Our best performing headline ever was a plain little phrase.
Get Started in 60 Seconds.
We didn't try to make it clever. We just said how fast someone could get going.
And it beat every clever headline we tried against it, twice.
Turns out people aren't really wondering if your product is good enough.
They're wondering how much work it's going to take them before they get the result they're after.
We saw the same thing happen with another test.
We added the word free to a signup headline, and it won too.
Plain, low effort language keeps winning, even against headlines that were better written.
That's because a headline like this answers the question someone has, rather than a clever one nobody's asking.
So take a look at the headline on your most important page right now.
If it reads something like "Powerful Marketing Automation For Modern Teams," try this instead. "Launch Your First Campaign In 10 Minutes."
Same idea, but now it says exactly how fast this is.
Just one thing though, before you post it. Make sure it's true. If you promise 10 minutes and it takes an hour, people notice, and that trust is hard to get back.
So next time you're rewriting a headline, skip the clever line.
Just tell people how fast it’s going to be.
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