- The odds are you'll end up choosing a headline you like, rather than one your target market responds to
- It takes a long time to come up with 200 unique headlines
- In the time it took to generate 200 headlines, you could have been testing different headlines against each other in real ads
- The resulting data will tell you which headline gets your target market excited, rather than relying on your own opinions or those of others (i.e. objective results versus subjective opinion)
- During testing you'll almost certainly make sales. Testing generates revenue, where as dreaming up ever more creative headlines doesn't
- After testing, you have something you know for certain will work. After wasting your time on 200 headlines, you won't
Tuesday, 26 May 2009
Recently I was having a conversation with somebody who had read you should write 200 different ad headlines for an ad, and then choose the most powerful. I think there are several flaws in this approach...