As bloggers you have something to sell – you might not think it but you do. At the very least you have sell the reason why someone should subscribe to your blog. You may do that with landing pages instead of sales pages but the advice in this post applies to both landing pages and sales pages
If you want to create high converting sale pages that convert clicks to cash it’s important to learn how to craft a compelling headline that gets results. I’ve a big advocate of the headline hacks report by Jon Morrow and (and his guest blogging course). I always recommend that my clients grab a copy of Jon’s report, print it out and start writing and adapting their own headlines based on the report.
Why? Because the headline is the first thing your reader will view when they click through to your sales page.
In fact, that headline itself may be why they clicked through. It’s debatable whether headlines are copyrighted in the UK (Meltwater case and in general refers to news agencies and newspapers, but hey, bloggers are caught up with this whether they like it or not. Let’s just be grateful they have been sensible over Leveson), but elsewhere headlines are not copyrighted and you can crib them.
A popular headline that gets clicked can be used as an email subject line, or AdSense text headline or in your G+ or Facebook posts. It’s the familiarity to the reader that causes the click in this scenario.
However your prospect found your sales page, that headline is the first thing they see that will either convince them to click through to read more, or will force them to disqualify themselves and click away.
That’s right, the headline is one of the main ways you can disqualify a prospect so that you don’t waste your time trying to sell to the wrong market.
Selling to the wrong market is one of the biggest time wasters of all. Therefore, crafting a headline that targets your market while being perfectly clear is necessary.
You can use certain nouns that will appeal to your target market:
All these at the start of the headline will attract in your target audience. Remember it’s not about getting as much traffic as possible but getting the right traffic to your post.
Your headline must be very specific, targeting your audience in no uncertain terms.
Being vague can create a feeling if distrust. help your prospects by being direct and forthcoming in your headlines. You want the headline to connect with the reader immediately. You want the reader to feel a ring of recognition ”Yes! this is for me!” So, don’t be wishy-washy. An example of a specific headline might be: “How To Lose 5 Pounds of Fat in One Weekend“.
This is better than a headline that just says “How To Lose Weight.” If you are targeting women to for weight loss ”Women: How to lose 5lbs of fat in a weekend” would work better than the first headline.
Tell your target audience what problems of theirs you will solve. All people want to know is, what’s in it for them! They don’t care about the features of all you offer, but they do care about the benefits to them. So, with this in mind, let’s take our headline above a little further by making a promise. “How To Lose 7 Pounds of Fat in One Weekend Without Starvation, Deprivation, Excessive Exercise or Expensive Unnatural Supplements.” This example above makes no mistake about what is being offered. You’re going to follow the instructions provided, lose weight, and you’re not going to be spending tons of money on fake supplementation or feel deprived.
All that in one headline.
Also notice that in the headline above, aside from being specific and making bold promises it gives the reader the assurance that this is not hard to achieve, and that anyone can do it. Remember if you make it sound too difficult the reader’s self-esteem issues might get in the way of them trying something too they perceive as difficult. They are going to lose weight without starvation, deprivation, excessive exercise or fake nutrition. This is telling the reader they’re not going to spend a ton of money, they’re not going to have to work too hard killing themselves with exercise and it implies that it’s all natural. Which of course it should be.
The final step to creating a sales page headline that gets results is to test out the headlines you create. The way you do this is to create two or three headlines which only one or two words are changed in each one, then promote and publish them all the same way and see which one gets the best results.
The fact is, despite what writers may tell you without a compelling headline the rest of your copy hardly matters. If you don’t get the headline right then your ideal reader isn’t actually going to read any of the copy at all.