Direct Response (Style Vs Substance)
It’s an age-old question, and it’s one that we as marketers still ponder to this day:
What’s better? A straightforward, hit-em-over-the-head headline or something alluring, catchy and clever? In limited online space, it can be hard to do both functions justice in one phrase. What’s the solution?
Fortunately, online metrics provides the opportunity to test and see what’s pulling the most clicks, attracting the people you want, and providing solid leads or profitable conversions for your business. It’s good to try both approaches.
There’s always a caveat. You know it already: For some products, and in some situations, the teaser/catchy/clever headline can do the job better. Examples? Situations? That’s going to be the topic of my next blog post.
Headlines matter. They can be your hero, or your heel. Fortunately, testing can tell you which creative approach is going to assume which role. Effective platforms such as Kre8 Media's direct response (DRTV) marketing formula and new Panoramic formats, along with intense optimization processes, help you figure out what’s best.
So brainstorm and write away, approach your message from different angles … and don’t forget that sometimes the biggest heroes are the hardworking, no-frills ones that just get the job done.
Brand Advertising | Content Marketing | Direct Response, Marketing | A/B testing | Great Headlines | How to Write Headlines
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