The importance of the having a great headline is vital. It doesn’t matter how good the sales copy is after the headline, if people read your headline and then leave.
The job of the headline is to get the reader to read the next line. Once you get someone reading your copy, they tend to keep on reading, if it’s good. If the headline isn’t good, the reader might leave, but they also might just scroll down to see the price.
If you have this dirt cheap price, then people might see that and go back and read your copy, but if you don’t, you’re in trouble. Who wants to price their product dirt cheap?
You have worked so hard on your product and your sales page, you want to put a good price on it. Well then you better have a dang good headline.
One thing that your headline has to do is stick out. Your potential customers have probably seen a hundred main headlines in your niche market. Chances are they didn’t buy from the vast majority of those other sales pages.
You want to peek their curiosity. You must understand human psychology and buyer psychology. When people get curious, they have to solve that problem. People like to follow up on their curiosity and they also like to solve problems.
Think about it. I’ll admit it. If I’m curious, I’m going to do everything in my power to find out the information. When I have a problem, I will do everything in my power to solve that problem.
That’s why you want to bring up a problem or even better multiple problems that you talk about, in your sales copy. You can do that in effectively in your main headline.
You introduce a problem and tell them that you will solve it, but they must read on to find out how. That gets them to read on because they won’t find out how, unless they either buy the product or they read on.
They won’t solve their problem unless they buy your product. They will read on because they want to solve their problem. They may have a craving for knowledge, let them know in the headline that you are going to solve their problem.
The great main headline also needs a secondary headline below it. Have it in a different color and smaller than the main headline. There are a couple of reasons for this.
One is that it compliments the main headline and allows you to cover more and augment the main headline. Another reason you should have the secondary headline is because it allows you a lead in to your text.
It’s like a bridge between your main headline and your main text. You need a transition statement to make sure that people go from the main headline, into the main text. You don’t want the reader to read the main headline and then just skim down to see the price.