Our experiments have consistently proven that there is a significant difference between a page that uses a clever but incomplete thought as a headline and one that uses a value-infused headline.
The difference creates friction — enough friction to cause a gap in customers’ minds between value and cost. In that momentary gap, instead of taking time to derive value from your headline, they click away from your offer…and onto the offer of your competitors.
In this Quick Win Clinic episode (recorded live at MarketingSherpa Summit 2017), Flint McGlaughlin provides headline writing and testing advice using WGBH Public Broadcasting’s as an example.
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