Pay Attention To Headlines By The IMC Team | Posted December 1st, 2007
Someone famous once said, "Words have more power than atom bombs."
When it comes to selling online, that’s definitely true… because NOTHING can explode your sales more than the words you use in your salescopy.
(If you believe that old adage, "pictures say 1000 words" works for online marketing, guess again! According to the Eyetracker III study — in which researchers used special "eyetracking" technology to study how people tend to view web pages — visitors almost ALWAYS look at words before they look at images. That means you’d better make sure your words say something that hooks their interest!)
A eye-catching, benefit-filled headline, followed by powerful copy that compels your visitors to read down the page, can mean the difference between 1000s of dollars in sales each month — or 100s of dollars each month.
Which do you want to see on your monthly bank statements???
But it’s not just WHAT you say — it’s where you say it.
Research studies show that visitors on a web page tend to focus most of their attention on the left 1/3 of headlines and text blurbs, and scan over the rest.
What does that mean to you?
It means you’ve got to make sure your most powerful, most captivating words are at the BEGINNING of your headline, subheadline, and introductory paragraph — not in the middle or end.
The same rule applies to blog post or article titles and introductory paragraphs — you’ve got to start them off with a bang!
So instead of writing a headline like…
Dog Obedience Expert Explains How You Can
Completely Have Your Puppy Housetrained In Just 3 Days.
After Reading This Report, You’ll Never Have To
Clean Up Another "Accident" Again!
Rewrite it so the most compelling words are all on the left, like so:
Discover The Secret Tricks "Dog Experts" Use To
Housetrain Your Puppy
In 3 Days Or Less!
No More "Accidents"… And No More Smelly
Messes To Clean Up!
In the first example, the most eye-catching phrases are, "Dog obedience," "Completely have," "After reading this," and "Clean up another."
In the second example, the attention-grabbing phrases are, "Discover the secret," "Housetrain," "In 3 days," and "No more ‘accidents.’"
Can you see how the second example gets the most important ideas across right away?
Remember, you only have a maximum of 10 seconds to grab your visitors’ attention and compel them to stay on your site. You have to make every second count by "wowing" them with the words that make them want to keep reading.
As always, whenever you make a change to your website, be sure to split-test the old version against the new to see which gets the best results.
But if you keep on making minor tweaks, and building on your improvements, I guarantee you’ll see an atomic explosion in your sales numbers!
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