Learn the easiest way for any marketer to drive a conversion increase. You can watch the video replay of this presentation at https://marketingexperiments.com/copywriting-2/the-zen-of-headline-writing If you can write a good headline, you already have a good understanding of the fundamental principles of marketing. Moreover, a headline represents one of the best ways for the marketer to achieve a major lift with a (dev-free) minor change. Learn the easiest way for any marketer to drive a conversion increase. If you would like to learn how you can maximize your digital investment for the fastest possible return, you can read about the MECLABS Quick Win Intensive here: https://meclabs.com/quickwinintensive

1. The Zen of Headline Writing:
Learn the easiest way for any marketer to drive a
conversion increase
Flint McGlaughlin
Managing Director
MECLABS Institute

2. @FlintMcGlaughlin
Business Software Suite
#1 On-Demand. 6459+ World Clients
Award-Winning Solution. Free Trial
www.XXXXXXXXXX.com/Business
54%Conversion
21%Conversion
97%Conversion
109%Conversion
31%Conversion
124%Conversion
201%Conversion
29%Conversion
15%Conversion
100%Conversion
21%Conversion137%Conversion
63%Conversion
189%Conversion
104%Conversion
40%Conversion

3. @FlintMcGlaughlin
Business Software Suite
#1 On-Demand. 6459+ World Clients
Award-Winning Solution. Free Trial
www.XXXXXXXXXX.com/Business
54%Conversion
21%Conversion
97%Conversion
109%Conversion
31%Conversion
124%Conversion
201%Conversion
29%Conversion
15%Conversion
100%Conversion
21%Conversion137%Conversion
63%Conversion
189%Conversion
104%Conversion
40%Conversion
• MORE THAN 20 YEARS OF RESEARCH
• OVER 1 BILLION EMAILS
• 1,300 MAJOR EXPERIMENTS
• 20,000 SALES PATHS TESTED
• HUNDREDS OF PUBLICATIONS AND
CONFERENCES
• 5 MILLION PHONE CALLS RECORDED AND
ANALYZED
• 500,000 CONVERSATIONS WITH
DECISION-MAKERS ANALYZED
Meclabs.com/QuickWinIntensive

4. “We spend too much time working on the
call-to-action and not enough time working
on the headline. No one gets to the CTA if
they don’t get through the top of the page.
— Flint McGlaughlin, CEO, MECLABS
The headline is the molecular unit of optimization. If
you can write a good headline, you already have a
good understanding of the fundamental principles of
marketing. Moreover, a headline represents one of the
best ways for the marketer to achieve a major lift with
a (dev-free) minor change.
In this video, Flint McGlaughlin answers this question.
WATCH THE VIDEO NOW

5. 1. Select a key headline from
your own collateral.

6. @FlintMcGlaughlin

7. 104%
Relative Increase
@FlintMcGlaughlin

8. 2. We need to challenge our
understanding of the
headline and its importance.

9. The headline is the molecular unit of optimization. If you can write a good
headline, you already have a good understanding of the fundamental principles.1
A headline represents one of the best ways for the marketer to achieve M4L.2
Every marketer can write good headlines. We tend to think of ourselves as
specialists, but there’s a common skills core that we should all master.
3
We spend too much time working on the call-to-action, and not enough time
working on the headline. No one gets to the CTA if they don’t get through the
top of the page.
4
@FlintMcGlaughlin

10. 321%
Relative Increase
@FlintMcGlaughlin

11. 3. We need to employ a step-
by-step framework.

12. The third division is adjectives, adverbs, and prep. phrases.
The first division is subject-predicate: and there must be a
complete thought, even if the subject is “understood.”
The second division is modifiers vs. objects/nouns.
Clarify your objective to initiate connection and drive conversation.1
Divide the headline into its constituent elements.2
@FlintMcGlaughlin

13. [Headline Here]
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? Which headline won?
@FlintMcGlaughlin

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10.44%
8.87%
7.46%
7.23%
5.67%
5.12%
5.03%
4.24%
3.36%
2.95%
@FlintMcGlaughlin

15. Why did these
headlines perform
in this order?
?

16. The third division is adjectives, adverbs, and prep. phrases.
The first division is subject-predicate: and there must be a
complete thought, even if the subject is “understood.”
The second division is modifiers vs. objects/nouns.
Clarify your objective to initiate connection and drive conversation.1
Divide the headline into its constituent elements.2
Identify the focus of attention.3
Determine the point sequence.4
@FlintMcGlaughlin

17. MECLABS.com/QuickWinIntensive

18. “We spend too much time working on the
call-to-action and not enough time working
on the headline. No one gets to the CTA if
they don’t get through the top of the page.
— Flint McGlaughlin, CEO, MECLABS
The headline is the molecular unit of optimization. If
you can write a good headline, you already have a
good understanding of the fundamental principles of
marketing. Moreover, a headline represents one of the
best ways for the marketer to achieve a major lift with
a (dev-free) minor change.
In this video, Flint McGlaughlin answers this question.
WATCH THE VIDEO NOW