Bob Bly Direct Response Copywriter Official Banner

What’s Wrong with This Headline?

January 30th, 2009 by Bob Bly

There are several companies selling programs that teach you how to make a little extra money in your spare time by participating in market research surveys or focus groups. I sell such a product myself: www.marketresearchwealth.com

One of these companies sent me an e-mail promoting their program. The subject line read: “Get Paid to Evaluate Products.”

The “get paid” part sounds good. But “evaluate products”? Is that something you are dying to try? I thought not.

We get good results marketing our program online. The e-mail subject lines we use are “Get Paid to Give Your Opinion” and “Make $125 an Hour Giving Your Opinion.”

I think “give your opinion” is stronger than “evaluate products,” because most of us love to give our opinions — on just about anything. And in my subject line, you now get paid handsomely to do it.

My “Get Paid to Give Your Opinion” is an example of a swipe file in action: I borrowed it from an ad Richard Armstrong wrote to sell a book on how to get comped at casinos. His headline:

“Get Paid to Gamble”

Share

This entry was posted on Friday, January 30th, 2009 at 4:39 pm and is filed under General. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

50 responses about “What’s Wrong with This Headline?”

  1. Pavel Davydov said:

    Hello,

    I think the best template headline for such offers would be this:

    “Get Paid to Try/Use … [product and what it does]”

    Using something for free and getting PAID for that — isn’t it a nice appeal?)

  2. dianacacy said:

    The headline “Get Paid to Evaluate Products” doesn’t connect to the reader. Who talks like that?

    I don’t think I’ve ever heard anyone talk about evaluating anything in their daily speak. Like, if a friend was trying this new restaurant buffet, he would say “I’m going to try out the new food.” Not “I’m going to evaluate the new food.”

  3. Anne said:

    “Get Paid to Evaluate Products” would be a good draw…for some. The key is the first three words. “GPT” (“get paid to”) sites in general are of such interest that the phrase “GPT sites” alone (note: using the acronym) turns up 177,000 Google results, and there are forums specifically devoted to identifying these “earning opportunities”. Getting paid to evaluate products would appeal to those who want to get free product samples and/or earn a few extra dollars. As a side note: the money- and work-related online forums of some of the major websites for women get a significant number of posts regarding “GPT” opportunities, work from home scams, and links to coupons or freebies.

    My concern (from the perspective of the company paying for the product evaluation) would be that the pool of evaluators gained by such an e-mail may not closely represent the target audience for the product. That said, I have no data by which to evaluate this concern.

  4. Sean said:

    I agree with the point being made, but I can’t say I completely agree with the example.

    To me “Get paid to evaluate products” sounds more attractive because it sounds like a job description.

    “Advatorials” are ads that read like an editorial. A swipe file should contain more than great ads, like great editorials, magazine covers, and yes, job listings. Aren’t they just ads for job searchers?

    If your target audience lost a job, or is afraid of loosing one. They’ve been looking through plenty of job listings and would be ready to respond to something in a like format.

    Its still not good writing, but marketing isn’t about writing- its about knowing your audience.

  5. Jessica @ThriveYourTribe said:

    I think Sean makes a great point about the audience–thinking through who I know who’d respond to either one, it’s split pretty much 50-50. I think with “evaluate products” there’s a certain ego appeal going on (you’re the expert and we need your help), and since I know people who are evaluating products *anyway*, I’d imagine they’d jump at the chance to get paid.

    You’d definitely attract a very different pool of people with one over the other, so it just depends which pool you want :-). With the “Get Paid to Gamble” example, though, there’s an edge of the illicit. I wonder what the results would be with something like (pardon my language): “Get paid to b*tch.”

  6. dianacacy said:

    hmmm… good points. And I thought I was odd because I know a few people who would say ‘evaluate’ in normal-speak.

    This makes me wonder: “What group is this ad targeting?”

    I can see how ‘Get paid to’ is going to get attention at first, but we need to know how they are using the ad to make a proper judgment on the rest.

  7. Ken Norkin - Freelance Copywriter said:

    I think Diana, Paul and Bob in the original post are right that regardless of whether prospects would ever *say* “evaluate products,” it’s a weak headline that’s not likely to elicit the emotional or visceral “I want” response — which is, after all, what direct response marketing is all about.

    Paul’s and Diana’s suggestions of “try,” “use” or “try new” are much stronger. Those are words that people really use to describe what the advertiser wants them to do.

    I’d suggest testing an even longer headline: “Get paid try new products and tell us what you think.”

    I’d actually prefer a one-syllable word in place of “products,” but all I can think of are “stuff” (which might work with some targets) and “things” (which comes too close to rhyming with “think”).

  8. Ken Norkin - Freelance Copywriter said:

    Of course, that should have been “Get paid to try new products and tell us what you think.”

    (Editing of posted comments would be a nice function to have.)

  9. Bob Bly said:

    Just FYI, my ad and the other one I talk about are aimed at the same market: business opportunity seekers looking for a spare-time income they can earn at home — and NOT people looking for a 9 to 5 job.

  10. dianacacy said:

    My gut says that “evaluate” does not connect with the targeted audience here.

    Yes, I said after my first comment that I did know a few who use the word ‘evaluate’, but they’re honestly people I know through my programmer husband. The geeky-minded types, and who I suspect do not represent the majority.

    I would have a hard time using ‘evaluate’ in the headline.

    ‘Products’ doesn’t bother me as much. I really do hear a lot of people ask, “Have you used their products yet?” Now, if the copy was aimed at gaining people to try a specific set of products, then I could see how using different wording could benefit.

  11. Bob Bly said:

    Dianacacy: What about “review,” “try,” “use,” or “test”?

  12. Ken said:

    If the main goal of the subject line is to get the person to open the email, then having ‘get paid’ with anything may be good enough.
    A “how to” type headline may also work well.
    So might a subject line in the form of a question.

  13. Tristan said:

    The trick is, that when I see something like “get paid to give your opinion” it sounds like getting something for nothing, and I write it off as bogus.

    Getting paid to “evaluate products” or “review products” sounds more hands on, like I’d be actually doing something for the money, and hence, the bogus alarm wouldn’t go off, even though it’s the same thing.

    Pavel’s comment to include the specific product could be good if it’s a buzz worth product, like an iPhone or something.

  14. Cynthia Maniglia said:

    I like what Tristan said, and I agree with the point made that “Getting paid to ‘evaluate products’ or ‘review products’ sounds more hands on.” I’d have to add maybe a little more “scientific.” And also it sort of speaks to a more educated crowd … people who “evaluate” things based on “facts,” rational people, not just “opinated” people. What’s that saying – “opinions are like @ss%*!@s; everyone has one.”

    OK – I’ll stop with the quotation marks already!

  15. camisetas originales said:

    camisetas originales…

    […]What’s Wrong with This Headline? – bly.com blog – bly.com direct marketing blog[…]…

  16. Julie Rodiquez said:

    That is an excellent abridgment, I bring into being your weblog web page browsing for a allied area under discussion substance and got here here. I might not get hold of a large amount further in a row, thus it was clear to discover this website.

  17. Kelly Maged said:

    pretty at hand pertinent, on the whole I reflect this is really appeal a bookmark, thanks

  18. Jarrod Muska said:

    Really informative and outstanding composite stiff piece of articles, now that’s user friendly (:.

  19. auta uzywane said:

    An attractive statement may ensue value statement. I anticipate that you ought to achieve statesman for this pleased, it strength not indeed be present a sacred particular personality but commonly group are not an adequate amount of for you to communicate on the subject of such topics. En route for the subsequently. Cheers similar to your Khmer Karaoke Stars » Somnangblogs.

  20. praca og?oszenia darmowe said:

    Youre hence splendid, man! I cant trust I missed this blog for hence extensive. Its just abundant pack every cycle. Your propose, man…too amazing! I cant remain to recite what youve got subsequently. I love the whole thing that youre saying and want extra, additional, MORE! Keep this cheery, man! Its just exceedingly good.

  21. og?oszenia ostro??ka said:

    What are good blog posts for a writer who needs to begin a blog that smooth non-readers might want to visit?

  22. Jen Demarsico said:

    A self’s reasons why you are getting the mortgage can ensue distinctive with your solitude is normally recognized. Amid near instant advance approvals, nigh on nix concerns questioned and cash stuck into your can force to removing a quick steady payday loan a amazing hurting limitless of charge not to mention good-natured functional expertise. A further benefit in barely a few paper job helps achieve purchasing a payday loans considerably added quicker.

  23. Jeorge H Waters said:

    It is okay to ask such questions because many students often make mistakes creating an essay topic and shortly after it they have troubles with writing this essay. In this case, it is better to listen to https://paidpaper.net/

  24. Sameer said:

    Most of the time these courses are nothing but trash. The secret that these gurus promise are nothing but a generally used idea that can be gained by anyone having computer with internet connection.

  25. Cyberflix tv said:

    These are just the trick to get the money out from your pocket. So called courses are made to make money not to help the user. Don’t belive the things on the internet. Most of the time, they are vague.

  26. hyhy said:

    gucci sklep

  27. lolo said:

    skóra ekologiczna

  28. huhu said:

    torebka chloe

  29. One Dasty said:

    Bringing home a new puppy is a wonderful experience involving the whole family, which is why we begin training early to ease the transition to their new home and family. Owning a pug puppy or French Bulldog puppy is hard work. Maki make it less stressful. To provide a completely different environment for our puppies, we thoroughly researched and make sure this puppies will only go to respectable families
    https://pugslandbreeder.company.com

  30. robert said:

    https://savannahbengal.company.com/

  31. CucoTV Download said:

    Download Cuco APK in your android phone from the above hyperlink. Then, at that point, you can just see the under rules tolerating you truly need to effectively establishment the advert free model of the application on android. CucoTV Download Here is a catalyst manual that let you with the usage technique for cucotv application on your android phone. We should follow the secret advances since blueprint the thing toward the start.

  32. Ndure Shoes said:

    From Ndure buy online the latest fashion track suits at affordable price. Fast Shipping.

  33. Adriel nicolas said:

    Top Gun Jacket is on trend right Now a new movie has come whose name is Maverick, has used this jacket which gives killer look So buy this now from Slim Fit Leather Jacket and enjoy 20% off use coupon code GET20

  34. Real Estate Agent In Long Island said:

    Are your Houses for sale in long island NY? We understand how difficult it is to make the correct decision. Our knowledgeable staff is regarded as one of the finest in the real estate industry. We help you sell your home at the best possible price.

  35. Rajesh Pahan said:

    ???????? ??? ????? ?????? ?? ?? ???? ???? ??

  36. Rios Cosmetics said:

    Amazing air freshener and air freshener spray are offered by Rios, a multi brand retailer The shop wants to give customers delight by offering top notch air freshener price in Pakistan Their air freshener is perfect and precisely what you require With their air freshener sprays, Rios satisfies all of your needs.

  37. Alexpeter said:

    Our career coaches have decades of experience and have taken thousands of interviews across different industries – so you’ll be in AMAZINGGG hands for your Interview Tips

  38. Hazel James said:

    Website development Ireland and Dublin that offers a complete digital solution in taking your business online. Our Award Winning Agency not only devises strategies for your brand, but we own it like our own.

  39. Rios Cosmetics said:

    The best makeup brush for the face and eyes at Rios. Discover wide range of makeup brushes that are perfect for all your makeup needs. Grab your favorite makeup brush online in all over Pakistan.

  40. carls12 said:

    java software architect will be seeing designs through from start to finish incorporating everything from technology to the solution, assurance, governance, and security. You will need to be client-facing and be able to make complex designs seem simple to customers.

  41. Oxeltech said:

    Prototype development is the process of creating a functional model of a product before it goes into mass production. This model is usually the first version of the product and helps in evaluating its design, functionality, and usability.The primary goal of prototype development is to identify and resolve any issues before mass production. This saves time and resources by preventing expensive rework and product recalls.

  42. BabyBoxShop said:

    Make a heartfelt statement with our personalised gifts that are specially tailored for babies. Add a personal touch by customising items such as blankets, clothing, and keepsakes with the baby’s name or initials. These unique and sentimental gifts will be cherished for years to come, creating lasting memories for both the little one and their loved ones.

  43. BabyBoxShop said:

    Shower gifts are perfect for celebrating baby showers—a joyous occasion filled with excitement and anticipation. Discover thoughtful gifts that convey your best wishes to expecting parents.

  44. BSNS Consulting said:

    Rely on BSNS Consulting for reliable and efficient Accounting Services in Pakistan. Our team of skilled accountants ensures accurate financial record-keeping, bookkeeping, and financial reporting. With our attention to detail and financial insights, we help you make informed decisions that lead to improved financial performance and long-term success.

  45. iHost VPS said:

    Experience dedicated processing power with our Dedicated Core VPS hosting. Our plans offer isolated CPU cores to ensure optimal performance for your resource-intensive applications. Enjoy the benefits of dedicated resources within a virtualized environment, allowing you to run your projects smoothly and efficiently.

  46. CaVPS Host said:

    CaVPS Host stands out for offering affordable Windows VPS Hosting Cheap solutions without compromising on quality. Our services are tailored to meet your budgetary constraints while ensuring high-performance hosting for your applications and data. Experience cost-effective yet powerful Windows VPS hosting with CaVPS Host.

  47. CaVPS Host said:

    Discover unbeatable value with CaVPS Host’s cheap Windows VPS Europesolutions. Our hosting services are tailored for those seeking top-tier performance at budget-friendly prices. With data centres strategically located in Europe, you can expect low latency and lightning-fast speeds. Enjoy the power of a dedicated Windows environment without the hefty price tag. Our VPS plans offer flexibility, security, and reliable uptime, all at a fraction of the cost. Elevate your online presence with our affordable Windows VPS hosting and experience the CaVPS Host advantage today!

  48. Tiptop-einrichtung said:

    A barberstuhl is a specialized chair used in barbershops. It is designed to provide comfort to male clients and facilitate optimal working posture for the barber.hese chairs often have a classic design and can be antique or retro-styled.

  49. Ginkgo Retail said:

    Ginkgo Retail’s Multi Sale Channel Software streamlines operations across multiple platforms, optimizing sales potential with ease. Seamlessly integrated and user-friendly, it simplifies management while maximizing outreach. With global compatibility, it ensures a broad market presence while maintaining centralized control. Experience efficient, effective, and comprehensive sales channel management with Ginkgo Retail.

  50. BSNS Consulting said:

    BSNS Consulting is a trustedTaxation Services Provider in navigating the complex landscape of taxation. Our dedicated team of experienced professionals is committed to providing comprehensive taxation services that cater to individuals, businesses, and organisations alike. With a deep understanding of ever-evolving tax laws and regulations, we ensure that you optimise your tax strategies, minimise liabilities, and maximise your financial well-being.

Leave a Reply