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What you absolutely must know about writing headlines |
By:
Joe Lloyd |
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It is very important that your headline causes the buyer to make
an immediate judgment decision on whether or not to buy your
product. If, after reading your headline, it is not possible for
a person to say “I want this” or “I don’t want this”, then your
headline is worthless. That is to say, with a good headline, the
buyer will make the decision to buy immediately after reading
the headline. This is not a conscious decision, but a
subconscious desire to have what they imagine the product to be.
For the most part, after reading a headline, the buyer knows
virtually nothing about the product. But with a strong headline,
the buyer will read your sales letter in an attempt to justify
the subconscious decision he has already made to purchase the
product. It is not necessary to give out more information about
the product in your sales letter in an attempt to ‘make the
sale.’ In fact, this could actually take away customers who may
discover that the product is not exactly what they expected.
Therefore, in many ways, your sales letter should just be an
elongated version of your headline, where you simply
re-establish the claims that you’ve made in your headline in a
more drawn-out way.
The following headline is a perfect example of what I’m talking
about: “Finally discover the rarely revealed secrets that
[somebody] doesn’t want you to know... and follow this
step-by-step program to [do something desirable]!”
This headline establishes two things. First, it contends that
this product contains quality information that is worth keeping
secret. And second, it will provide you with a step-by-step way
to take advantage of this information for your benefit. Now,
provided that the person reading the headline is truly a
potential customer, after reading this headline (and having
virtually no information as to what the product actually is or
does) he will subconsciously already want to have the product.
Since the buyer has already made the subconscious decision that
the product is something desirable to him, it is not necessary
to give him too much more information about the product. Instead
the letter should focus on restating each claim and justifying
them as believable. This will reassure the buyer that the
subconscious decision he has made was the correct one, and the
decision will move from subconscious to conscious, resulting in
a sale.
In a very significant number of cases, the buyers of your
product will not have even read the entire sales letter. This is
due to what I’ve been talking about in this article, and it is
the reason that your headline is so important to your overall
sales pitch. As I’m sure you know, even minor changes in a
headline can drastically change your conversion ratio. Therefore
it is of the utmost important that you have a strong, compelling
headline that immediately induces the desire to have the product
in the buyer’s mind.
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Article Source: http://www.powerdirectory.net/articles/article52539.html |
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