Test Results: SCREAMING For Attention! 3

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When I do multivariate testing for clients I typically break up the copy in to several distinctive sections, and test each part of the copy against absolutely nothing.

That’s how I discovered that so many beginning or amateur copywriters write terrible PS’s. I tested their PS section against saying nothing at all. And saying nothing at all often beat poorly written postscripts.

Over time I get a good sense of which sections almost ALWAYS improve conversion. And I recently found one you may not have thought of.

I call it SCREAMING for attention. Typically I see that as a bad thing, but if you do it at the write time in copy it works, and it works well.

Picture this. You’re building the logical argument for why your product solves a problem they’ve been consciously or subconsciously meaning to solve… you’re providing proof… you’re demonstrating how easy your product is to use…

…and then, to make sure they’re excited and paying attention, you say something drastic.

I’ll Let Mike Tyson Slug Me In The Jaw If This Doesn’t Work 100% Of The Time!

Or…

It’s So Easy Even A Total Jackass Can Do It!

Or…

And If Not I’ll Drive This 3-Ton Bulldozer Over My New Ferrari

Saying something outrageous and unexpected like the examples above in a subhead almost always increase conversion for me.

I typically follow the lively subhead with a ridiculous picture to really bring home the point. Maybe boxing gloves would work, maybe a live-action punch to the jaw, maybe a picture of a donkey (a jackass), or a picture of a bulldozer creeping up on a Ferrari.

This subhead is a blatant SCREAM for attention late in your copy that can refocus the attention of anyone you may be losing. And putting a strong sales argument right after this subhead is a great way to bring them back.

Thinking back, I can’t think of a time when “nothing” beat this “SCREAMING for attention” approach.

If you give it a try, let me know how it works out for you!

3 thoughts on “Test Results: SCREAMING For Attention!

  1. Reply Ryan Healy | Business Growth Nov 14, 2009 9:14 am

    I really like that suggestion, Stephen! In fact, I like it so much I’m going to test it in some of my own sales letters and see what happens.

    Ryan

  2. Reply Kevin Dawson Nov 14, 2009 11:57 am

    Stephen,
    Usually I try to make my copy smooth and consistent. But this just might work. I’ve got a launch coming up in December, so I’ll test this with my client.

    Thanks for the idea!

  3. Reply Stephen Dean Nov 20, 2009 6:54 pm

    Thanks guys, let me know how it goes.

    I think Clayton Makepeace gave me the idea while either reading his blog or his print newsletter a few years back. I know that it’s what I took away when reading an article by him, hopefully he’d concur.

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