According to Alex Berman‘s book, The Cold Email Manifesto, one of the biggest reasons cold emails fail…
Is the lack of specificity.
What you want people to say when they get any piece of communication, whether it’s an email or a Facebook ad is…
“This is for me”
Think about it: what would mean more to you?
A random gift, or a gift based on something someone else KNOWS about you. Something personal.
It’s what Robert Collier referred to as “entering the conversation already going on in your customer’s mind”
And the same applies to your headlines and subject lines.
For instance, if you’re a father of an only child and you see a headline which reads…
17 Hacks to Make Children Happier
It might grab your attention.
However if the headlines was personalised and read:
17 Hacks to Make Children Happier – for Parents With Only Children
It’s going to really pop.
And this can be used in virtually any industry.
If you’re selling property education, you could run an ad along the lines of:
17 Ways to Increase the Value of Your Property – for Paramatta Homeowners
Likewise, if you’re in the health niche selling a fitness supplement, you could say…
Take this to Build Muscles Faster, for Men in Their Thirties
See how this works?
A few extra lines to personalise the ad, and it takes on a whole new meaning.
So how can you apply this to your business?
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.