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When to use it
When the team wrote the headlines and nobody has mined the business's reviews, testimonials or support conversations for copy.
How to run it
Mine reviews (yours, competitors', even Amazon reviews of books on the topic) for the sentence customers use to describe the problem or payoff. Run that sentence as the headline.
Why it works
Match what the visitor came for
Customers describe the problem in words other customers recognize. Joanna Wiebe read 500+ reviews for rehab center Beachway and tested the review-mined headline 'If you think you need rehab, you do': button clicks increased over 400% versus the internally-written control (Copyhackers review-mining case study).
Source: Copyhackers: Beachway
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