4U: a unique technology for creating useful and catchy titles

High-quality and useful content is what attracts the user audience, promotes its subsequent interaction with your business. But any article, commercial offer, newsletter always begins with the title. This is what first catches the reader's eye, allows them to understand what the further narrative will be about and understand whether all this will be interesting and useful to them. And if the title does not attract attention, then with a high degree of probability the person simply will not study further material. So how to prevent this? How to get a unique, catchy and useful title for your article or other material?

To solve this problem today, a technology called 4U is used. This is a formula according to which the title should emphasize uniqueness, provide the audience with benefits, be understandable and easy to perceive, and also indicate time constraints. It is designed to make both the title itself and the subsequent review stronger, more effective, and ensure communication with the audience in their language.

As part of today's review, we will dwell in more detail on what the 4U formula is and get to know each of its components in detail. We will tell you when it is worth using such titles in practice, and when they will be superfluous. We will describe the entire process of preparing 4U-headlines, and also tell you how to do this work using specialized services and neural networks. We will pay attention to the parameters that will indicate the effectiveness of the headline. Here are some practical recommendations that will help improve these indicators and get a title that is guaranteed to attract the audience and will promote deeper familiarity with your material.

What is the 4U formula in the formation of headings

Today, the 4U technology has found quite a wide application in practice in preparing headings for emails, SMS mailings, advertising banners, push notifications, sales content, etc. It is designed to increase the attention of the user audience to the material, ensure its opening and deeper, detailed study, and generate clicks on the advertisement. The 4U label itself is an abbreviation of 4 attributes, which became the basis for compiling high-quality and effective headings. In particular, we are talking about the following aspects:

1. Usefulness, that is, the benefit for the client.
2. Ultra-specificity, that is, specificity.
3. Uniqueness, that is, exclusivity.
4. Urgency, that is, time limit.

In order to learn how to use the 4U formula in practice as effectively as possible, you need to have an excellent understanding of each of these attributes. Moreover, you need to consider them comprehensively, since each position here will complement each other, improve the overall result and help to get a truly attractive title for your publication.

Usefulness

A criterion such as Usefulness literally means "benefit for the client". And it can rightfully be called one of the most important when forming titles. That is, in order to sell goods, services, interest the audience in your offer and ultimately make a profit from it, you must think like a consumer, evaluate what benefit he will receive from this offer. Let's say a person would like to buy a tour. What does he expect? A comfortable hotel, quality food, proximity to the sea, a low price. That is, he has a specific goal: to choose the best option possible within his own budget.

In this case, one of the most common mistakes of business representatives is that they are primarily focused on their own benefit, that is, they think in those categories that will allow them to make a profit. But in practice, this does not work. You must take the client's side, try to grasp his requests and wishes, offer an option that can solve their problem. That is, already when composing the title, you must take into account:

• the problem that your product or service will help solve;
• how the consumer will be able to use your product;
• what benefit will a person receive if they turn to you for help.

It turns out that you should already in the first words let the user know that it will be beneficial for them to contact you. That is, it is important for you to highlight what will distinguish your product from similar offers from competitors. This is exactly what will help to increase the likelihood of a deal many times over. If we return to our example about a travel agency, then you can write something similar: “7-day all-inclusive tour to Tenerife from a partner hotel on the ocean shore with a discount”. You can be sure that such an offer will certainly interest a person choosing a tour for themselves and will make them familiarize themselves with the offer in more detail.

When presenting information, focus on maximum specificity, do not use vague ambiguous phrases, so as not to be unfounded. You should also not resort to enthusiastic remarks, since here you risk simply not passing moderation by the site and then your message will not get to the market at all.

Ultra-specificity

The translation of the word Ultra-specificity literally sounds like ultra-specificity, but can also be translated as specification of the benefit. That is, it will not be enough to simply tell users about the benefits that they will receive in the process of cooperation. And this can be best done with numbers. This is what can significantly strengthen the offer and encourage users to subsequent interaction better than any loud phrases. It is the numbers that catch the audience's eye the most, attract their attention, and make them click on the link in order to finally understand what the title was about and whether it is all true. If it is not possible to show numbers, then use comparisons that your audience can easily understand and evaluate their benefit.

If we return to the example we talked about above, then our title will already sound like this: “7-day tour to Tenerife “all inclusive” from a partner hotel on the ocean with a 50% discount”. If you do not want to use numbers, then you can write like this: “7-day tour to Tenerife “all inclusive” from a partner hotel on the ocean half the price”.

Here you should understand that most purchases are made by users based on emotions. And if you show them a title that will not leave them indifferent, then there is a high probability that you will be able to get an order. In order to add specificity to the offered product, use the following rules:

• the title must contain only relevant and truthful information: if you say that the discount is 50%, then it should be so in the end;
• the facts from the title must be confirmed in the text: a person who is interested in the title will definitely go on to study the entire material;
• indicate only tangible benefits: if you indicate that the discount on a tour worth several thousand dollars is $100, then this will cause nothing but indignation;
• exclude clickbait titles: too tempting an offer that will not be correspond to reality, can only cause negative emotions in the audience;
• usefulness should be contained not only in the title, but also in the material itself: having opened your publication, the user should be convinced that he did not perform such an action in vain and he can receive a real benefit.

That is, this point in the 4U formula says that you need to show the benefit and advantage of your goods and services in the title.

Uniqueness

Uniqueness is uniqueness, exclusivity. And here such options as “the cheapest”, “maximum discount”, “the best product” and similar ones will not work here. Your title should have a special “highlight”, uniqueness that will effectively distinguish it from its analogues, attract the attention of readers.

“Invest in a new hotel on the seashore and get an annual profit of 25%”, “Take a course of kinesiotherapy and in 3 months you will forget about back pain”. “Entrust SEO optimization of the site to our specialists, and in six months your site will be in the TOP of the search results”. These are just a few examples of the unique component of headlines.

To implement this idea, you need to understand how exactly your product differs from its analogues. Here it is important to be well versed in the specifics of the business, take into account the psychology of buyers, the features of a particular product. That is, before preparing such headlines, analyze the market, create a portrait of the target audience, assess purchasing power, take into account the features of the region you are targeting. Only with such extensive information will you be able to understand which arguments will have the greatest impact on your potential clients and will be able to best convey the benefits of working with you.

Urgency

Urgency is the component of the 4U formula that indicates the time limits for your offer. Let the potential buyer understand not only that your product will help solve the problem they are facing as efficiently as possible, but also that they will only be able to use it for a certain period of time, such as “only 1 week”, “from 26.01 to 15.02”, etc. This solution works as follows:

• there is a time limit: if you don’t have time — then, you're late;
• there is motivation to place an order right now;
• evokes positive emotions, since everything is stated here precisely and to the point: no vagueness.

There are many examples of such options: “book a vacation from 26.01 to 15.02 with a 30% discount”, “only on 15.05 a dentist consultation for half the price”, “First trial workout: evaluate the effectiveness of classes for free”, etc.

When setting urgency within the 4U formula, you can create selling headlines with deadlines that will limit the validity of the offer, such as “2 days to place an order”, indicate limits on the validity of the benefit “20% discount only today”. It is also possible to specify the terms, but without an exact offer, such as the “gift to every tenth buyer” option. You choose the option that will be most appropriate in your case. By and large, in subsequent practice, you can combine these solutions with each other in order to create headlines that are different from each other.

Cases when using a 4U-headline will be justified in practice and vice versa

Despite the fairly high efficiency that 4U-headlines demonstrate in practice, this formula cannot be called universal. And the main difficulty here is that such a title will be quite long. As you include all 4 components in the title, new symbols will be added, which will not always meet the requirements of different advertising formats, articles. In practice, there are often cases when one or two U are simply neglected, thereby reducing the size of the title. To help you navigate the possible options for using the 4U formula in practice, we will provide a number of formats for which it is quite suitable:

1. Heading for a landing page. In this case, we are talking about a commercial page dedicated to the sale of one product or service. If you write the most accurate and high-quality heading, then such a page will convert much better, which will give a positive result in attracting a user audience.
2. E-mail newsletter, namely the heading that will be placed at the beginning of the letter. In this case, we are talking about the fact that the direct content of the letter itself begins with such a heading. It can also be placed on the first screen, placed on an image.
3. Contextual advertising. In this case, 4U will no longer be the title itself, but the advertisement itself. Determine how many characters are acceptable in a particular case, and then simply prepare the appropriate phrase.
4. Targeted advertising, as an option, in social networks. But here, not everything is as clear as it might seem at first glance. It is necessary to initially focus on what product or service you are promoting. But in any case, to increase efficiency, it is worth adding a little creativity, intrigue readers.

But it is better not to use the 4U format for writing the subject of the email itself, as this can significantly complicate the entire structure. It will be more useful for you to come up with an intriguing and emotional title. This option is also not suitable for blog articles, because this is more informational than selling content. In this case, you just need to let readers understand what the material will be about and what benefit it brings. Another thing to avoid is using 4U headings as website page titles. Phrases that are too long will be very difficult to fit into a classic design. In addition, they will not bring much benefit to the audience, as they will contain too much information. Here, it is worth betting on more classic solutions, such as “Our Products”, “About the Company”, “Contacts”, etc.

How to Create a 4U Heading Correctly

In fact, creating a high-quality 4U heading is not as difficult as it may seem at first glance. You just need to follow a number of key rules, namely:

• Take your time. According to statistics, preparing a heading takes a third of the time required to write the article itself. You can return to the heading after the main material has been prepared.
• Consider the fact that most users will only read the heading. If it doesn't interest them, they won't continue to study the material.
• The informativeness of the title is important, but it shouldn't fully reveal the meaning of the article. It is important for you to intrigue the audience, thereby facilitating a deeper acquaintance with the material.
• Add intrigue to the title, a proven fact. This is what will interest, and also convince of the honesty of the phrase. These are the feelings that will automatically spread to the rest of the material.
• Focus on the opportunity to save. Believe me, no one interested in certain goods or services will miss out on a material benefit.

But it is also important not to overdo it when composing a 4U-title, otherwise you can cause contradictory, or even completely negative emotions. It is also important to understand that your competitors will also go the same way. This means that it is better to avoid templates, to focus on your own advantages, those benefits that you are ready to provide to your audience. Those methods and tools that yesterday showed excellent results in practice may not work at all today. Therefore, you should always rely on novelty, freshness, originality. This is what will be the key to effective product promotion.

If we consider the process of creating a 4U-headline step by step, it will look something like this:

1. We write down the usefulness of your product. As an option, it could be “7-day tour to Tenerife”. This way we let the potential client understand what kind of product you are offering.
2. We add specifics and uniqueness of your product to the headline. Now your headline will look something like this: “7-day tour to Tenerife “all inclusive” from a partner hotel on the ocean with a 50% discount". This way you expand the general idea of your offer and indicate that it will be beneficial for a potential client.
3. Add time. We get a title like this: "7-day tour to Tenerife "all inclusive" from a partner hotel on the ocean with a 50% discount only from 30.04 to 15.05". This is what will show a potential client that your offer is limited in time. That is, if this option is interesting to him, then he needs to hurry to take advantage of it.
4. The last thing we need to do is add a touch of uniqueness to our title. This should be some unusual offer that will persuade a hesitant client to place an order for such a tour. Alternatively, you will receive a headline like this: “7-day all-inclusive Tenerife tour from a partner hotel on the ocean with a 50% discount only from 30.04 to 15.05 + free sightseeing tour of the island.”

As you can see, we have a full-fledged 4U-headline containing all 4 key components. But it is quite voluminous. If you think that something from it can be thrown out without harming the content and usefulness for the audience, you can do so. Alternatively, you can remove “on the ocean shore”, because most hotels in Tenerife are located near the coast, or “from a partner hotel”, since you already indicate that the buyer receives a 50% discount. But in some cases, you can simply reduce the font a little and then the large phrase will no longer look so voluminous.

Ways to get 4U-headlines

We would like to immediately draw your attention to the fact that one of the most reliable, effective and proven options for getting a 4U-headline will still be their direct manual writing, taking into account all the specifics and uniqueness of your offer. How to do this as correctly as possible, we have already described above. But still, there are 2 additional options for implementing the task:

1. Using special online generators. We would like to draw attention to the fact that such services do not generate anything special. They simply collect something similar to a title from individual phrases. Most of them have several separate fields with examples of descriptions of what information should be in them.
2. Writing the appropriate prompt for the neural network. In this case, you will need to explain to the bot what area you want to generate a title for using the 4U formula, indicate what material exactly the title is needed for. You can also say what target audience and geolocation you are targeting. Highlight the competitive advantages of your offer, as well as the discounts that you are ready to offer to the user audience, the validity period of the promotion. It will also be useful to indicate everything that will be important when preparing such a title. After that, the neural network will offer you several options, often 10. You might be interested in which one it is.

Both of these methods will most likely help you get a template for a future 4U-headline. Then, in any case, you will need to make some revisions to get a decent version in the end. Will all this speed up your work? It is quite problematic to answer this question. Perhaps, you yourself will be able to get an excellent version without outside help, but still, in case of a creative crisis, it will not be superfluous to use the help of generators or neural networks.

Is it possible to measure the effectiveness of the headline?

So, let's assume that at this stage you already have a headline that includes all 4 components of the 4U formula. But how do you know if it works in practice? In this case, you can use a number of specialized metrics:

• Click-Through Rate (CTR). This is an indicator that indicates how many representatives of the user audience clicked on the title. The higher this figure is, the more catchy your title was. To get the most accurate parameters, you should compare CTR indicators under the same conditions: within the same advertising campaign, on the same platform. This indicator is calculated quite simply: divide the total number of clicks by impressions and multiply by 100%.
• Conversion rates. In principle, the title can contribute not only to an increase in the number of clicks, but also directly to the completion of target actions. Alternatively, this can be a subscription, purchase of goods, services. Conversion will be one of the key parameters in determining the effectiveness of your entire work. To find out, you will need to divide the number of target actions by the total number of clicks.
• Open Rate (OR). This indicator has found wide practical application in email newsletters. It indicates how many of the user audience opened the letter with your title. Alternatively, to improve the efficiency of work in this case, we recommend that you conduct preliminary A/B testing to determine the best option for yourself before launching the main work. Next, you will need to divide the number of openings by the total number of delivered emails and multiply by 100%.
• Time spent by the user on the page. Everything is simple here: if a person lingered on the site, it means that he was attracted by the title and, accordingly, all the information that you offer him to study. To find out this indicator, you will need to study the information provided by web analytics.
• Bounce Rate, also known as bounce rate. If you see a high figure, this will primarily indicate that the title does not match the content, that users will not find the promised value for themselves. To find out this indicator, you will also need to use the results of analytical services, namely, pay attention to the percentage of people who left your page literally immediately after opening it.

Along with using A/B testing to improve the performance of 4U-headlines, you can also conduct a preliminary analysis of competitors to see which actions give good results in practice. You can also make adjustments to your headlines, focusing on these metrics.

Creating an original headline: practical tips and recommendations

In order to minimize errors and problems when preparing 4U-headlines, use the recommendations of experts:

1. Make your headline as convincing as possible. Such that it affects the audience on a psychological level. The number of clicks on your phrase directly depends on the intrigue contained in it. That is, you need to tell people information that is really important and interesting to them. For example, “3 cosmetics that age your skin.” You can be sure that any girl who takes care of herself will definitely click on such a title in order to find out which products can harm her skin and make sure that she does not use them in practice.
2. To emphasize the usefulness of buying your product or service, add numbers and percentages. Above, we already talked about the fact that this can be an indication of the discount size, a time limit for the promotion. As an option, a title such as “50% discount on 100 best store products from 10.05 to 15.05” will definitely attract a person’s attention. He will be confident in advance that he will be able to choose the most suitable thing for himself from these 100 products and will be able to buy it with a good material benefit.
3. Point out only the real advantage that the consumer will receive from your product. Statistical studies show that the presence of such a benefit already in the title increases click-through rate by an average of a third. For example, “5 exquisite dishes for a slim figure”, “TOP-10 attractions in Turkey that everyone should see”, etc.
4. Use words that stimulate the performance of target actions. This may include the following: “achievement”, “find”, “success”, “fast”, “reliable”, “affordable”, “profitable” and so on. This is what will push a person to get to know your product in more detail in order to obtain their own benefit.
5. Don't forget to write down all the ideas that will arise in you at the stage of developing the title. Perhaps those moments that escaped your attention will ultimately give an excellent result. That is, you will need to go through all the ideas again so that a truly holistic and ideal picture of the future 4U-title forms in your head.
6. Add emotions to the title. This is what will attract the attention of the audience in a saturated social media feed, in an e-mail newsletter. They will enhance emotional perception, add a touch of humanity to the text, make it more alive. This is what will help indicate the uniqueness of the title, highlight the limited time of action of your offer.
7. Try to avoid hackneyed and boring phrases, lies, pathos. Make a list of “stop” words that modern user audiences react to quite negatively. These include phrases such as “the best”, “cheap”, “individual approach”, “low prices”, “wide range” and other similar ones. Also, you should be very careful when writing words such as “the best”, “incomparable”, “excellent”, etc. Their use will be justified only if your product is really what you describe it as. Otherwise, you are simply deceiving potential customers.
8. Add personalization. This trend is becoming increasingly relevant lately. And this means that you need to make a title that will indicate an appeal to a specific audience. This recommendation will be especially useful when preparing a title for an email newsletter.
9. Optimize the length of the title. You probably know that search engines have limitations on the characters that can be displayed. So, ideally, make sure that your title is no longer than 7-8 words (approximately 70 characters). Or at least try to fit as much useful information into this limit as possible.
10. Tell your own story. This is a fairly new trend that increases the effectiveness of 4U headlines and builds trust. It will show the audience that you have already solved similar problems, that you have positive experience, which will also apply to your subsequent interactions with new customers. Alternatively, a similar solution can be used when describing cases.

These recommendations are not difficult to implement, but they will help you make the 4U headline as powerful and effective as possible. And this is exactly what each of you strives for when preparing your publications.

Let's summarize

4U is a formula that was developed specifically for creating the highest quality and most effective selling headlines. It increases their usefulness, makes them unique, concretizes the offer and indicates its urgency. As a result, the audience's attention increases, there is an interest in following the link and studying the entire material more deeply, finding their own benefit in it. Now you know what exactly we are talking about, you understand what needs to be done in order to get a really high-quality title that fits into the 4U formula, and you can check the efficiency of such a title.

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