To test a headline, turn it into a survey question and guess how many shoppers say “yes”

I recently discovered this heuristic while I was writing a new headline for my Roast service.

I was trying to reach people thinking about designing a survey, not just those who’ve already started one.

Initially, I wrote, “Have an idea for a survey but don’t know where to start? Get a Roast.”

I thought it would be creative (and thematically consistent) if I framed this message as a rhetorical survey question, so I rewrote it:

Ever had an idea for a survey but didn’t know where to start?

◯ Yes

◯ No

That’s when something interesting happened.

Framed as a survey question, I realized that within any organization the majority of people involved in a survey don’t design them. Consequently, most visitors to my website who encounter this question would probably think “No” and move on.   

This mental calculation prompted me to further broaden my target audience and appeal to both groups – those who design surveys and the associates, managers, executives, etc. exposed to them.

I rewrote it again.

Ever been involved with a survey at work?

◯ Yes

◯ No

But I understand the power of smart research and want to be prepared.

I’m hoping more people say “Yes” to this revision -- and keep scrolling.

But regardless of whether this moves the needle for me or not, the idea to convert headlines into yes/no survey questions has proven immensely useful.

Ecommerce founders and marketers can try this right now.

If the main headline on your homepage is framed as a yes/no question, what percent of shoppers do you think would read it and say “Yes. That applies to me.”?

Your answer should not only clarify who your target shoppers are but also the size of that group.

That way, you can determine if you are addressing the needs of a customer base that’s large enough to drive the kind of engagement you want to see or not.

Give it a try and see.

Or, for a more guided experience, book a Roast with me.

Just click on the link below.

https://www.sammcnerney.com/45-dollar-survey-roast