I stumbled across it by accident…
After being contracted to write email subject lines for a company with an email list of over 2 million subscribers…
And seeing the split-test results over a period of time…
I noticed there was one four letter word which kept popping up over and over again.
I’ll explain why it’s so effective in a moment.
But first, let’s provide some examples of how to use it.
Imagine you sell washing machines.
And you do some surveys, to find out what matters to your customers.
i.e. what really makes them buy, and what they hate.
And you discover noise is their single biggest frustration.
Then the perfect headline could be…
This is the Quietest Washing Machine on the Planet
If you’re looking for any product or service – and I’ve nailed your biggest concern – don’t you want to read the next line?
Of course you do.
Your curiosity is piqued.
And this could be used for any market.
FOR INSTANCE…
This is the Fastest Way to Learn Spanish if You’re Over 60
This is the Best Way to Sell Your East Sydney Property
This is the Best Morning Vitamin Regime
Yes, the power word I’m referring to is “this.”
And it works because it allows for curiosity.
It’s like an open loop that keeps your engagement, which you can use to begin virtually any headline.
P.S. If you enjoyed this headline hack…
There’s 100 more in my 101 Headline Hacks report, which is based on real experience from writing over 9,127 subject lines for emails – and seeing split-test results over a period of over 14 years.