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So here is the answer...the first headline

"for the woman who is older than she looks"

pulled well over double the sales of the second - closer to treble.
than

"for the woman who looks younger than she is"

for a product designed to help preserve young looks

- and it surprised me when I first saw the results.

If I had to rationalise why

It is because people dont acquire a sentence in a flash they acquire a couple of words - in this case "woman who is older" which will attract women who no longer look young but want to

Instead of woman "who looks younger" and that probably attracts young women to read it who then think why should I want to look younger still!

It proves the old chestnut!

You are not your customer, and cant think like they do!

So Never pre judge your customers, always test headlines, and let them tell you what sells best! A few word change on your website or ad, could be the easiest payrise you ever got!