How to write compelling headline copy (for paywalls)?
Hello Friends 👋
Snapchat+ gives us a rare front-row seat into a large organization exercising a new muscle from scratch. The new muscle is building a consumer subscription product in this case.
In the past two months, Snapchat has completely revamped the wording in their Snapchat+ promotional hooks
I looked at 19 hooks and the copy experiments there. Along the way a I learned a few things about writing compelling copy for paywall:
1. Focusing on exclusivity:
Experiments adding words like “exclusive” to feature hooks won.
2. Highlighting additional benefits
As simple as it sounds, adding “and more” to the end of a feature hook lead more people to subscribe!
Feature description » feature name:
Snapchat took as much space as it needs to explain the feature, leaning into lengthy but descriptive copy as opposed to concise but generic copy.
Doubling down on active language:
Doubling down on action oriented language like “unlock” and “customize” as opposed to more passive words like “get” is the last theme in this set of experiments.
What stood out to me the most, is how high leverage copy seems to be is for Snapchat+.
I say this because of the granularity of some of these changes and the breakneck speed to which Snapchat+ team has experimented and iterated on copy for its hooks and purchase flow.
That’s it for today,