How to write a dating headline

If the ad was sent to 2,000,000 e-mails, the winning version would lead to 17,000 more clicks, all from changing a single word.

Technically this is a tagline, but really, taglines are headlines of sorts. If people like your business, they’re more likely to want to do business with you.

We’d rather give our money to someone we like than someone we don’t.

If it wasn’t this specific, e-retailers may not know the offer is targeted to them.

They could read the headline, not know they’re the ideal customer, and then move on.

If yours is just like everyone else’s, then your company won’t stand out.

Your customers won’t have any reason to think you’re different than your competitors, which means they won’t have any reason to buy from you than from someone else.

Headlines should be specific enough to get the attention of the company’s target customers.

When possible, your headline should convey a sense of urgency.

We’ve seen e-mail subject lines where a one word change increased click-throughs by 46%.

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