a single source, nothing corroborates it

Pick the title pattern to fit the product

How unusual the thing is decides which opening line works. Genuinely without equivalent, describe it as plainly as possible and let that do the persuading. One of many, add a hook drawn from the biggest objection, or claim the niche outright in one confident line. Either way write it as an assertion rather than a hedge, and match it to how much the arriving traffic already knows.

The method

1. 01

   If your product genuinely has no equivalent, write the title as the plainest possible description of what it does.

2. 02

   If your product is not unique, add a hook to the title, and get the hook by answering the customer's largest objection.

3. 03

   A third title pattern is to claim the niche outright in one confident line, positioning yourself as the answer for it.

4. 04

   When your product really is unlike anything else, describe it plainly and let it do the work; a vague headline throws that advantage away.

5. 05

   Write the title as an assertion rather than a hedge: state that this is how the thing gets done instead of saying you help with it, and say you replace the incumbent rather than that you are an alternative to it.

What it returned

• Banquist's title could have meant any of fifty things

• Copywriter Annie Maguire's traffic is personal recommendations so she leads with the solution; Zenbu's traffic arrives cold from its blog so it leads with the problem

Sources

• My step-by-step guide to landing pages that convertHarry Dry · Marketing Examples · 1/ Title · undated
• Rewriting landing pages with a pro copywriterHarry Dry · Marketing Examples · 2) Banquist · undated
• How to write a landing page titleHarry Dry · Marketing Examples · 1) Speak with conviction · undated