Client told me my headlines were 'too clever' - changed everything

Had a client at a car dealership in Atlanta say my headlines were winning awards but not selling cars. Switched to putting the main benefit right in the first 4 words. Conversion rate jumped 22%. Anyone else have a creative director who needs to hear this?

3 comments

3 Comments

oscar74326d ago

Eh I dunno man, sometimes clever headlines build a brand long term instead of just grabbing a quick sale. A 22% bump sounds good but if you're chasing short term numbers you might be leaving money on the table later.

grantp2827d ago

A 22 percent improvement is good but my buddy's band changed their name to just their zip code and got a van.

the_hayden26d ago

Wait @grantp28 I think you might be mixing up the numbers. A 22 percent improvement is actually pretty solid compared to just getting a van which anyone can do. Your buddy's band probably spent way less time and money on that rebrand than they would on actual growth. Most bands with vans still play to nobody unless they have the stats to back it up.