Thursday, Sept 19

B2B Business Marketing Opportunity:

🗣Reach your target audience of 50,000+ DTC Brands: Learn more

GeoTargetly

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The Psychology Behind Why People Click: How to Craft Headlines That Convert

Your headline is your ad's first impression, which can be the difference between a scroll and a click. 🖱️You can also target your ads according to your customers location with tools like these. 

But why do some headlines grab attention while others go unnoticed?

It all comes down to psychology.

Let’s dive into the key psychological triggers behind why people click and how you can craft headlines that convert. 🚀

1. Curiosity: Spark Their Interest 🤔

Humans are naturally curious.

A great headline piques interest without giving away too much, prompting people to click for more.

Think of headlines like “The Secret to 4x ROAS That No One Tells You About” or “What Most Brands Get Wrong About Meta Ads.”

By leaving some details hidden, you create an irresistible urge to click.

2. Urgency: Create a Sense of Now ⏰

People respond to urgency because it triggers the fear of missing out (FOMO).

Phrases like “Don’t Miss Out,” “Last Chance,” or “Only a Few Spots Left” drive immediate action.

Incorporate time-sensitive words into your headlines to encourage quick decisions.

3. Relevance: Speak Directly to Your Audience 🎯

Your headline should speak to your target audience’s specific needs or problems.

If your audience struggles with low conversion rates, a headline like “5 Headline Hacks to Boost Your Conversion Rates Instantly” addresses their pain point.

Knowing your audience’s challenges and speaking directly to them makes your headlines more compelling.

4. Specificity: Be Clear and Specific 🔍

Vague headlines get lost in the noise.

Specific numbers, benefits, or results make your headline stand out.

For example, “How to Double Your Sales in 30 Days” or “7 Proven Tips to Increase Your CTR.”

Specificity builds credibility and sets clear expectations, making the click feel worthwhile.

5. Benefit-Driven: Highlight What’s in It for Them 💡

Your audience wants to know what they’ll gain by clicking.

A headline that focuses on benefits rather than features makes the value clear.

For instance, “Unlock More Sales with These Simple Headline Tricks” tells the reader precisely what they’ll get from the content.

To Summarise:

Crafting headlines that convert isn’t just about clever wording—it’s about understanding the psychology behind why people click. 🧠

Use curiosity, urgency, relevance, specificity, and clear benefits to grab attention and drive action.

I have included 100 Plug & Play Ad Headlines In Our 5-phase Ad Testing & Scaling System.

With this system, you'll not just write winning headlines but also scale them profitably.

IBRAHIM’S NUGGETS

5 reasons why brands are spending on TV

Hi, friends!

Hopefully, you’ve had a great week going so far, and you’re ready to talk about TV advertising.

How many of you knew that the very first ad slot on Television sold for just $9? Yep, you heard that right.. $9!!

As we all know, TV ads used to dominate marketing in the US (and still play a major role). In fact, TV ads were the biggest ad channel by total spending in the U.S. for around 60 years, from the late 1950s to the mid-2010s. In the late 1940s and early 50s, TV advertising was just beginning, with spending fluctuating between 8 and 9 figures annually.

By the 1960s, this number had grown into the billions. From the 1980s through the 2000s, TV ad spend in the U.S. consistently increased, reaching tens of billions annually by the 2000s. Between 2015 and 2016, TV ad spend in the U.S. peaked at approximately $79 billion. The years leading up to that time also saw similar figures.

Here’s my take on it:

- TV is still a MAJOR ad channel and if you’re profitably spending more than $100K/month on digital ads, you should be testing TV.

- Over the last 12 months, I’ve talked with A LOT of brands who are spending anywhere from 100K-2M/month on paid social ads across Meta, Google, TikTok, Pinterest, Twitter/X, and Snap.

- Many of these brands ask me what other channels they should be testing to achieve new and better results as they scale, and I’ve been recommending more brands to run a test with TV!

Here’s 5 reasons why I like it:

1. TV drives new reach: As brands increase spend on any channel, they will eventually be met with some level of saturation. The good news about TV is that there’s an additional 100M+ households in the US with either a set top box or a SmartTV/ Connected TV subscription. It’s a MASSIVE demo and CMOs shouldn’t ignore the reach.

2. Competitive CPMs: The best thing about TV is that the creative doesn’t affect the CPM price. The CPM price is set by the networks and channels (i.e publishers) and it’s NOT like Facebook where if your creative isn’t “liked” by Meta’s black box ad algorithm, then you have to pay more. CPMs on TV fluctuate by season and channel and can be as low as $3 but generally range from $10-25 depending on the inventory that you want to buy. I like Vibe.co for this.

3. Selling more! News flash: TV would not be a 60BN/year channel if it didn’t work. Sure, the attribution might not be as good as Meta, and more people are using their mobile phones than ever to consume content, but TV absolutely still drives sales. It’s great for older demos (i.e the ones who have the most cash) and a powerful direct response TV ad can absolutely crush it for brands to drive sales.

4. The Halo Effect: After running TV for a while, you’ll often see stronger paid social performance within the areas and cohorts that you’re targeting. Branded search will increase immediately and you’ll often have improved results on your paid social campaigns for weeks after your commercial airs.

5. Becoming a “Household name”: The concept of “becoming a household name” was largely influenced by the role TV ads have played in popularizing brands over the years. TV has a certain way of “legitimizing” brands, especially to older demos. Being able to say “As seen on TV” matters to buyers, which just adds another layer of social proof and trust to what you sell. Anyone with $10 and a profile can run ads on Meta. We've all been ripped off before when buying something on social. TV networks are not risking lawsuits and are very careful about any claims that are made.

Learn more about TV ads with Roku below.

Alright folks, that’s it for today!

Roku

Run CTV Ads on Roku This Q5

• “Q5” is a key post-holiday shopping period

• Reach shoppers where they’re streaming – on Roku

• You can run self-serve CTV ads for just $500

Discover CTV performance on Roku

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Have any questions that you need help with?

Ask here - and look out for Friday’s Issue where Ibrahim will answer them.