Sales Copy Headlines and Openers 3 — Questions and Answers
Question 1: Which headline technique presents an apparent contradiction to spark curiosity?
- Paradox headline (e.g., 'Work Less, Earn More') (Correct answer)
- Testimonial headline
- Price-drop headline
- Authority headline
Correct answer: Paradox headline (e.g., 'Work Less, Earn More')
Paradox headlines create cognitive dissonance that compels readers to read further to resolve the contradiction.
Question 2: What is 'headline blindness' and how should copywriters counter it?
- When readers ignore standard ad placements; counter with novel formats (Correct answer)
- When readers misread prices; counter with bold fonts
- When Google penalizes long headlines; counter with shorter copy
- When A/B tests fail; counter with multivariate testing
Correct answer: When readers ignore standard ad placements; counter with novel formats
Headline blindness occurs when audiences have seen a format so often they skip it; pattern-interrupts like unusual phrasing or visuals restore attention.
Question 3: In email marketing, which element functions as the 'headline' before the email is opened?
- Preheader text
- Subject line (Correct answer)
- From name
- CTA button
Correct answer: Subject line
The subject line is the email's headline—it alone determines whether the email gets opened.
Question 4: A sales page opens: 'Three years ago I was bankrupt. Today I'll show you the exact system that changed everything.' What opener type is this?
- Before-and-after story opener (Correct answer)
- Objection-handling opener
- Proof-stack opener
- Guarantee opener
Correct answer: Before-and-after story opener
The before-and-after story opener establishes relatability and credibility by showing a dramatic transformation.
Question 5: Which headline word has been shown in split tests to consistently increase engagement across most industries?
- Free (Correct answer)
- New
- Improved
- Exclusive
Correct answer: Free
'Free' remains one of the most powerful words in headlines because it eliminates financial risk perception instantly.
Question 6: What is the 'slippery slide' principle as it applies to openers?
- Pricing should decrease through the funnel
- Each sentence must pull the reader irresistibly into the next (Correct answer)
- Testimonials should appear before benefits
- Headlines should get shorter as the page progresses
Correct answer: Each sentence must pull the reader irresistibly into the next
The slippery slide, coined by Joe Sugarman, means every element—especially the opener—must make stopping reading feel impossible.
Question 7: Why is starting a sales letter with 'I' generally considered weak copy?
- It violates grammar rules
- It centers attention on the writer instead of the reader's benefit (Correct answer)
- It triggers spam filters
- It reduces SEO ranking
Correct answer: It centers attention on the writer instead of the reader's benefit
Readers care about themselves, not the writer; starting with 'I' signals the copy is self-serving rather than reader-focused.
Sales Copy Headlines and Openers 3
Which headline technique presents an apparent contradiction to spark curiosity?