What is it with the headlines? Why is the whole word going gung-ho about finding the headline that sells the most. Who thought they would be on sale one day? You can buy a list of successful headlines and adjust to suit your product. Can’t say whether it’s a viable business or not, but it sure is selling.
Remember headline is not a grocery item on your weekly buy list. It’s a value proposition of your product especially when it comes to the Landing Pages. A landing page is a page that is created to be seen by visitors who arrive via specific marketing channels. And a headline is a first impression or probably the last. The only chance you have to grab your visitor’s attention.
1. Know your audience’s expectation: Whatever is the marketing channel, you need to match your Landing Page headline to the visitor’s expectations. For instance if your PPC campaign ad says, “Cheapest Juicer”, than you need to write a headline for the landing page that matches the ad headline. In other words, you need to match your headline to the visitor’s expectations. Likewise, if you write an email and send it to your house list, the same rule applies.
2. Express your unique value proposition: The first question every visitor faces is “Why should I buy from you and not from somewhere else?” Your product might not be unique but you may have created a different business model altogether. Whatever your situation, you need to find your value proposition. Remember, “Best service in the industry,” “Lowest price online,” “Friendliest staff in the business,” are not value propositions.
3. Be specific: Real numbers or names add credibility to your Landing Page. Your landing page suddenly transforms from the blah blah of “ad-speak” to a real story, about real people and how your product or service helped them. Sometimes when landing page copy sounds like tired, predictable and ineffective ad-speak, headlines can add value by using real lives, real events and tangible benefits.
4. Find the link: Many a times there is disconnect between the headline on a landing page and the body text and links that follow. It’s common in cases where the writers use some kind of template or system for writing the page. A good landing page should have a head, body and a tail. And they should all be connected. Just saying ‘buy now’ or ‘add to the cart’ are very generic and often do not tie back to the central promise of the headline.
The most common mistake writers’ make is spending all the time worrying how to write. To figure out what to say, you need to have absolute clarity about your audience and you have to know exactly what the purpose of the page is. Do your homework and follow the above tips to create a landing page with the headline that works.
