Sue Howard's Blog Your Headline Is Failing You Like My Attempts to Parallel Park

Your Headline Is Failing You Like My Attempts to Parallel Park

10/15/2022


Your headline is failing you like all of my attempts to parallel park.

Biggest problem with parallel parking are the witnesses

You know you have a headline problem when your website visit recorder reveals most of your visitors exit the page without scrolling down.

Most landing pages I audit have this problem.

Fix this problem with 1 or more of these tactics:

1. Reference the near future:

Instead of:
Prepare Meatless Meals Even Carnivores Adore

Try:
Prepare a Meatless Thanksgiving Meal Even Carnivores Will Adore

Why this works: 
Consumers shop to meet an immediate need. The long term benefit is used to justify the purchase, but the short-term need motivates them to take immediate action.

2. Begin with the benefit:

Instead of:
Discover my family’s secret recipe for preparing a meatless Thanksgiving meal that even carnivores will adore

Try:
Prepare a Meatless Thanksgiving meal even carnivores will adore with my secret recipe

Why this works:
Your reader’s interest is at its highest when beginning a new line. Their interest fades after reading the first few words, and many won’t even finish the headline. Beginning with the benefit encourages even those with the shortest attention spans to continue reading your copy.

3. Make it more believable

Instead of:
Instantly Relieve Anxiety Without Medication, Meditation or Exercise

Try:
Science-backed Method to Instantly Relieve Anxiety Without Medication, Meditation or Exercise

Why this works:
Backing your promise up with something or someone people trust adds credibility to your headline.

Want more strategies to convince more visitors to consider & Convert?


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