<!-- SPDX-License-Identifier: MIT -->
<!-- SPDX-FileCopyrightText: 2025-2026 Marcus Quinn -->

# Headline Testing Checklist

## Before Writing

- [ ] Define target audience & awareness level
- [ ] Identify pain point, outcome, & unique value
- [ ] Review [swipe file](direct-response-copy-swipe-file-headlines.md) for inspiration

## Drafting Pass

- [ ] Write 25+ variations using [headline formulas](direct-response-copy-frameworks-headline-formulas.md)
- [ ] Cover angles: benefit, problem, curiosity, social proof, urgency, contrarian

## 4 U's Scorecard (Aim for 12+)

| Criteria | Score (1-4) |
|----------|-------------|
| **Useful:** Clear benefit promised? | ___ |
| **Ultra-specific:** Numbers or details used? | ___ |
| **Urgent:** Reason to act now? | ___ |
| **Unique:** Different from competitors? | ___ |
| **Total** | ___ / 16 |

**Evaluate:** Clarity (understood in 5 sec, customer sees themselves) · Benefit (concrete numbers/results, not "better/easier/more") · Believability (plausible to a skeptic, curiosity without hiding the offer) · "So what?" (reason to care)

## Red Flags

- [ ] Vague ("Improve your business") or clever (wordplay hurting clarity)
- [ ] Long (>15 words) or hypey ("Revolutionary," "Game-changing," "Breakthrough")
- [ ] Features-only (no payoff), me-focused ("We're excited to..."), or clickbait (promise > delivery)
- [ ] 5-second test fails: unclear what's offered or who it's for

## A/B Testing

- **Test:** benefits, question vs. statement, number vs. no number, length
- **Sample:** 100+ impressions (500+ for significance); run 48h+
- **Metrics:** CTR (primary), time on page, conversion rate

## Improvement Tactics

| Weak | Strong |
|------|--------|
| "Grow list" | "Grow list to 10,000 in 90 days" (specificity) |
| "Learn copy" | "Learn copy before competitors do" (urgency) |
| "Get fit" | "Get fit without giving up favorite foods" (objection) |
| "Improve sales" | "Improve YOUR sales this quarter" (personal) |
| "Increase conversions" | "Increase conversions 47% (like 500+ others)" (proof) |
| "SEO tips" | "The SEO trick that doubled my traffic" (curiosity gap) |

## Final Selection

- [ ] Passes 4 U's (12+) & matches awareness level
- [ ] Beats alternatives & matches following offer
- [ ] Strong enough to stop scrolling
- [ ] Approved by fresh eyes
