Posted by Scott Bywater in Content Marketing, Google Adwords, Headlines Aug 31st, 2017

If you go onto Google and do a search for 101 best headlines, you won’t
find any shortage of documents.

But there’s a problem.

None of these headlines take into account the level of sophistication of
your target market.

And that’s the most important factor.

For instance, there’s one copywriting guy who was a genius back in his

But his headlines, in my opinion, were lacklustre.

Sure, they worked…

But I doubt they’d work today.
Think about it like this.

Back in the 1950’s a headline along the lines of…

“The fastest way to shed pounds”

Might cut it.

Not today.

The market is too sophisticated.

They would roll their eyes at it.

Same goes if I told you I had this brand new way to generate

“What is it?”

You say, anticipating my response.

“Google Adwords” I reply.

Just because something worked in the past, doesn’t mean it works

Always consider market sophistication.

So instead of saying…

“The fastest way to shed pounds”

You might dig deeper into the product, and discover there’s a new
exercise technique that works like magic. And then drill down and
make it more specific with an angle along the lines of…

Unique 9 minute exercise speeds up metabolism, shed fat faster at
45 than you did at 35.

ALWAYS ask first…

How sophisticated is the market?

Then base your headline off that.

Scott Bywater

Direct Response Copywriter at Copywriting That Sells
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