How to Create High-Converting Headlines: Tips from Matt Lerner

Crafting a high-converting headline is both an art and a science. Matt Lerner, the founder of SYSTM and a veteran of PayPal and 500 Startups, shares his expertise on creating compelling headlines that resonate with customers. Here's a concise guide based on his recent webinar that I attended.

The Power of a Good Headline

A headline can make or break your marketing efforts. The first impression is the hook that captures your audience’s attention. Matt illustrates this with a compelling example: a headline change that led to a tenfold increase in conversions. This drastic difference underscores the importance of understanding and applying effective headline strategies.

Understanding Language Market Fit

Language Market Fit is the process of aligning your message with your audience's goals, struggles, and anxieties. It's not just about what you want to say, but also about how your audience perceives and relates to it. This alignment is crucial because it directly influences how your customers respond to your content.

The Neuroscience Behind Attention

According to Matt, our brains are hardwired to filter information based on familiarity and goal relevance. This filtering happens in a fraction of a second, driven by neurones that prioritise stimuli matching our immediate goals. Therefore, your headline must be familiar and relevant to capture attention quickly.

The “Now You Can” Test

For better resonance in your headline, try Matt’s "Now You Can" test. This involves adding "Now you can" before your headline to check if it makes sense and speaks to a customer outcome. For example, "Now you can organise, share, and take notes on PDFs, web pages, and academic papers" is clear and outcome-focused compared to vague alternatives.

Crafting Customer-Centric Headlines

1. Avoid Product-Focused Language: Instead of highlighting your product's features, focus on the outcomes your customers desire.

2. Be Specific: Clear and specific language beats clever but vague wording.

3. Use Customer Language: Conduct customer interviews and use their words to shape your headlines. This ensures your language is familiar and relevant to them.

Practical Application: A Step-by-Step Guide

1. Map Your Growth Model: Identify leverage points for the most significant impact.

2. Read Your Customers’ Minds: Understand their goals, struggles, and the language they use.

3. Run Experiments: Test different headlines to see which performs best.

4. Iterate Quickly: Use rapid testing methods like the five-second test to refine your headlines based on real-time feedback.

Conclusion

Creating a high-converting headline is about speaking your customers' language and addressing their immediate needs. By understanding the neuroscience of attention, applying the "Now You Can" test, and focusing on customer outcomes, you can craft headlines that capture attention and drive significant conversions.

For more detailed strategies and practical tools, Matt Lerner’s course and his book "Growth Levers and How to Find Them" offer extensive insights and actionable steps to master the art of high-converting headlines.