“Your headline doesn’t need to sell at all. It does not have to mention your product. It does not even have to mention your main appeal …
Your headline has only one job – to stop your prospect and compel him to read the second sentence of your ad.
The headline is the bridge between your prospect and your product. It touches your prospect at the point of awareness that he has arrived at today. If he is aware of your product, and realizes that it can satisfy his desire, your headline starts with your product. If he is not aware of your product, but only of the desire itself, your headline starts with the desire. And if he in not aware of what he really seeks, but is concerned only with a general problem, your headline starts with that problem and crystallizes it into a specific need.” Eugene M. Schwartz
Now, in order to be relevant and to be loved, your brand must think visually, natively and cross-channel. Marketing without words enables you to tap into the underlying power of images – emotions. Images cause people to react, and those reactions can humanize your brand and turn transactional relationships into emotional ones. – Forbes
Translate features into benefits. Don’t just give information and assume that the reader will interpret.
Example, front-wheel-drive is a product feature on an automobile. In advertising that car it would be a great mistake just to say that and assume that the reader knows why front wheel drive is a desirable feature.
The advertising has to go on to explain the benefits of front wheel drive – safety, improved cornering, improved braking, better mileage and so on.
It’s amazing how easily people fall into talking about the features of their product or service, instead of the benefits it provides. I find myself constantly reminding our clients: “People do not buy things for what they are; they buy things for what they do.” – Dan Kennedy
Call to Action
Make it clear what you want the visitor to do by telling him what to do and to do it right now.
Above The Fold
Don’t hide your sales message at the bottom of the page where few people will scroll. Put your most important elements right before their eyes.
Keep it simple. Too many links will distract your prospect. Limit what they can do on the landing page to completing the action you want completed.
Keep your language lively. Focus on benefits the prospect will get, not on how great your product is.
“Add testimonials from happy customers. In general, a video testimonial is better than a testimonial with an image, which is better than a testimonial with just a name, which is better than an anonymous testimonial.” CRE
Media mentions, publications, TV appearances, awards, designations,
Demonstrate your trustworthiness, expertise and credibility. BJ Fogg
In addition to the 9 points in the QuickSprout graphic, to increase conversion remember:
- An attractive, professionally designed website is usually more persuasive than a clunky, outdated one.
- Back up your statements with proof.
- Show yourself. List your physical address, show photos of your employees and offices.
- Point out your Unique Selling Proposition.
- Make it easy to contact you. List your phone numbers and mailing address.
- Be sure your site works, Slow loading sites, broken links, typos and other errors diminish trust and confidence.
- Remove all distractions.