SALES BY UP TO 1600% OR MORE:
THE IMPORTANCE OF HEADLINES
Look up: That's a headline, and it makes you more interested in reading what I'm writing now than if I didn't use one. The headline above is a good headline for 2 reasons:
1) It explains exactly what this page is about
2) It explains exactly how it can HELP YOU. Too many people don't realize how important #2 is.
(How important is your headline?: Research shows that it is anywere from 50% to 80% of your ad effectiveness!)
Most people could care less about pure information just for information's sake. Unless they are prepping to be a contestant on the television game show 'Jeopardy', information that has no connection to them has little interest. We're a self-absorbed bunch, like it or not - but as a marketer, you'd better realize it.
Your headlines need to explain reader benefit: How the reader can gain, save, or accomplish something. - Or they need to explain how to avoid mistakes, pain, fear, risks, etc.
EVERY WEB PAGE NEEDS A HEADLINE
- With no exceptions. It summarizes the benefits of the page, cataloging the content so the readers knows whether or not it's worth their while to keep reading. (It's your job to MAKE it worth their while.)
HOW TO WRITE GOOD HEADLINES
You need to brainstorm. Write down at least 20 completely different headlines and pick out your favorites. If I were to think up other headlines for this page, I might try:
HOW ADDING 7 WORDS TRIPLED MY MONEY
EXPERT SHARES SECRETS OF HOW YOU CAN INCREASE SALES EFFORTLESSLY
MY $17,000 MISTAKE (AND WHY YOU DON'T HAVE TO MAKE IT)
You get the idea. Notice how each headline explains the benefit to the reader. For the second one I could have said, "Expert Shares Secrets Of How To Increase Sales Effortlessly" - It means the same thing, but it's not as good. There's a psychological involvement that happens when you say 'you'. (As in, "YES, I'M TALKING TO YOU!")
Otherwise you could be talking about people in general, and people aren't interested in people in general. They're interested in themselves. So:
Tell Them About Themselves
- And the more specific, the better.
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