How To Write Eye-Catching Headlines that Transform Browsers into Buyers
Posted by Jason Better on Sep 3, 2010 6:01 pm
Source: CopyBlogger.com | Author: Dave Navaro
In order to stop readers in their tracks, capture their attention through every word of your copy, and persuade them to click that “Add to Cart” button without a second thought, you need to master the “headline reading psychology” of your soon-to-be customers.
Once you understand why magnetic headlines pull readers in, you’ll know how to do it for your own sales pages, every time. Follow along with me for the next ninety seconds and I’ll show you exactly how you can turn a casual browser of your sales page into an avid reader, curious to drink in your copy until ultimately hitting the “Buy” button.
First, get relevant: Tell your readers’ they’re in the right place
So many people create clever turns of phrase hoping to pull people into their sales copy and wonder why their catchy headlines just don’t work. The answer is simple: Readers are busy people, and they don’t have time to study your sales letter to see if it’s relevant to them. Instead, they rely on you to do that work for them.
But how do you do that? The answer to that is simple as well: You ensure your headline is clear, not clever, telling the reader exactly what your sales copy is poised to deliver.
Use specific keywords that show without a doubt that your page is relevant to people with a specific need or a specific problem – and don’t over-think it. If you’re a blogger, you probably already do this with your post titles, so apply that same thinking to your headlines.
For example, look at the title for this post – it’s about “how to write headlines.” (Ever wonder why you always hear such high praise for “How to” headlines? It’s because they’re extremely relevant by nature. Keep in mind, however, that a “how to” headline might not be the most powerful choice for your particular sales page.
When it’s time to write your headline, think of the primary, top-of-mind problem or result your readers are after and make that the foundation of your headline. Do this right, and your readers will automatically know that they’re in the right place – and save your cleverness for later.
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