Increase Conversion By Creating Good Sales Copy

Headlines & Sub-Headlines

The use of sales letters, or sales copy, had been around for as long as direct response marketing have been practiced in the conventional “brick and mortar” world.

Look at sales copy like an electronic salesperson on your behalf so you don't have to "beat the bushes" selling face-to-face or gamble on the effectiveness of sending out hundreds of flyers.

Good sales copy is considered to produce a good decent conversion rate at 2 to 4 percent. You are doing better if your sales copy produces above 4 percent. Some marketers reportedly produce 6% and some as high as 20-30% to cold prospects! The old adage of "making a good first impression" cannot be overstated enough when it comes to sales copy. It will make you or break you.

The first thing to grab the attention of potential clients is the headline of your sales copy. After that, sub-headlines help the reader navigate throughout your content, they act as a sort or organizational tool.

The following six tips can help you format your headlines and sub-headlines for maximum benefit:

1. Color your headline red.

The color “red” usually symbolizes urgency or importance. Alternatively, you can use “black” or text with “yellow highlight in the background” if “red” won’t suit your sales copy’s color theme. However, it is advisable to use “red” as the color of your headline plus this color can be used with almost any theme color suitably.

2. Your headline font must be larger than the standard font used for your sales letter.

The purpose of your headline is to grab your prospect’s attention to read and qualify him or her. Thus it’s important for your headline to stand out from the rest of your standard font. Usually, the headline font is 1 or 2 times larger than your standard font.

3. Imply a benefit or a summary of your offer in the headline.

The benefit should often refer to your prospect, not YOU or someone else. Even if you are using another character in the headline, make absolutely sure that it ultimately has to do with your prospect and why or how it could benefit him or her.

4. Introduce a character in your headline.

It makes your sales copy more interesting to read. Try to relate it to your prospect. For example:

“Discover How A 24 Year Old Student Is Making THREE Times More In Income Than His University Professor On The Internet!”

This headline is best aimed at young and the young at heart who wants to know how to make money online.

Or, another example might be:

“How An Unemployed 27 Year-Old Broke Out Of Bankruptcy And Became Financially FREE… And How YOU Can Do It, Too!”

This headline is best aimed at people who are broke or bankrupt and how they can improve their financial status, regardless of how old they are.

Depending on the nature of your product or service, the more you can relate it to the majority of your prospects, the higher the chances you can hook your readers to read your sales letter, and then hopefully purchase from you.

5. Your sub headline serves as a hook to make your readers continue reading.

The sub headline goes on to explore other benefits for your reader to continue reading, which are not shared in the headline. It is generally smaller than theheadline in font size (by 1). Making the sub-headline a different color can also bring good results.

Remember to keep it short, you want to make your visitors feel that they owe it to themselves to read every line of your letter.

6. Don’t use too many words in the headline.

As a general rule of thumb, use in between 20 to 25 words for your headline, and a maximum of two lines. Don’t make your headline too long to read otherwise your visitors will just get lazy and immediately leave your sales page without knowing the full benefit of your offer.

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