Great Copywriters Create Headlines that Echo

The folks at Investing Daily are some of the smartest direct marketers on the planet. And perhaps better than being smart, they’re disciplined.

Echoing audience needs is fundamental

Whether a user is searching or clicking, they expect continuity as they move from place to place in your online marketing funnel. For the example that follows I did a simple search for MLP, which is short for master limited partnerships, a popular investment vehicle.

On the very top of the search engine results page (SERP) was the following paid Google result:

You will note how the headline echoes my search, and then goes on to anticipate what I’m looking for: top MLPs that might merit my investment attention. To hype up the click-through rate the copy also offers a free report with details.

Clicking through on the listing brings me to the following page:

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The pros at Investing Daily follow through once again, echoing back my search term at the top of the landing page. The headline gives me both versions because the landing page might also attract visitors who have spelled out what they’re looking for.

Increased click through rate, and increased conversion rate

Echoing terms that users are searching for is fundamental in engaging them on the search engine results page and then further engaging them at your website. This principle applies to all manners of clickable media from search to banners to email. It sounds so simple: echoing keywords creates engaged readers.

As an added bonus, it also lowers your cost per click for paid search programs with Google.

Happy testing!

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