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Headline Writing: 4 principles that could drive down your website bounce rate
In Session #10, Flint McGlaughlin teaches four principles for new ways to think about the essential power of headlines.
Here are some of the most important insights from this class:
- Until you win attention nothing else you say matters.
- The aim of a headline is to achieve an essential micro-yes – “yes I will pay attention”
- The best headline is the best answer to this question: What is the most effective way to win micro-yes 1?
- The impact of a message is squared by the force factor of relationship.
- Attention precedes interest. Interest precedes engagement; engagement proceeds relationship.
You can watch the full video above, or jump ahead to these key takeaways:
- 0:00 Headline Writing: 4 principles that could drive down your website bounce rate.
- 1:15 259% performance improvement from headline test.
- 2:15 Attention precedes interest. Interest precedes engagement. Engagement precedes relationship.
- 3:28 You capture attention with your headline. You stimulate interest with your sub-headline. You attract engagement with your primary copy. You achieve relationship with your call to action.
- 3:57 The aim of a headline is to win an essential micro-yes – “Yes, I will pay attention.”
- 4:48 The Prospect’s Mental Model.
- 5:10 A challenge for the viewer – look at this headline, think about it, and try to formulate a better version to capture attention. Put your new version in the comments section of YouTube. If you do so in the next 30 days, Flint will read it and possibly respond to it (based on what you write).
- 5:53 The best headline is the best answer to this question – what is the most effective way to win Micro-Yes 1?
- 8:58 “Interact with us on YouTube. I would love to hear from you.”
To get immediate help with your marketing challenges, just contact Flint and his team: F.McGlaughlin@MECLABS.com
Essential Course Resources
CTA Psychology Workshop: Work directly with Flint to optimize the conversion rate of your call-to-action – Wednesday, July 20th, 2022, at 3 pm EDT
The Marketer As Philosopher – Reflection #38
There are no expert marketers, only experienced marketers and expert “testers.” Speculation must be replaced with experimentation. Too often, our campaigns and their messaging are dominated by a social dynamic rather than a science dynamic. Our collateral suffers a “design-by-committee”” process and thus, speaks with the disjointed voice of compromise. There is…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.
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#1. Attention > Interest > Engagement > ________ .CorrectIncorrect
#2. Attention = Headline > Interest = Sub-Headline > Engagement = Copy > ___________.CorrectIncorrect
#3. The aim of a headline is not to ______ the prospect.CorrectIncorrect
#4. The aim of a headline is not to ______ your product.CorrectIncorrect
#5. The aim of a headline is not to _______.CorrectIncorrect