Which Test Won’s test of the week tested one of my favorite tests–headline structure and content.
You can sell ice to an eskimo with a properly written headline. WTW calls it “story”but it’s more specific than that. By being specific and creating an image in the prospective customer’s head that implies benefit–that’s what allows this headline to outrun the weak competitor.
Winner: (produced a 10% lift in sales– it asks a compelling question and provides an answer that offers benefits to the prospect, builds curiosity and plays on fear of being robbed with the crappy home security system they now think they may currently have)
Loser: (it may state a semi intriguing notion, but doesn’t suggest any benefit to the prospective customer–one could ask “so what?”)