Think about the last time you read a sales page online. Doesn’t matter what the product was; just think back and remember what action you took after reading that headline: Did you read further down the page before buying or did you click away, never to go back again?
If you clicked away, you’re in the majority. According to experts, 8 out of 10 people will read your headline, but only 2 out of 10 will read the rest of the sales copy.
So, basically 80% of people will read your headline but if you don’t grab them in those first seconds, you’re losing 60% of your audience who click away.
Can you make sales with only 20% of your viewers reading the whole page? Sure, but why not set yourself up for success from the beginning by creating the strongest headline possible so they have no choice but to read further down the page?
A well-crafted headline not only grabs attention but can also deliver a full message by using just a few words. Add in a few benefits to the reader in that headline and you’ll entice them to scroll down the page which further increases your chances of making a sale.
Even though there are eight basic types of headlines, for a sales page you will likely want to use a question, command, or how-to headline. These are the strongest formats for eliciting a curiosity response while addressing a need or question the reader wants answered.
I’ve created three exercises to help you brainstorm. Here’s the download link.
Obviously, a strong, concise, bold headline that catches attention and delivers a message to your audience is paramount to making sales, so don’t rush through these brainstorming exercises.
Next time we’ll learn how to keep potential clients enthralled with kick-ass descriptive copy!