Being completely open minded when testing new campaigns can be difficult. Whenever I start creating a campaign and begin to jot down headlines and copy to test I frequently disqualify a lot of possibilities on the spot. After you run different campaigns for a while you get an idea of what’s going to work and what isn’t, this can both hurt or help you as I’ve come to realize. I ran a lead generation campaign recently for a free initial consultation and tested two different headline:
“Sign Up For a Free Initial Consultation with Your First Visit”
“Sign Up For a Consultation”
Normally I wouldn’t have even bothered with the second headline because it isn’t anywhere near as appealing in my mind. I decided to just throw a bunch of wild card headlines into the mix like “Sign Up For a Consultation” just to see the CTR and opt-in rate difference but I was pretty shocked by the results. The second headline has an opt-in rate TWICE as high as the top headline. Even with experience you never know if something will work until you try it – especially in an unfamiliar niche/demographic. What I’m getting at here is this: try LOTS of different variations in your campaigns – don’t pigeon hole yourself to what you think will work. Make sure you’re covering a wide spectrum of ideas and not just testing your assumptions for what will work.