Testing Corner: Do quotation marks add power?

Testing Corner: Do quotation marks add power?

I’m a longtime proponent of setting quotation marks around your headline. Why? They grab attention. They can add credibility and a newsy feel. They make the reader wonder who’s saying this and why.

Best of all, they increase response, according to years of testing.

But exactly where you place the quotes can make quite a difference…and it needs testing. Here’s an example:

TEST: Would quotation marks be more effective around the headline or subhead? Here are the two tests:

Headline A

“What everyone needs to know about their brain’s untapped potential”

Research shows that brainwave control can bring out amazing memory in ordinary subjects

Headline B

What everyone needs to know about their brain’s untapped potential

“Research shows that brainwave control can bring out amazing memory in ordinary subjects”

RESULTS: When the response was compared to how the copy performed without quotation marks, the difference was clear. Headline A brought a 9.5% higher response – but Headline B boosted response by a full 26%.

Why do you think Headline B’s response was dramatically higher?

Email your thoughts to craig@cdmginc.com. Then, test quotation marks in your own headline.

Leave a Reply