When we write we are talking to our reader. While your reader is going through your content they will be responding.
They might think “Interesting, I didn’t know that”, or they might think “So? What’s in it for me?” and they might think “So what?“.
One response I don’t think many marketing copywriters are prepared for is the response we have to headlines like “Make a million dollars while you sleep”.
It’s the “Yeah, right” response.
If you get that kind of reaction then any credibility and trust you have built starts to show cracks.
Always make sure you can back up any headline promises. As the saying goes
“Extraordinary Claims Need Extraordinary Evidence”
This is where split testing comes in handy. You might find that a more toned down version of your headline, while pulling fewer clicks, works better overall. In fact I have found more “realistic” headlines tend to get a greater click count as they are not dismissed off hand.
Next time you are reading some marketing material or a website landing page, take careful note of the responses that spring up in your head. It could be some of the best copywriting education you can give yourself.