Sales page headlines are often one of the toughest parts of copywriting, and a lot of people get stuck figuring out what to say. (And, of course, how to say it.)
This is especially true now as trends have been moving towards shorter headlines for sales pages and landing pages alike. Gone are the days where you have a long, wordy headline that tries to pack everything in – now we’re keeping it (relatively) tight, if only for mobile readers.
If you’re gearing up for a Black Friday promotion, then you may want to revisit your sales pages (on a phone even!) to see if your headlines could use some trimming – or simply some added punch.
To help you along your way, I’ve taken the liberty of explaining 12 high-performing headline formulas below – and they’re based on the products in the pay-what-you-want Karma Store, so they’re not theoretical. (In fact, I’m planning on replacing a number of my current headlines with the ones below.)
Take a look at them now and see if there’s one that’s a perfect fit for you and your audience.
Recently, I was asked to create a sales page for both Naomi and her colleague Clare Holiday (from Indie Retail Academy) for a brand-new offer called The Pivot Class.
So since it’s fresh in my mind, in today’s post I’ll walk you through a few things I did on the page and teach you how to do them, too.
The page has just gone live, so the class is open for registration. You should check it out, if only for the stunning design.
(I can’t take credit for that, though. I just wrote the copy. Clare did the design and illustrations.)
So, here’s a walkthrough of some of the more interesting elements.
Sales pages may take a while to create, but they don’t take that long to improve. You’d be surprised at how many upgrades you can build into your page in just 15, 30 or 60 minutes – and each one of those changes can lead to more sales for you.
The key to upgrading your page is your approach – either do a batch of things at once, or just do one small upgrade every once in a while. That keeps things manageable, and keeps your sales pages improving month after month.
If you’re already an owner of Easy-Peasy Sales Pages, you’ll know about all the little things you can do to make your existing page better.
But for those who don’t – or just don’t want to reopen the course at the moment – I’ve hand-picked 7 easy, do-able improvements that you can do quickly and easily.
Take a look and see which ones you might want to use to boost the conversion rate of your existing sales pages this month.
Good sales pages do an effective job of keeping reader attention, building interest in what your product can do for them, and sparking desire to own it.
Great sales pages also educate the customer and make them more likely to buy.
If you’re not educating on your sales pages, you’re going to lose buyers that need that education to feel safe and comfortable enough to make a buying decision.
You don’t want to lose those buyers – so today we’re going to look at how to incorporate teaching into your sales copy.
We’ll start by looking at what happens when a fresh new visitor arrives on your page.
If you’ve even flirted with the study of copywriting, you’ll already know about “reversing objections” – the fine art of making the buyer feel better about things that make them resistant to purchasing your product.
It’s a pretty straightforward process that leads to higher sales, and it works like this:
- Think of a potential objection / concern
- Think of how you can relieve that concern
- Mention it in your copy before the reader thinks of it
When you do this, the reader’s concern is relieved before they even think of it, which is a powerful event.
But you have to do it in a way that doesn’t sound defensive, or you’ll turn your readers off.
Here’s how you pull that off in your sales page copy.