The downside of 4U headlines is that they are often bulky. You need to include as many as 4 elements, which can include long words. How to combat this?
Use the "headline + subheading" scheme
As noted earlier, the key element of a fronk oil email list selling headline is usefulness. To make the 4U form less massive, you can include the main benefit in the main phrase, which will be highlighted in large font, and then write out the remaining elements in the next line, formatting them as a subheading.
For example:
INCREASE SITE CONVERSION
By 15%, within 5 days, with the help of a usability audit
Dress up your headline in a design
A well-chosen design can ensure the compactness of the title by dividing it into several elements: a supertitle, a heading, and a subheading. In addition, the bulkiness can be reduced by using fonts and placing the title against a background of a drawing that will attract attention.
4U Header Element Hierarchy: What Can You Sacrifice?
We still have one important question left unanswered: if we cannot include all four elements in the 4U form, what can we sacrifice?
The priority in this case will be as follows:
Usefulness. This element shows the value that the user receives as a result of reading the title and the main text. In business materials, usefulness is the most important, since it is the benefit that motivates reading the entire material. When writing sales content, this element must be used.
Uniqueness. With its help we arouse the user's curiosity. Uniqueness works effectively in both commercial and information blocks. This element is given 2nd place in the priority rating.
Urgency. Responsible for increasing value, as it brings certainty and increases the user's desire to read the entire text. This element shares 3rd and 4th places in priority with targeting.
Targeting. With its help we narrow the circle of the target audience. This element is not needed for a wide coverage of consumers, but in business advertising targeting can significantly increase conversion. As we noted above, this element is in 3-4 places in priority along with urgency. In commercial texts targeting can be given 2nd place.
Keywords are not required, but are recommended for inclusion in 4U-headings. Use them if the heading is located in the H1 tag. This will help attract additional traffic from search.
The 4U headline writing technique has been tested by time. It is a universal technology that allows you to create interesting headlines that will make you stand out from your competitors. Do not use vague general descriptions. Put yourself in the consumer's shoes and try to understand what they want to get from your product - offer them exactly that.