The most important part of any sales letter is the
sales headline. You can have the best testimonials,
the best income statements, and the best sales copy
known to man, but none of this will matter if visitors
aren't convinced and intrigued by your headline; and
simply click off of your sales letter, instead of
reading on to learn more.
For this reason, it is absolutely imperative that you
learn how to write powerful sales headlines if you
want to round out a powerful sales letter.
So what does a powerful sales headline include?
A powerful sales headline must include a number of
different “psychological triggers.” These are words
that have been proven time and time again to stir up
emotion by triggering some widely-attached connotation
to a word or phrase. “Free,” “shocking,”
“scientifically proven,” “powerful,” and “secret” are
all examples of psychological triggers. Including at
least a few in your headline will catch readers' eyes,
even if they're only skimming initially.
Now, in addition to including psychological triggers,
you will want to make sure that you have some type of
interesting conceptual hook in your sales headline.
For instance, if there is some specific feature of
your product that no other sellers in your market
offer, you will want to make sure that you work that
into your headline.
You will also want to find some way you can intrigue
people into reading more, even beyond conveying a
point of interest, couched in psychological triggers.
For instance, you may want to say something mysterious
or make some bold claim. This will bait people to read
more, if only to find out if you're serious or gimmicky.
Remember, too, to keep in mind that your headline
will need to match up with the rest of your sales
letter. Don't simply make a claim in your sales
headline and then slowly diminish it over the course
of your sales letter. Instead, find some way in which
you can make a powerful headline that matches up with
the content that is about to follow. One way in which
you can do this is to setup a pyramidal structure for
your sales letter. Start off with your most powerful
point in your headline – and then slowly scale down,
including points that are of less interest. Those who
have the least resistance to buying will purchase
instantly; those who have more resistance will
probably need to go through all of the points.
Last, when writing powerful headlines, always
remember to test before launches to determine which
headline works best. You can do this by creating two
sales pages and testing the conversion rate with a pay
per click campaign. Remember to only change one word
or one phrase at a time, so you can clearly identify
what increases or decreases your conversion rate.
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