Lesson objectives
- Apply message match
- Write three headline variations for testing
Message match
If an ad promises a 'free wedding budget template', the landing-page headline should say the same thing in nearly the same words. When the page doesn't echo what brought someone there, many visitors assume they're in the wrong place and leave.
A simple headline formula
Outcome + for whom + (optionally) how quickly or how easily. Example: 'A Wedding Budget Template for Couples Who Hate Spreadsheets'. Clear beats clever.
- Specific: name the thing they get.
- Relevant: name who it's for.
- Believable: avoid superlatives you can't support.
Subheadline: remove the next doubt
Use the line under the headline to answer the next question: what exactly is it, how long does it take, is it free?
Action steps
- Write your ad's promise and your page headline side by side
- Draft three headline variations using the formula
Checklist
- Headline echoes the traffic source
- Headline names the outcome
- Subheadline removes the next doubt