I’m an ardent advocate for setting quotation marks around your headline.

Why?

Because they grab attention.

They add credibility and a newsy feel.

They make you wonder who’s saying this and why?

Best of all, they increase response, evidenced by years of testing.

But, exactly where you place the quote marks can make quite a difference!

Here’s an example …

We tested whether quote marks would be more effective than (A) no quote marks, (B) quote marks around the headline, or (C) quote marks around the subhead.

It looked like this …

Headline A – No quote marks:

 

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 – Quote marks around the main headline:

 

“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 C – Quote marks around subhead:

 

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

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

 

The results?

Headline B, with the quote marks around the main headline, brought in 9.5% higher response than Headline A, which had none.

But headline C, with the quote marks in the subhead, boosted response by a full 26%!

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

Email me your thoughts at craig@cdmginc.com.

If you’re looking for help with your copy or on your next campaign, call me on 615.814.6633.

 

 

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