Corporate Culture: Think big (podcast episode #49)
Consumer Financial Services Marketing: Your customer is your most important stakeholder (podcast episode #39)
How to Sync Marketing and Customer Desire to Improve Marketing Performance (3 quick case studies)
Content and Communications: Tenacity, keep it simple, authenticity works (podcast episode #33)
The Marketer As Philosopher – Reflection #35

Every marketing claim should be held against a certain terse, clear, if seemingly hostile, two-word standard: “So what!?” Every piece of copy should be held up to the glaring light of this honest, customer-centric view. It should become the mantra of every copywriter. And if there is any weakness in this two-word protest, it may only be in its lack of…Learn more about the book

Course Retention Exercise

This quiz is carefully designed based on the latest learning technology in order to help you improve retention of the key principles.

Previous Lesson / Next Lesson