Why Doesn't Your Content Convert to Sales?
There absolutely is one thing that is more important than anything else in your copy if you're trying to improve consumption and conversions.
And it's true for your articles, emails, sales pages, images, Facebook posts, blog posts and paid ads.
- More than 80% of the effectiveness of your content depends on it...
- Done well, it can increase your conversions up to 1700%.
Why does a good one get these kinds of results?
Like everything in effective marketing that you've learned - but forgotten, it's all tied to human psychology and emotions.
What is this one thing that can be so find, yet so very easy to uncover if you look in the right place?
It's your headline.
Direct marketing studies have tested and shown that more than 80% of the success of an ad is the drawing power of the headline. And by testing headlines, one against another with the same sales offer included, a good headline can increase response up to 1700%!
That leads to a seemingly simple question..."why?"
At the subconscious level, each and every human is wanting to improve themselves (feel good) or solve a problem (avoid pain).
By the way, avoiding pain is a much greater human motivator than self-improvement.
By the way, avoiding pain is a much greater human motivator than self-improvement.
Just look how fast someone wants to take action when they are having a major problem or are in great emotional, physical, or financial pain.
And interestingly, self-improvement is many times full of emotional, physical, and financial pain, isn't it?
You're trying new things to expand and many times there are stumbling blocks along the way that can be difficult to overcome.
Actually positive growth can be painful.
So many times the human spirit will give up because they are experiencing pain when they were promised feeling better.
Whether that was emotional, physical, financial or spiritual.
You can understand why it's hard to get someone to try something new, even if it's positive and good for them.
They are currently in their "comfort zone", not feeling any pain, and you try to get them to move ahead and "risk" feeling new pains that they haven't dealt with yet.
With the hope of doing better, and not feeling these new pains in the future, it's the old dilemma of "bird in the hand, or two in the bush?"
Do you let get of what you know to risk getting more of something you want?
Unfortunately, most do nothing.
Sit back for a moment and think about what you're feeling.
I've just described your frustration and pain as a marketer.
You've made an offer to someone, an offer you believe to be of great value and importance.
Unfortunately for you, your prospect didn't take notice or respond at all.
Why?
One of two things.
They were either in their "comfort zone" and did not currently have the pain you described, or...
The good feelings that you offered were not "perceived by them" (their only reality) to be worth the emotional, financial, physical and time cost (risk/pain) they may endure to achieve the end result.
So you get the result you got. They do nothing, and you're disappointed.
Now, you're in more pain and frustrated too.
Okay, here's where your headline comes in.
Your headline has the ability to break through to the lower levels of the emotional brain of your human prospect.
As you've heard me say time and time again, all humans (you and I included) make all decisions on an emotional basis first, and then justify that decisions to ourselves and others with logic.
Therefore, your headline must appeal to the "emotional" brain, not the the "logical" brain.
Your headline must provoke curiosity in your reader by bringing up a problem (pain) they are having, or by promising a great new benefit or solution to their problem.
Or here's the best kept marketing secret...BOTH!!!
Always try for both. But as always:
Test! Test! Test!
So here's what you do...
Start analyzing all the ads and newspaper/magazine articles (they have headlines, don't they?) you read and figure out whether they are offering pain avoidance or new comforts, or both.
See how the headline draws you in with the benefits of reading more.
And you'll begin to notice something:
Every successful headline fits into predictable formulas!
That's why we're giving you - YEP, FOR FREE - the top 100 headlines in a format that you can use to update on your own.
You'll see an example of 10 headlines below.
In addition to the top 100 headlines, we're also giving you a script using our 17-part sales template to create your sales letters. >>>>>Click Here To Get Yours
This is a monster gift. Comment below if you have any questions or comments - or just want to say thanks!
The World's 100 Greatest Headlines
It's all about the structure. Use these headlines to build your own using these proven and tested headline formulas. Just replace the bracket and "insert" content with your own words for your content.
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