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 the sub-head?
 

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: The response to quotation marks was already proven. Now in this case, should they be around the main headline or the sub headline?
Headline A brought a 9.5% higher response over no quotation marks—but Headline B boosted response by a full 26%.
Why do you think Headline B’s response was dramatically higher? Email me your thoughts at [email protected]. If you are looking for help with your copy or on your next campaign, call me at (310) 212-5727