"12 lbs" beat "lose weight" by 60% on the headline

"12 lbs" beat "lose weight" by 60% on the headline
Trench note: vague headlines die on native. Specific numbers make people stop scrolling because the brain treats them as real.

Same creative image, same offer, only the headline changed:
— A: "This helps women over 40 lose weight"
— B: "Grandma in [state] dropped 12 lbs doing this nightly"

Not a claim of guaranteed results — a curiosity hook framed as a story. 7-day split, native US:
— A: 0.7% CTR
— B: 1.1% CTR (+60%)
— Downstream CVR held, so EPC scaled with it

Specificity reads as truth. "12" beats "some." "In [state]" beats "out there." The number is the hook.

Go test it. Add one number to your worst headline.