Do you want a little self-assessment? If you do, take the A/B test below:
VERSION A
[Illustration: Panel containing a list of symptoms of nervous trouble]
Headline: Thousands suffer from sick nerves and don’t know it
VERSION B
[Illustration: Photograph of a nerve specialist]
Headline: Have you these symptoms of nerve exhaustion?
One of these ads was a big flop and ran only once. The other was a big success and ran over and over.
So which is which?
Think about it…
… think…
… take your time…
… all right. You ready?
The winner is B. But the right answer is less important than what you yourself thought the right answer was. Here’s what I’m thinking.
According to John Caples, who reported this A/B test in his Tested Advertising Methods, headline B won because it has the word you. On the other hand, says Caples, the losing headline is “simply a statement of fact.”
It certainly could be that. But maybe it’s the word these in the winning headline. Or maybe it’s the picture of the nerve specialist.
Or maybe, and this is just my guess, it’s that word thousands that killed the losing version. Because dig it:
One of the fundamental needs we all have is to feel special. That need is so powerful that sometimes, we are willing to hang on to our pain because it allows us to keep feeling special.
“Thousands might suffer from sick nerves… but that’s not my case unfortunately. My case is unique.”
So if you chose Version A in the self-assessment above, here’s a diagnosis:
You might be too truthful and direct with your marketing. You could benefit by protecting your prospect’s specialness a little more. At the least, don’t bluntly say, “I’ve seen your case a thousand times before. Here’s a cure.”
And if you chose Version B above, you probably have an intuitive understanding of the value of making people feel special.
In that case, remember there are simple and easy tactics for making people feel special. But you probably already realized this — since you’re a Type B.
Finally:
Here’s a special offer for you if you guessed A on the test above.
But you say you guessed B instead? How unusual. In that case, here’s a special offer for you also.