Key to improving your headline

The key to improving , your headlines is to TEST, TEST, TEST! Split testing is the most common way to test headlines. Sure, you can show them to employees and friends around the office for some directional feedback, but you’ll never be sure which headline will actually outperform another without a true market test. For example, a direct mailer can be tested by printing half with one headline and the other half with another. Use a code on your materials to track results. Keep quantities mailed small at first until you are able to clearly identify which one works best. That way the bulk of the mailing can enjoy use of the best headline. Change only the headline when you test, nothing else. Not even the weight of the paper, day of the week, or ink color. Or you won’t be able to best tell what caused any difference in response.