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It Ain't All About The *Words* In Your Headline

Friday, June 10, 2005
» Filed Under: Copywriting

Marketing Genius, Dan Kennedy, very briefly mentioned in one installment of his "No B.S. Marketing Letter" that one small omission in the headline increased comprehension by 10%!

Check out the following headlines and tell me which one you think proved to be more effective:

Sample A:

Discover 22 Powerful 'Hot Buttons' To Instantly (and Ethically) Persuade Customers To Buy NOW...Buy More...And Continue Buying, Well Into The Future...

Secret Tactics To Double, Triple, Even Quadruple Your Profits Overnight!

Sample B:

Discover 22 Powerful 'Hot Buttons' To Instantly (and Ethically) Persuade Customers To Buy NOW...Buy More...And Continue Buying, Well Into The Future.

Secret Tactics To Double, Triple, Even Quadruple Your Profits Overnight!

Did you catch the small difference in the headlines? Surprisingly, it wasn't the wording itself, but the period vs. ellipsis [...].

Most of us have been taught to stop reading when we see a period. However, the ellipsis draws you to continue to the next sentence... and the headline in "Sample A" motivated readers to keep reading.

I've started an A/B split to test this on some of my niche sales sites... if you've tested this element, what were your results?

04:36 PM | Comments (2) | E-mail Entry

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He said - She said...

Hi again Carmen,

I would've never thought of this if I didn't read it here. You're absolutely right, the period makes you stop the flow, while the "..." keeps you holding that last note until you get to the next part.

Thanks for the tip!

Ciara

Posted by: Ciara on June 13, 2005 04:58 PM

Thanks for sharing that bit of info Amazing how some of the simpliest things make such a big difference.

BTW, I absolutely love your blog--and your name--"marketing chick." Very cool indeed!

Juliet

Posted by: Juliet Austin on June 23, 2005 03:19 PM

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In Advertising Copy, Words Aren't Everything
Excerpt: Carmen Maranon, "The Marketing Chick," shares a lesson from renowned marketing expert Dan Kennedy. As you may be aware, the words you use in your copy have a major impact on your response rate. Marketing lore is full of examples where replacing one...
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Tracked: June 12, 2005 01:41 AM