The most crucial part of any sales letter is the headline. The remaining sales letter may be excellent, if a headline sucks, your ad will fail. It's as easy as that.
Why are these few lines of a sales letter so important? Well, the headline is the first (and often last) opportunity to impress the reader. A good headline entices the reader to read the remaining information. The straightforward fact is, when you have a negative heading the remaining page won't matter because it won't be read.
The first purpose of the heading is to obtain the readers attention. That being said, it is very important to notice that you don't want to attract everyone's attention. You want to attract the eye of individuals who'd be thinking about everything you offer. That is called target audience.
Everything you don't want is plenty of readers that's not interested in your offer. They'll realize this the moment they get after dark headline and you'll quickly lose them.
When you are attracting the wrong readers you may also be losing valuable readers that are interested.
You need to know your market, know what they need, and know what might grab they're attention. This is a vital part of writing your headline. You need to walk a superb line to get it just right, this could only be achieved trough practice and testing.
Let's quickly look at how Naija news Claude Hopkins uses newspaper headlines to show the importance of targeting your audience during your headline:
"Suppose a newspaper article stated that a certain woman was the absolute most beautiful woman in the city. That article could be of intense interest to that woman and her friends. But neither she nor her friends would ever read it if the headline was 'Egyptian Psychology' " ;.
For a more contemporary example, we can look to Google AdWords.
Let's say you have an internet site that sells specialty teas and you want to drive traffic to a product on special, let's say a delicious Earl Grey.
You are able to only make use of a limited amount of characters so you need to be careful of the language you use. You see, if you utilize a very general headline like "Specialty Teas", the traffic you would receive won't be very targeted.
You would likely get lots of "tire-kickers" who are just browsing or trying to find free stuff. Since you pay for traffic by utilizing AdWords, you would be spending good advertising money on bad traffic.
Instead, a heading like "Earl Grey Discount Ends Today" ;.
This, off the most truly effective of my head example, shows how you might target an individual who are looking for earl grey tea.
Somebody who sees your ad will immediately know:
1. You have exactly what they are looking for
2. They could save money due to the discounted price.
3. The discount ends today so they have to act fast
The power of 5 simple words can't be emphasized enough. Observe how tightly targeted it's? Individuals who click on the ad will undoubtedly be very possible to buy.
While people who are only interested in free information regarding chamomile tea will know never to bother.