5 Headline Myths That Cost TPTers Opens(and sales)
TPT Facebook groups are a jungle of misinformation.
They are full of Virtual Assistants, newbie sellers, experienced sellers, preying edupreneurs, expert sellers, burned-out option seekers, perfectionist edupreneurs, and many others spreading rumors sharing tips.
TPTers assume tip sharers are experts. They may be fellow sellers, TPT coaches, or VAs. But, just because someone has an “I’m Experienced” badge, doesn’t make them knowledgeable.
If you hear a tip, verify it.
Especially when it comes to copywriting. Many TPT “copywriters” are VAs who write copy. Writing words for other people doesn’t make you a copywriter.
That's like saying anyone who's ever led a hike is a jungle tour guide.
Here’s your warning.
These are headlines myths because many TPTers have this wrong. So this list is the opposite of what you’ve heard.
Think about each myth. Question the advice and prove it for yourself.
Myth#1: Your Subject Line Should Be Short
I’ve heard this a bazillion and one times.
Here I plant my flag and defend my position with the fervor of a monkey protecting its bananas.
This is wrong. Anyone who tells you your subject line should be short is not only wrong, but needs more copywriting training.
The reason everyone gets this wrong is because a subject line needs to be concise to get the point across. Write lots of variations and then edit them with a machete.
Which may result in short, 5-6 word subject lines. A few 12 word subject lines. Then your job is to figure out which one is best suited for your email.
A subject line doesn’t need a bunch of details. It needs enough details to prepare readers for what’s in the email and get readers to open.
So your email subject line can have 2 words. Or 6 words. Or 14 words.
It doesn’t matter as long as it's to the point.
(I prove this to you from my own email list in my course.)
And there are other subject line myths you need to be aware of.
Myth #2: Improving Your Subject Lines Will Improve Your Open Rate
This is true. Sorta.
But there is a limit to the increase. It will improve your open rate…some.
If you want to explode your open rate, like go from 25% opens to 65% opens, you need to think bigger.
You need amazing emails.
Emails that deliver such helpful content readers always open your emails. No matter what the subject line says.
I could put the letter “m” in my email subject line and my audience will open it to read the content. Because I email them content that makes them better marketers in every single email.
Write better subject lines. Write even better content.
Myth #3: A Subject Line Analyzer Will Increase Opens
A subject line analyzer might tweak a headline for you. But it might not. A headline analyzer is going to help you gauge how clickbaity interesting your subject line is. It’s checking to see if you have the wow factor.
(And maybe some SEO stuff the Algobots want to see.)
Which is important. It’s how you stay on the right path.
But it’s not the most important part. A subject line analyzer doesn’t know your audience. Or know what’s in your email. Or know what you’re trying to sell. Or not sell.
It’s a neat tool. You should try it out, but not depend on it.
It won’t help you increase your open rate. Learning to write construct subject lines will.
Myth #4: Using Someone’s Name
Grab this while it lasts, *|First Name|* isn’t fooling anyone.
We know we’re being marketed to. We know it’s a list of a bunch of other teachers.
And while it’s okay to use a name, stand out by not doing this since everyone else is.
Hearing our name is music to our ears, if it’s being used by a friend or a family member.
As written above, it makes me feel like, "How do you know my name? What do you want? Who are you? Do I know you?"
And then I settle on rolling my eyes because I see it’s a marketing email. Those aren’t the questions you want me asking.
If you want to use merge tags in a way that really gets engagement…I’ll show you in this email.
Myth #5: Teasing a Secret in the Headline
Does the email contain a secret?
A real secret? That NO ONE knows?
Because if you’re going to announce the semiannual TPT sale, I’m gonna jump off of this page, into your inbox, rewrite your email, and send an exorbitant bill to your DMs and let ManyChat deal with it.
A TPT sale or a launch is not a secret. Those headlines are a gimmick. Along with so many other “secret” headlines.
Secret subject lines are disintegrating your email marketing strategy.
In fact, it's building distrust with your audience. They know you want them to click and read your email. And they know you made a conscious decision to not deliver content that is worth that subject line.
So let me let you in on something else that’s not a secret.
Next time, they see you use a subject line like this. They won’t open.
Bonus Myth: The Purpose of the Subject Line is To Get Opens
Yes, if you want to limit the subject line to opens, you can.
But it is so much more than that. If the subject line was just supposed to get opens, you could say “$25,000 and an Unlimited Supply of Starbucks Inside” and every TPTer would open.
Right?
So then, the purpose of a subject line isn’t to get opens, right?
There is so much more to a subject line. Including
Knowing what to do before writing a headline to get more email clicks
Being able to write an email subject line that will appeal to everyone on your list
Being able to write an email subject line that will only appeal to a certain portion of your list
If you want to write headlines like that, go check out the 15 minute mini course.
