But if you’re one of the millions of guys trying their luck on a dating site or app that requires a headline, then read on. Your dating headline is one of the first things on your profile that sets you apart from the crowd of posers, six-pack-selfy-takers, nimrods, and lowlifes.
In fact, on some websites, it’s one of the first things a woman sees in her search results.
(In the great tradition of the “How I Spent My Summer Vacation” headline.) I’m the only person who gets to see this headline. I use it as guidance while I write the page, like so: “Smack Visitors Over the Head with an Awesome Demo and Give Them 3 Unbeatable, Distinct Reasons to Sign Up” And then, with that headline in place, I write a page that does exactly that. But, by the time you reach the end of this step, be sure to have saved at least 5 high-potential headlines.
When I believe I’ve written body copy that will lure my visitors to view the demo and convince them, without question, that they need to sign up, I know the page is done. So I put on some tea, crack my knuckles (actually, no – that popping sound creeps me out), and prepare to spend about 10 times as much time on the headline as I did on the whole freakin’ page. And be sure that they’re not all mirror images of each other. Don’t forget all the logical steps you followed to get to this point.
How do you rise above 1000s of profiles in an Online Dating Site? Are you drawn into the unassuming but sort of cute, Cool - now I’ve got a setting for a 2 minute fantasy, and I want to know more about him!
You’ve only got a couple of seconds to make a lasting impression. Think about this, dear friends - When you scan the profiles over your rare coffee break - which ones grab your 7 1/2 spare minutes?
And every direct response and CRO copywriter has found this to be true: the first headline your visitor sees is the most important copy you’ll write. In fact, the more creative you are, the harder it may be for you to write a stellar headline. This first draft headline will help guide you as you write the page. Now pretend you’re your target visitor arriving for the first time. Even better, ask others if the headline is interesting enough to keep them around.click-thru rate, a higher task completion rate, and even a higher conversion rate. They’re the words that comprise your home page headline. If it were, headlines like “Welcome to ABCcorp.com” would be extinct, as would “Amazing Product Saves Time & Money”. The kind of headline that will grab visitors by the collar, pull them in close, and tell them in no uncertain terms what’s in it for them if they stick around. Starting with: Our traditional view of is crafted by what our high school English teachers told us great writing was all about. Unnecessarily short ones (which usually become meaningless or so generic that any of your competitors could easily say the same thing). At this point, a few of the headlines should begin to stand out.David Ogilvy told us that 5 times as many people read the headline as the body copy. So did Eugene Schwartz and Gary Bencivenga – both insanely brilliant marketers. They taught us stuff like this: great writing should be creative; it should be grammatically correct; it should be very hard to do well; and an expert should be able to look at it and say, on gut alone, if it’s good or not. So here’s the first step: Put the whole idea of “writing” out of your mind completely. Now take these top headlines and, if you’ve got a site already or a wireframe for your home page, plug them in.Great copywriters know that you don’t write for 100% of your traffic. WARNING: It’s around this point that the reality of showing your visitors one of these headlines will start to sink in. Remember that the headlines you’ve written to this point address something unique about your product or service that is highly desirable to your target visitors and that is stated in a memorable, succinct way. It’s almost irresponsible today to launch a headline on your home page without testing it.If you try to make everyone happy, you’ll make no one happy. Writing for 100% gets you conversion rates of 2% (which is why most Fortune 500s have such abysmal conversion rates). You’ll be using this single statement as the basis for your home page headline from this point on. Testing tools abound, and even the great ones are either free or dirt cheap.