What if I said your name, just loud enough for you to hear? Of course you'd turn around! Why? Because I just said something that was important to you! Something that connected.
Your Opening Headline, pure and simple, *IS* that flag. It must open with the same attention-getting power as calling your name on a crowded street.
Oh-oh. Look sharp. Here comes your ideal prospect now, hitting your ad. Look at her... She doesn't automatically stop to read... she scans, looking for "relevance" clues. She quickly breezes your Opening Headline -- if it does not click, her mouse does!...
CLICK! G'bye!
If your Opening Headline does get her attention, a-h-h-h. She'll slow enough to read the Subheadings and your Opening Paragraph. And if there's enough there, she'll continue on and read the whole accompanying message... as long as *YOU* keep delivering benefits that help her.
Your headline will grab eyeballs only if it has emotional appeal and offers your #1 specific benefit. No logic is involved.
It has to answer this question in the reader's mind...
"What's in it for me?"
(I can't repeat this often enough. It's so critical.)
Here is a quick survey I did with myself and someone else about which headlines pulled us to read the article!
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So make your headline appeal to the prospect you are trying to get.
Build your reader's interest as you flesh out your "subheadings site" with copy get your MWR (Most Wanted Response) For example, let's say your MWR is to get the reader to request more information.
Everything you write must pull your reader to request more information. Smoothly. Carefully. Be constantly aware of that twitching mouse-finger.
How do you become an e-persuader? By BECOMING your prospect. Let your passion and excitement about your opportunity fuel your creative energy as you write the copy.
Every word must contribute to persuading your prospect to join.
Compel the reader to continue on with enthusiasm and excitement. Present your information in short, tight bursts. Make every line snap.
Always write for your ideal or target prospect. Don't try to persuade or convert visitors/readers who have no specific interest in your product or service. Get your prospect's mindset right. Build towards your MWR (Most Wanted Response)
Steadily increase your visitor's perceived value of your product or service. Benefits and more benefits have to be presented.
Never waver from your MWR goal. Be consistent.
Do all of this and you will indeed write a Web site that SELLS.
Pure and simple... it *will* sell.