Let's highlight the usefulness

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Why does a person want to enroll in a foreign language course? They want to understand it and use it to solve certain problems. Thus, before choosing a course, a person draws a picture in their imagination that after studying they will be able to understand a foreigner and communicate with him.

Since we have defined the benefit, it is worth writing:

Speak German

Let's make the benefit specific
Is it possible to measure foreign language skills? The question may seem strange, especially if you have not encountered it before. It is enough to type this question into a search engine to furniture manufacturers in usa email list find out: there are 6 levels of proficiency in this language, starting with elementary A1-A2 and ending with C1-C2 (fluent proficiency). At the first level A1, students can explain the most simple thoughts to a foreigner using individual phrases. So, we can add to our scheme:

...at level A1

We determine the term
See that a rather interesting structure is already being formed? Now let's strengthen it.

A potential course participant thinks like this: "It's great to speak German, but when will I be able to speak this language? My experience tells me that learning languages ​​is very difficult. But it's important for me to achieve results, because soon there will be an opportunity to go on an internship."

So, let's write specific deadlines in the title:

...after just 6 lessons

Adding uniqueness
Even this 4U headline option will provide a good conversion. But we will go further and do it in order to reach the consumer's subconscious. We will reveal the uniqueness of our offer.

Adding uniqueness

Source: H_Ko / shutterstock.com

You can even put the old version here:

…with a 30% discount

But it is better to create a USP that will immediately distinguish our courses from competitors and motivate the target audience to take action.

It is not easy to write an unusual title using the abstract example of a non-existent organization, but it can be noted that for such courses, a distinctive feature can be the author's teaching method. In this case, the advantage is easily revealed in the text. Let's add uniqueness to our 4U-title:

…according to the author’s method

You see, we managed to form a headline in a short time that can provide a good conversion. But this is only the initial form, which, no doubt, can be further improved. After receiving several versions of 4U-headlines, we conduct A/B testing.

So, the initial form:

Sign up for German language courses! 30% discount valid until Sunday!

Our version of the 4U header:

Speak German at level A1 after just 6 lessons using the author's method

In order for search engines to quickly find our information, we need to include key phrases in the titles that our web page is promoted by.

For example, if you are engaged in SEO promotion in St. Petersburg, the title can be formed as follows: "Website promotion in St. Petersburg (key phrase): sales growth from the site (1u) by 2 times (2u) in 3 months (3u) with a guaranteed return of money (4u)". It was not difficult for us to include the key phrase in the 4U title form.