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Malan Darras

Malan Darras

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March 10, 2014

Great Affiliates Don’t Steal Upworthy Headlines (They Do This Instead)

You’ve been reading about Upworthy. I know…

Their skyrocketing growth, their profits, that they’re the fastest growing media site of all time… And while everyone else is focused on creating content Upworthy is making millions by stealing other people’s stuff and reframing it in a new, better way. Their secret ingredient?

Headlines.

If you’re an affiliate, you might be thinking it’s a good idea to steal some Upworthy headlines and apply them to your own campaigns. Today I’m going to tell you:

  1. Why crazy Upworthy headlines won’t work
  2. What you should do instead (It’s easy)
  3. The results of my experiment testing the theory

But first, a little background information.

Who Is Upworthy?

Upworthy.com is a viral content website started in March 2012 by Eli Pariser, and Peter Koechley. Upworthy takes existing content, mainly videos and reframes it using eyeball-grabbing headlines that are impossible not to click.

graph4a_reduced
Upworthy: Currently getting 4 Million Uniques a day (quantcast)

They’re calling Upworthy today’s greatest viral growth hackers, saying their “the fastest growing media site of all time” Fast Company. 

Upworthy, which MoveOn founder Eli Pariser started in March 2012, clocked 8.7 million monthly unique visitors within its first six months and now garners more than 10 million uniques a month.

The Rip Off

Now, the entire internet is in a race to steal their headline concept and try to duplicate their success. This is a great idea for some (viralnova) and a horrible idea for others (you).

Why? Because Upworthy headlines make huge promises and then don’t payoff.

  • Good idea: If you run a website that sells ads based on impressions (CPM), you make money without having to make sales. All you need are clicks to get paid. Upworthy headlines are probably a great idea for you and will dramatically increase your profits.
  • Bad idea: If you’re an affiliate marketer who relies on getting clicks and conversions, writing sensational headlines could leave you with sky-high CTR, thousands of dollars in clicks and pennies in the bank.

But it’s not all bad news.

You can steal Upworthy’s headlines and create conversions. But to do it, we’ll have to talk about David Ogilvy.

Meet David Ogilvy, The Original Mad Man

David Ogilvy - The Original Mad Man

David Ogilvy, considered by most to be “The Father of Advertising” was a British advertising executive and founder of the New York ad agency Ogilvy & Mather Worldwide, one of the world’s largest advertising firms.

Ogilvy was a genius at advertising. But more specifically – he was a genius at creating advertising and headlines that sell.

“If it doesn’t sell, it isn’t creative.” – David Ogilvy

Ogilvy’s thoughts on headlines:

“The headline is the ‘ticket on the meat.’ Use it to flag down readers who are prospects for the kind of product you are advertising.” – David Ogilvy

Ogilvy recommends using the headline to call out your target demographic, which is exactly what you need to do to pull clicks that convert. But you can’t take that advice too literally either.

You can’t write:
“Women’s Yellow Tennis Shoes On Sale Here, Please Don’t Click Unless You’re A Woman Who is Going to Buy Yellow Tennis Shoes Today!”

What you can do is mix Upworthy and Ogilvy together – and make a crazy-high CTR ad that also calls out the customers that convert.

My Experiment Using Upworthy + Ogilvy Headlines

new_cpvlab_campaign

Before writing this article I set up an experiment on a new campaign to see how well an Upworthy + Ogilvy style headline works in practice. The theory made sense to me – but theories don’t pay  the bills. You will never know for sure unless you test the idea live.

Here are the results, replacing the product name with XYZ (obviously).

  • CTR = click through rate
  • EPC = Earnings per click

Control headline: (the style being used by the lazy affiliate collective)

“1 Odd Trick to Save Huge on XYZ’s”
CTR: 1.56% EPC: $0.28

Upworthy headline:

“His XYZ Caught On Fire Right Next to The Church… But You Won’t Believe What Happened Next!”
CTR: 11.43% EPC: $0.04

Upworthy/Ogilvy headline:

“If You Have an XYZ and Think You’re Getting Ripped Off, You Better See This…”
CTR: 3.45% EPC: $0.61

The Upworthy headline got 10x the clicks but made almost no money. It didn’t work because obviously people were just clicking the ad to see if the church burned down. If I was getting paid for impressions that ad would have dominated. But I need conversions to get paid.

Headline Split Test Results
Result: A statistically significant double conversion rate

The Upworthy + Ogilvy headline doubled CTR and doubled conversion rate. It worked because it was a big tease that forced users to click to find out what the hell was going on – but it only teased a specific segment (People with an XYZ that think they’re paying too much) giving me a much higher chance of making a sale.

How You Can Start Today

Here’s how you can get started today. I’m assuming you have a campaign up and running here. If you don’t well – you need to get on that.

  1. Go to your campaign and look at your best performing ad
  2. Go to Upworthy.com and pick an irresistible headline (or write your own)
  3. Now, rewrite the ad, adding a specific callout to your target demo
  4. Split test and try to destroy your best ad

Invest Time in Writing

Upworthy has said in interviews that they write 25 headlines for each ad. I have tried this practice myself and can tell you that it works.

  • Open up your text editor of choice (I use Byword) and start writing
  • Write every headline that comes to mind
  • Write some that are wildly different than the others

You’ll be shocked by how much better your 18th or 19th draft will be than your first headline.

Then:

  • Pick the top 4 headlines
  • Test them against each other
  • If you find an overwhelming winner, congrats
  • If not, keep the best one and add 3-4 more from your list

It takes about 30 minutes and is worth every second. If 25 headlines is too much for you, try to do at least (10) ten.

Have fun doing this stuff. For me this is one of the most fascinating parts of the job. Seeing how differently people react to small changes has always been my favorite part.

And remember. If you enjoy your job, you can make a lot of money, without ever working a day in your life.

Thank you for being here,
Malan

Challenge: Using “iPad Mini” as the product, write your best Upworthy-like headline in the comments. I’ll pick a winner.

Example: “His iPad Mini Was His Best Friend… You’ll Be Shocked When You See Why!”

Malan Darras is a singer, musician and blogger. He is also one of the top affiliate marketers in the world. Malan writes, records and releases his own music and is founder of the popular marketing forum MadSociety.

Reader Interactions

Comments

  1. Alyssia Alexandria says

    April 23, 2016 at 2:35 pm

    Thank you for sharing this thoughtful, article, be well!:)

    Reply
  2. Poiana Andrei-Minel says

    April 21, 2016 at 2:49 am

    Great posts ! Thank you Malan !

    Reply
  3. Love Raj Singh says

    December 14, 2015 at 4:08 am

    Can’t believe missed this post. Pure gold. 🙂

    Reply
  4. Yussef Gilkey says

    July 9, 2015 at 2:09 pm

    Nice

    Reply
  5. Jozef says

    May 22, 2015 at 10:34 am

    You’re on fire Malan ! But you will cry when you see what this kid did wih his Ipad mini !

    Reply
    • Malan Darras says

      May 24, 2015 at 10:04 am

      😉 i see what you did there…

      Reply
  6. Thien Kai Wei says

    May 21, 2015 at 11:20 pm

    Thanks for this headline post! Just about to get my next batch of banners done.

    Reply
    • Malan Darras says

      May 22, 2015 at 8:45 am

      get it!

      Reply
  7. Will Oviedo says

    May 21, 2015 at 7:47 pm

    Great content Malan Thanks

    Reply
    • Malan Darras says

      May 22, 2015 at 8:45 am

      #yup

      Reply
  8. sxyshandy says

    December 15, 2014 at 12:34 am

    OK, I gotta try this too.
    “His Family Stays Close In His Final Hours, Wondering Why He Is Still Holding His Precious Ipad Mini. And Then They See Why.”

    Reply
    • Malan Darras says

      May 22, 2015 at 8:45 am

      haha i love that one

      Reply
  9. MikroB says

    December 2, 2014 at 8:22 am

    Great Idea….Thank You!

    Reply
    • Malan Darras says

      May 24, 2015 at 10:04 am

      you be MikroB

      Reply
  10. samrex says

    May 23, 2014 at 8:54 pm

    Awesome man, thank you for this.

    Reply
    • Malan Darras says

      May 24, 2015 at 10:04 am

      yep yep, now steal it and put it to use

      Reply
  11. keshav0001 says

    March 18, 2014 at 1:25 am

    Loved your experiment!

    I know you have a winner but thought of chiming
    in..

    “Warning! His ipad mini can seriously make you shit in your pants! Do not click..”
    “See how this ipad mini burnt down his house..and what apple did ?”

    Reply
    • Malan Darras says

      March 18, 2014 at 6:16 am

      Hey keshav – Warning is one of my favorite words. i like the aggressiveness of “burnt down the house” too – there could be lots of great image ideas with that one.

      Reply
  12. Peter says

    March 12, 2014 at 11:29 pm

    For your experiment,

    Were you paying on a CPC basis or CPM basis. If it was a CPM basis, I think you would have made more money with the UpWorthy headline

    Reply
    • Malan Darras says

      March 13, 2014 at 5:27 am

      Peter, good insight and you’re right. That kind of CTR would drop a CPM ad’s costs so low it’d be hard to lose in most cases.

      In this case the campaign was CPC. However, on this network CTR does effect cpc – but the Upworthy ad’s epc was so much lower that the trade-off didn’t balance out…

      Reply
  13. Malan Darras says

    March 12, 2014 at 9:16 am

    Thanks to everyone for submitting headlines. It was really close but the winning headline goes to:

    Eugene:
    “They Laughed At Him For Spending The Whole Day On His Ipad Mini, But Then They Saw The Screen..”

    Why? The ending is such an irresistible cliffhanger – It would be impossible to not click through.

    Congrats Eugene and again thanks to everyone for your great ideas.

    Reply
    • Eugene says

      March 14, 2014 at 1:03 am

      Thanks man! Can’t go wrong with a classic.

      Reply
  14. ChazTramayne says

    March 11, 2014 at 10:37 am

    “Did you pay over $300 for your iPad mini? Secret Bargain Website Exposed!”

    Reply
    • Malan Darras says

      March 11, 2014 at 1:47 pm

      Exposed! always a good one Chaz

      Reply
  15. Jered Burright says

    March 10, 2014 at 7:25 pm

    Its clicks you want? This one is solid gold right now!
    “I thought I knew all of the uses for an iPad Mini, Until I seen Miley Cyrus use it for this…”

    Reply
    • Malan Darras says

      March 10, 2014 at 7:44 pm

      Jered… thanks for the laugh I just cracked up over here. You’re right that would get some serious clicks – but the conversion rate might suck.

      Works with any celeb – “Until I saw Justin Bieber using it for this” “Until I saw Brad Pitt using it for this…” awesome

      Reply
  16. ric says

    March 10, 2014 at 5:11 pm

    Malan, thanks a lot man. This is genious.

    OT: Woah, that upworthy site is probably as feminist as it gets. I shrugged a few times at their headlines

    Reply
    • Malan Darras says

      March 10, 2014 at 5:27 pm

      hey ric. Upworthy is verrry smart about what they post about. They post the things that people (and a lot of women) will share on Facebook. Who do you think does most of the sharing?

      Reply
  17. Bronson says

    March 10, 2014 at 1:12 pm

    Hey Malan, I’m loving the consistency with the blog posts. Keep it up!

    It Would Be Hard For Me To Believe People Actually did this with the Ipad Mini … Except I saw It Myself

    Reply
    • Malan Darras says

      March 10, 2014 at 1:50 pm

      Hey Bronson, if you guys consistently come and read, i’ll consistently write them.

      nice headline! I’d change the end to “Until I Saw This…” (cliffhanger action)

      Reply
      • Bronson says

        April 2, 2014 at 6:09 pm

        Hahaha, I’m testing crazy headlines with my pof profile using the strategies above. I’ll let you know how it goes.

        Reply
  18. Matthew Geer says

    March 10, 2014 at 12:49 pm

    Here’s my headline:

    I Stood, Horrified, as My iPad Mini Bounced Off the Ground, 30 Feet Below

    But My Jaw -Really- Hit the Floor When I Picked It Up, and the Screen Was as Good as New

    What Protected It…. –>

    Reply
    • Malan Darras says

      March 10, 2014 at 1:49 pm

      Great ending Matt… and the arrow is a nice touch

      Reply
  19. Malan Darras says

    March 10, 2014 at 12:48 pm

    Yeah that’s a great one (and it works). How’d the POF campaign go?

    Reply
    • Matthew Geer says

      March 10, 2014 at 12:55 pm

      -50% (roughly) over the first two days. Had I cut out the second one (with 18 clicks) it would’ve broken even.

      I didn’t have much of a budget left, and since I ran this over Thurs/Fri (figured more clicks/conversions being the weekend), I don’t know how reliable the data was and/or if I should’ve continued running it.

      Long story short, I probably should’ve ran this over the course of a week for more/better data. I think.

      Reply
      • Malan Darras says

        March 10, 2014 at 1:48 pm

        Yes, if you have a campaign that is breaking even stick with it instead of trying new things.

        Rarely does a campaign profit on day one, or even in week one. you have to stick with it and optimize it aggressively. you could be leaving a killer campaign behind.

        Reply
  20. Stan Oleynik says

    March 10, 2014 at 12:36 pm

    Nice post Malan, keep it up!

    Here’s my Upworthy-like headline for the iPad Mini: “How my iPad Mini saved a kitten’s life, read the rest of the story now!”

    Stan

    Reply
    • Malan Darras says

      March 10, 2014 at 12:45 pm

      Stan, nice one, but do me a favor and tweak the end of it. Try leaving more of a cliffhanger…

      Reply
      • Stan Oleynik says

        March 10, 2014 at 2:47 pm

        Malan, how about this one: “I didn’t know an iPad Mini can save a kitten’s life until I read this SHOCKING story…” (link takes user to an article about an app that can help save an animal’s life)

        Reply
        • Malan Darras says

          March 10, 2014 at 3:30 pm

          #boom nice upgrade man

          Reply
          • Stan Oleynik says

            March 10, 2014 at 6:24 pm

            Haha, thanks man!

  21. Zingali says

    March 10, 2014 at 12:12 pm

    “They Thought He Was Playing Games On His iPad Mini, Until They Looked Closer”

    Reply
    • Malan Darras says

      March 10, 2014 at 12:39 pm

      Hey Zingali, I get a big “it might be porn” feeling here. haha would click.

      Reply
  22. Eugene says

    March 10, 2014 at 10:33 am

    Hey man, great post. Headlines can indeed make or break a campaign. Here is my shot at it inspired by a classic one: “They Laughed At Him For Spending The Whole Day On His Ipad Mini, But Then They Saw The Screen..”

    Reply
    • Malan Darras says

      March 10, 2014 at 11:55 am

      Great one Eugene – I would click the hell out of that headline

      Reply

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