The Zen of Headline Writing

The headline is the molecular unit of optimization. If you can write a good headline, you already have a good understanding of the fundamental principles of marketing. Moreover, a headline represents one of the best ways for the marketer to achieve a major lift with a (dev-free) minor change.

In this interactive YouTube Live replay, McGlaughlin invites his viewers to submit headlines for live, immediate optimization as he demonstrates how to deconstruct a headline into its constituent parts and then intensify the force of its message. Learn the series of micro-yes(s) your headline should elicit from the customer before they reach the call-to-action.

We spend too much time working on the call-to-action and not enough time working on the headline. No one gets to the CTA if they don’t get through the top of the page.

— Flint McGlaughlin, Managing Director and CEO, MarketingExperiments