Do you want to write a compelling headline that increases your user flow?
Do you want to know how to write attention grabbing headlines that increase your CTR click-through rate?
Are you curious how big brands swipe the traffic for their stores through their ads?
According to the stats, 80% of people click when your ad’s headline attracts them. The best search engine in the world, Google, also rank those websites as having good CTR. In Google ads, one of the most important factors to rank on top is the Quality score which also includes CTR. If you are not getting good CTR, you have less chance of ranking on top.
Facebook also gives you an ad score, indicating whether your ad is attention-grabbing and engaging.
In this guide, I will show you the four u approach that, by using, you can improve your Ads’ first touch point, which is the headline. This guide is beneficial for those who want to increase their CTR on Google and ad scores on other social media platforms, including Facebook, Instagram, LinkedIn, etc. This guide is also helpful for those who want to do traditional marketing advertisements. Using the four u approach, you can save thousands of dollars you spend extra on your online advertisement because of the low ad’s score.
Let’s make the foundation first.
What is a four u approach?
The 4 U approach is used to write the perfect headline for your advertisement copy. This formula is easy to understand as compared to other copywriting headline formulas. This approach indicates 4 U, which are Unique, Urgent, Ultra specific and Useful. Michael Masterson developed this approach and used it as a universal approach to writing appealing ad copy.
Now you have a clear idea about the 4u approach, let’s discuss each point in detail.
| S.no | Topic |
| 1 | Unique |
| 2 | Urgent |
| 3 | Useful |
| 4 | Ultra Specific |
Unique
In ad copywriting, your headline should be unique because it helps you stand out over your competitor. Unique means that you provide the information they could not find anywhere else. If your headline is the same as your competitor’s, why do users pay attention to it? When you are writing a headline, first ask questions yourself.
- Is my headline surprise readers?
- Does it convey the unique benefit not mentioned in other competitors’ copy?
The best way to write a unique headline is to include your USP’s unique selling point. Before writing your ads, copy research about your product or service, write down a unique piece of information and use complete information. Remember, for your headline. You must follow character number limits, so be as short as possible.
Do you still need clarification about the uniqueness factor? Do not worry. Let’s dive into an example that helps you understand it better.
In this example, I am targeting those who want to learn about Google ads. You can see the unique factor here training from X Google ads expert in Amazon, which helps me to stand out over my competitors.
In this example, my target is those enterprises looking for CRM software, and you can see here that the unique factor is software trusted by 500+ enterprises.
Urgent
Urgency in ad copy headlines helps to take action sooner. In simple words, the word urgency is the time frame you give to show your audience that you can receive the benefit within that timeframe. Readers pay more attention to the words that create urgency.
But don’t be salesy when you are adding an urgency factor. Remember, people are smart enough and can easily judge sales pitches. Trying to solve their problem involves helping statements that make them feel that the issue is accurate and that they have to solve it as soon as possible.
One way to attract them is by giving them a deadline or timeframe in your headline. It would be best to give them a feel and act on it before it is too late. When you are working to put an urgency factor in your headline, ask yourself these questions first.
- Are your words motivate readers to act?
- Is the problem urgent?
- Is the time frame quite enough for them to take action?
In this example, I am talking about the e-commerce store selling t-shirts. In this headline example, you can see the urgency factor offer valid for 24 hours. This statement grabs the user’s attention to take action as soon as possible.
In this example, I am taking the example of logo design services. Where I am playing with the price factor, you can see the urgency factor here for today only. Prices go up tomorrow.
Useful
A useful term is directly connected with the benefits. In copywriting, benefits are your baby because, as you know, thousands of solutions are available on the internet for a single problem. People want to know the benefits of the solution.
Don’t bother your audience by focusing only on the feature, including benefits, as much as possible. It helps your audience to understand what they would get after using your product or service. You can add a valuable factor to your copy by giving them value, educating them about their problem and giving them the solution.
Let’s dive into examples:
In this example, I am targeting an audience that wants to learn digital marketing. In the last phrase, I mentioned earning up to $2000 per month. This is the benefit or applicable term which will grab user attention.
I am targeting business owners with ordinary websites with loading issues in this headline. So here I am directly targeting their pain point low sales increase your sales flow along with I have opened one curiosity statement that ranks better on Google. These are two benefits every online business owner wants first, rank on the top spot and second, good numbers of sales.
Ultra Specific
This term is Ultra specific, which means words that directly talk about the problem in a specific manner. The usage of ultra-specific words in your headlines makes them more targeted. Ultra-specific headlines indicate to the targeted audience what is directly related to them (circumstances, interests etc.). Mark my words. People love to recognize your headlines and recognize them specifically.
To write an ultra-specific headline, you must first know who they are. You can conduct your research by using online forums and social media channels. When your audience sees familiar words about their problem, they automatically pay attention to them.
Ultra-specific headlines improve audience focus because you are directly communicating with them about their pain, and they know exactly what they would get on the first touch point.
Do you still need clarification about ultra-specific terms, do not worry. Let’s dive into examples.
In this example, I focus on two ultra-specific words, one for IELTS and one for Beginners. It means I am directly talking about my right audience, the students who want to learn about IELTS speaking. In the second phrase, my headline is more specific, where I have mentioned about for beginners.
In this example, I am explicitly targeting startups who want a website for their business, not enterprises which means my copy is only for startups.
Conclusion
So here, our blog is finished. I hope you have gained good knowledge about headline writing. In this guide, we have discussed copywriting headline formula “4U”, where I have talked about four factors which make your headline unique and attention-grabbing. Now I am confident you can right appealing headlines by using all four factors Uniqueness, Ultra specific, Urgent and useful.
But if you are still confused about headline writing, you can mention it in the comment section. We will help you.
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