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Posts Tagged ‘headlines’

Effective Landing Pages: 30 powerful headlines that improved marketing results

August 8th, 2019
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There are 21 psychological elements that power effective web design (see infographic). Of those elements, one of the first your customers will experience is the headline.

21 design elements

(You can download a PDF of this infographic here.)

 

A powerful headline is your make-or-break opportunity to connect with the customer and get them to engage with the rest of your page — and ultimately convert.

We’ll provide you oodles of examples of effective headlines in this MarketingSherpa blog post to help spark ideas as you brainstorm your own headlines. And you can delve deeper into all 21 of those psychological elements in the following videos from MarketingSherpa’s sister brand, MarketingExperiments:

The 21 Psychological Elements that Power Effective Web Design (Part 1)

The 21 Psychological Elements that Power Effective Web Design (Part 2)

The 21 Psychological Elements that Power Effective Web Design (Part 3)

(This article was originally published in the MarketingSherpa email newsletter.)

 

Now on to the examples …

Like with your own landing pages, in many of these examples the headline wasn’t the only factor that affected performance. However, a different headline is a pretty significant change on a website and is usually a major contributing factor to a change in performance. The best performing headlines below are bolded.

Before: We’re here to help.
After: Simplifying Medicare for You
Results: 638% more leads

You can read more about the above headline in Landing Page Optimization: How Aetna’s HealthSpire startup generated 638% more leads for its call center

Before: About The GLS
After: Two Days of World-Class Leadership Training
Results: 16% increase in attendance

You can read more about the above headline in Customer-First Marketing: How The Global Leadership Summit grew attendance by 16% to 400,000

Read more…

Marketing Triggers: How to get customers to fall in love with your ideas

August 7th, 2012
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Noted author, speaker and copywriter Sally Hogshead will keynote this month’s B2B Summit 2012 in Orlando. To whet your appetite for her keynote address, “The Nine-second Attention Span: Selling your brand, and yourself, in social media,” let’s look at her talk from TEDxAtlanta to begin learning how to grab your potential customers’ attention, even though they likely have the same attention span as a goldfish …

 

 

Related Resources:

B2B Summit 2012, August 27-30, Orlando

Blandvertising: How you can overcome writing headlines and copy that don’t say anything

Improve Your Copywriting with Help from Social Media: 7 Tactics from David Meerman Scott 

Copywriting: How to improve headlines on landing pages and blog posts

Copywriting: How to improve headlines on landing pages and blog posts

April 5th, 2012
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Headlines are tricky little devils. Whether you’re writing them for an article or a PPC landing page, they can carry your campaign to glory or bury it forever.

We gathered some theory on writing great headlines from our sister company, MarketingExperiments, and capped it off with five tips from our editors and a useful process for improving results.

Before we get to all that, keep this in mind:

  • The goal of a headline is to seize readers’ attention and convince them to continue

 

Headline Theory

There is no arguing it — people are busy. You need to write a headline that convinces them to ignore distractions and pay attention. When people see a headline, their minds want to know:

“Why should I read this instead of doing one of the other 50 tasks on my list?”

The key question is “what do I get?” A good headline answers this in one word, “value.”

 

4 attributes of value

Picture your ideal customer deciding where to spend his time and energy. He wants something good for his investment. A headline that emphasizes something “valuable” to him gets his attention. He’ll invest a click and continue reading.

Your headline is “selling” your next paragraph and you need to make a good offer (also known as a proposition). Researchers at MECLABS, our parent company, evaluate the power of a value proposition through four attributes. You can use these same attributes to create and evaluate headlines. Read more…