Eric Siu explains why your headline makes or breaks a sales page. David Ogilvy said 80% of effectiveness comes from the headline alone. Study swipe files like Swipe.co and gossip magazines for proven attention-grabbers that use specificity, emotion, and clear promises.
Hey there. Today we're going to talk about how you can optimize your sales page. Emily, thanks so much for the question. Let's get going. The most important thing when it comes to a sales page, number one, by far the most important, the headline. Ogilvy, who was a very, very popular marketer, one of the most popular, he said that when you write a headline, 80 cents of your dollar has already been spent. Because if nobody clicks on the headline, if nobody even gets riled up to feel that they need to look more into whatever your sales page, whatever your offering is, you've lost them already. So you've got to have a really good headline first. Now, how do you go about writing a good headline? Look for copy blogger, how to write magnetic headlines. That's the first thing. Now, the other thing is you can also look at a bunch of copywriters out there that are already doing a good job. So what I like to do is I like using a service called swiped.co. Um, now which is free and you can basically see a lot of these headlines out there and like what tends to do well. What I recommend looking at too is the gossip magazines out there. They have, their job is to get people to buy, to get people to click. They have some of the best headlines out there. If you look at the CNN.com for example, even though I'd never read CNN, uh, I used to read it all the time when I was in 9th grade and you know, I used to read about the war every day just when I had nothing to do. Um, and we were like invading. Um, and I was like, okay, I'm just gonna read CNN. And I just clicked that stuff all the time because I had nothing better to do. That's how these sites make money. When I look at swipe.co over here, you can see, let's look at this over here. Reduce your wrinkles up to 56% the first month. Damn, that's specific, okay? Now let's look at this, what else we got? Abraham Factor sales letter from Jay Abraham, okay? 3 types of entrepreneurs, 5 ways to create business wealth, 1 decision/action will maximize all 8. It gets to the point, it hits home, And that makes me wanna read more. And the job of a copywriter, when you think about writing copy, email copywriting for example, or any copywriter at all, it's to get you to read the next email or get you to read the next sentence. So their job is to keep you hooked. So when you look at swipe.co, I really like it because you have examples from direct response copywriters. And to me, at the end of the day, a sales page is just really good marketing combined with really good text. It's like genius level writing to me, which is why these copywriters get to charge $100 grand plus per sales letter. So let's look at this one. Let's go a little more. So we got the headline over here. Dear friend, what I'm about to say will probably shock you. That's the first line, okay? Why would you not wanna read more after that, okay? You may not like hearing it, okay? Let's go down. There are 3 types of entrepreneurs in the business world. The people who are constantly making things happen, the ones who watch things happen, and the people things keep happening to. Damn, that hits home. That's deep, right? I used to be number 3, actually, if I think about it. I always complained all the time. Oh, you know, everyone else is so lucky, everyone else is so fortunate. Why can't I just be born to rich parents? And, you know, that was me going through high school, through elementary school too. I just didn't feel like doing anything. I felt like I was a victim all the time. So this resonates with me. Like, this story resonates with me because it starts to tell me a story on what I've gone through in the past, what I've been through. And when those emotions start to come out, like, damn. People never remember what you say, but they remember how you made them feel. And this copy right here, it's getting me to feel something. Good copywriting gets you to feel something. So I recommend, by the way, read the book Breakthrough Advertising, 'cause it teaches you how to tap into these emotions. Ultimately, at the end of the day, to me, marketing, it is a form of psychology, it is sales, and you do good marketing, you do good copywriting, it's gonna take care of writing a really good sales page. But you can't just go into it and write it like a high school essay. Not gonna work that way. You can't be dry, you gotta be entertaining, you gotta make it readable. So that's how you go about selling, and one final example I'll give you is if you look at LandBook over here, Landbook has a lot of examples of landing pages, and you can see the headlines over here. Celebrate Christmas in July. Okay, that tells me absolutely nothing. An enterprise-level WordPress appointment booking plugin. Okay, a little better, a little more specific. And let's go down more, go down more. Rethinking our cities. Brand and Instagram creative at scale. Your ideas won't build themselves. Let's work on them together. Think about which one of these actually evokes emotion. I still think the Swipe.co one's better, but Landbook gives you a couple options as well. You know, some people like to ring the gong when they get sales, and that's perfectly fine. Just, you know, however you decide to celebrate, let us know. How are you gonna party? And don't forget to watch the next marketing video. Don't forget to subscribe. Leave a comment on how you're gonna actually improve your copy, and we'll see you tomorrow.
