What exactly is the headline breath test?
Imagine that you wanted to write a headline for your product or service and you sat down at your desk to put together it’s structure.
You start cranking out headline after headline and before long you’ve got yourself a pile of 25 headlines.
After spending an hour or so going over what you’ve come up with, you finally decide on a winner.
And the length of your winner is built on 15 words.
Not bad right?
Or is it…
The breath test can let you know if you’ve got a real winner.
Basically the breath test is this.
You write a headline that your reader can read and say to themselves in one breath.
Why does the breath test work?
It works basically on the fact that when your reader can read and recite your headline all in one breath then your reader can get the idea all in one complete thought.
If your reader has to take an additional breath while reading your headline, then it breaks up the thought which leaves your reader unable to put together your idea in their mind.
How do you write longer headlines without falling victim to the breath test?
There is a way to still create longer headlines and still continue to take advantage of the breath test.
To do that you can use the simple writers tool.
It’s called punctuation.
Here’s an example.
“Can your headlines past the breath test, 3 ways to find out”
“Can your headlines past the breath test– 3 ways to find out”
“Can your headlines past the breath test… 3 ways to find out”
I just made that up of course.
But you can see how simply adding punctuation allows your reader to breathe and continue on without interrupting their train of thought.
So there you have it.
Give your headlines the breath test to see more clickthroughs.