Okay. So I think this is actually ... I’m going to have to paraphrase a bit here but this is a
quote from Ted Nicholas on how to design a headline and I use this advice, and it’s worked
very well for obvious reasons.
As you say it’s the first thing people see, and the headline’s pretty much make or break. To
paraphrase ... you take the product and "If you were like God, and could give the reader of
your letter, just give them the ultimate benefits from your product, what would that be. And
then turn that into your headline."
So the absolute biggest they could get.
And Ted has a real big point there, and all I basically said was ... I probably said it in a different way.
His way is actually a little clearer.
What I basically said was -- write something so that when they read they’re definitely going to want
to read what you have, which in a sense is the most powerful benefit of that product. Your USP or
unique selling proposition.
So you’ve got that -- you’ve got your headline, your sub-headline, you’ve got your introductory
paragraph, bullets, list of benefits and features, you’ve got maybe a little bio about yourself if that’s
necessary, you can throw that in there anywhere maybe right above the bulleted list of features and
benefits.
Then you’ve got your price. Then you’ve got your guarantee, order by such and such a date and get
so many bonuses, and then you have maybe a couple of PS statements. With another reminder of
how to order. Throw that order link in there five or six times right down to the bottom.
Throw one big link in there somewhere right across the screen -- "Click Here To Order Now". Right
where they roll over it, their mouse turns from blue to red and they can’t miss it.
If they miss it ... there’s no way, they’d have to be blind. And that’s a big mistake I see on sales
letters. And it’s kind of annoying but it’s not too annoying. It’s not annoying for someone like me ...
but for your average person, it is annoying.
And make it clear. Sometimes you read letters and you can’t quite work out what they’re
selling.
And I’ve made the same mistake before too. When I was a beginner I’d look at something and get
frustrated because I couldn’t find the price right away. So I can understand where they’re coming
from.
And you probably know this firsthand as you sell software products. Actually ... some of
your products are more scripts so it’s not so much software you run so to speak ... it’s
software you install on your server. But people really like screen-shots. Or even a demo.
They like to actually see what they’re getting.
And I like to put screen-shots on all my products, except for
OptIn Lightning
. It was totally
server-based so there was no need for a screen-shot, but what I did is I created a popup where they
could view a sample of what the admin panel looks like. So it was kind of cool.
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