How to write high conversion headlines for any product or service.
Know exactly who your prospect is.
Who are you attempting to reach with your product or service?
If you said “everyone,” you’re not being realistic. Having a target in mind is vitally important. Write down specifically who you are reaching out to with your headline, and then start listing the things that are important to them. This will help you clarify what your headline and copy will contain.
Be specific about your customer’s dilemna, and how it can be solved. If I have problems with biting my nails, I don’t need to be told that it doesn’t make my fingers look nice. I want to be told exactly how to stop it, once and for all. Discover the things that are keeping your potential customers frustrated and anxious…then help them find a positive solution. Frame the problem and the fact that you are about to share the solution in the copy if they read on.
Know exactly what you want your prospect to do. Many businesses just want more business. You have to be more specific than that. Write down exactly what you wish for your prospect to do after he is
finished reading your copy. Do you want him to sign up for a free newsletter? Then make all of your copy lead him towards making that decision. Do you want her to buy your company’s new unconventional dog leash that can give her more control of her Siberian Husky? You’ll have to know that this is the specific task that you want her to perform, and write a headline that leads into copy that shows her what to do next.
Test, test, test. This task cannot be understated. You will not know which headline pulls best if you continually run only one. Create several for the same product or service and be honest with yourself. Just because you think a headline is clever, doesn’t mean that it convertswell. There’s only one way to discover a winner, and that it is to continually test. You can test a variety of fonts, colors, sizes, accompanying graphics, and a plethora of other variables. You’ll never know just how good it could have been unless you test!