Your sales page is one of the most important tools to help sell your products. You want your sales copy to convert and one of the best ways to make this happen is to write high-converting headlines.
No matter what kind of business you have, your headlines are important. They are often the first thing potential customers will see, and they need to be strong enough to make people keep reading. If your headlines are weak, you could be losing out on a lot of sales. Luckily, there are some simple formulas you can follow to write headlines that will convert.
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The 80/20 Rules of Headlines
But first, I’m sure you’re wondering, is there a benefit to placing so much emphasis on your headlines? Doesn’t your entire sales copy as a whole matter?
According to the 80/20 rule 8 out of 10 readers never make it past the headline. This means if 10 people come to your sales page, it’s likely that only 2 of them will read the copy below your headline. If you want to improve your odds, the solution is simple: write high-converting headlines.
The headlines on your sales page often serve as that one opportunity to capture people’s attention and persuade them to stick around for your entire message.
What Makes Up Powerful Headlines That Convert
There’s no doubt that headlines are important. After all, they’re often the first thing that people see when they come across your content. But what makes a headline truly effective?
There are a few key ingredients of powerful, high-converting headlines:
1. Attention-grabbing: A good headline should be eye-catching and make people want to click through to read more.
2. Unique: A headline that stands out through word choice or imagery is more likely to get noticed.
3. Relevant: The headline should be relevant to the content it’s accompanying.
4. Compelling: A headline that’s compelling and makes people want to read more is more likely to convert.
5. Benefit-focused: A headline that highlights the benefits of your content is more likely to convert than one that doesn’t.
The Do’s and Don’ts of Writing High-Converting Headlines
There are plenty of things to remember when you are writing your next headline. But I think the most important is to remember that you are speaking to a real human. Don’t write your headlines for bots, to improve SEO, or to speak to your competitors. Write for real people who are looking to solve a problem.
– Make your headline reflective of the content that follows
– Use strong verbs to grab attention
– Keep it short and sweet
– Use keyword-rich phrases
– Be misleading
– Use jargon or technical terms
– Be too clever – sometimes simplicity is best
– Forget to proofread!
Best Sales Headlines Examples to Boost Your Sales
There are hundreds of formulas that you can use to write high-converting headlines. No matter if you are starting from scratch or using a formula, make sure that you make it unique to your product or service. It’s great to collect inspiration from other offers, but don’t copy them too closely.
With that in mind, let’s take a look at some examples of headlines that can help boost your sales.
1. “Get [Desired Outcome] in Just [Timeframe]!”
If you can promise your potential customers a specific outcome within a specific timeframe, they will feel like the results are more achievable. Make sure the time frame is short enough to feel doable though. A three-year promise won’t work in most cases.
2. “[Number] Ways to [Achieve Desired Outcome]”
People love lists, and this type of headline is a great way to show that your product or service can help them achieve the desired outcome. Bonus tip: use an odd number! A meta-analysis of over 300 articles about online learning, conducted by instruction specialist Abreena Tompkins, concluded that grouping information in parcels of three or five enables readers to absorb information better.
3. “The [Best/Ultimate] Way to [Achieve Desired Outcome]”
If you can make a strong claim about your product or service is the best or ultimate way to reach your desired outcome, you’ll more likely attract prospective customers.
How to Write High-Converting Headlines
One of the easiest things to do to improve your headlines is to start a file of headlines that caught your attention. Anytime you read a sales page, grab the best headlines and put them in a doc for future reference. Try to distill them into formulas that you can use for your own products or services.
With a little practice and a little inspiration, you can definitely write headlines that get results. Just remember to keep it clear, relevant, and powerful!
Consider the Biggest Pain Point(s)
The person who’s visiting your sales page and is interested in buying your product or service has a pain point that needs to be addressed.
Think about how the product or service helps people and brainstorm a list of pain points they are likely dealing with. List as many as you can, narrow down the one you think will get, and keep, most people on that page. This should be included in your headline.
Mention the pain point clearly in your headline or in sub-headings because you want people to realize that this can help them if they’ve landed on the sales page. I like brainstorming at least 25 different headlines when I’m sitting down to write a sales page. Once I’ve chosen the main headline, I can usually use some of the others as sub-headings or even in the text further down the page.
Choose a Captivating Headline Formula
Think about which headlines really stop you in your tracks. It’s not by coincidence that this happens. I’ve found that some of the most popular headline formulas are how-tos or questions. I like to use the same language in the headline or sub-heading that helps people identify whether the product or service is for them.
Self-identifying language is really helpful for weeding out people who the product isn’t perfect for. For example, if you’re trying to attract new moms, you’re not going to talk about the latest sports car.
However, you may talk about how some moms feel like they don’t have any free time. So there’s going to be a difference in the language you use depending on who you’re trying to attract.
You can ask them a question like: ‘Are you suffering from this?‘ Or ‘How to get your baby to sleep during the night.’ Most moms would like to know the answer to this, right? If someone lands on your sales page and is intrigued by your strategic headlines, they’re going to keep reading.
Another thing you can talk about is what sort of grand desire they might have and how you can help them achieve it. If a travel enthusiast sees a headline that says: ‘Are you dreaming of traveling the world?’ They may stick around to see what you have to say about making this dream a reality.
Play Up The Reader’s Emotions
If you want to increase your sales, you need to make sure that your headlines are designed to capture your reader’s attention and elicit an emotional response.
After I’ve brainstormed a ton of headlines, I start looking at power words. Power words are those words that are going to get an emotion out of people. Those emotions could be excitement and joy or hate and frustration.
Certain words make you feel something and emotion can drive people to move forward and take action.
There are a few different ways that you can play up the reader’s emotions in your headlines. One way is to use Power Words. Power words are words that evoke an emotional response.
Another way to play up the reader’s emotions is to use questions in your headlines. Questions can be a great way to get the reader engaged and curious about what you have to say.
Finally, you can also use images in your headlines. An image can be worth a thousand words, and it can be a great way to grab the reader’s attention.
When you are crafting your headlines, keep the reader’s emotions in mind. By playing up the reader’s emotions, you will be more likely to write headlines that will boost your sales.
Keep these key ingredients in mind when you sit down to write high-converting headlines for your next sales page and you’ll be well on your way to more sales!