#headlines

4 notes tagged “headlines”.

• Creative headlines and crossheads (tagline-as-headline method)Joanna Wiebe's method for turning "meh" headlines into ones stakeholders love — write the conversion page first, then rewrite only headlines/crossheads as taglines by swapping your brand into a known positive idiom (IKEA "Make yourself at home", "Engineers build business"), with a clear payoff line.
• Headline hooks and choosing a copy frameworkHow to hook a landing/sales page (lead with the problem, first person in quotes, hook fast but don't keep it short), how the hook picks the framework (PAS, DOS, AIDA, PCPO), formulas like "even if", and Ben Bennett's 14 ad hook types.
• Mining voice-of-customer data and assembling copy from itJoanna Wiebe's method — mine reviews/Reddit for customers' exact words, split findings into a "message" bucket (repeated themes) and a "copy" bucket (weird standout lines), then assemble copy into a framework instead of writing from scratch.
• Testing landing-page hooks — opt-in rate vs revenue per leadAlex Cattoni's 5-hook split test on a masterclass opt-in page (cold Meta traffic, 2,250 visitors) — the pain hook won opt-ins (24.4%) but sold nothing on the tripwire, while a curiosity + identity "FOMO" hook won revenue (2% lead-to-customer); judge hooks on downstream revenue, not opt-in rate.