How to write a headline for online dating
Gary Vaynerchuk did this with Wine Library TV, and Brian Clark did this with Copyblogger.
Mail Chimp is another great example of a business that wins customers over with a unique, approachable personality that stands out from the competition.
The four u’s: You can rarely accomplish all four in a single headline, but if you can at least include one or two then you’re bound to write a headline that’s more likely to compel your prospective customers to continue reading. The first thing you want to consider is how to make your headline unique.
If yours is just like everyone else’s, then your company won’t stand out.
They’re used to being bombarded with commercial after commercial that says the same thing. If you buy today, you’ll get a free carrot peeler valued at .95.” Businesses use commercials like this because they work, at least on a subset of customers, but many people are turned off by commercial wording they’ve heard over and over again. You’re more likely to connect with customers who are looking for businesses that don’t speak like boring corporate robots.
We can all remember watching a commercial with lines like, “Buy now with three low payments of .95. As soon as they hear, “Three equal payments of .95,” they tune out waiting for something that seems more credible. It works first and foremost because it has personality.
If you talk to enough copywriters, you’ll eventually hear that headlines are critical for your copy’s success.
David Ogilvy summarizes this quite well in the quote above.
So first, focus on writing a headline that pulls your customers in and compels them to read the first sentence. They’re taught as the “four u’s” of headline writing by a number of copywriters.Open rates were nearly identical and the e-mail creative was exactly the same for both versions, but click-throughs went up by 46% in the second.