There’s something that you and thousands of other marketers are doing that are KILLING you conversion rates.
I’ve seen it in my own funnels and my clients.
When we fix it, it literally changes EVERYTHING.
Find your latest sales page or landing page, and write out what the first sentence is.
I don’t mean the headline (unless it is the headline), but the FIRST row of text at the top of your page.
Some of you will have what I call a “pat on the back banner” where you’ll put in bright colours and bold text something that tells the reader who you are.
Some of you will have a menu.
Some of you will have a headline.
The FIRST thing at the TOP of the page is a bit like an actors emotional range.
It sets the tone for the rest of the interaction.
In movies, an actors job is to essentially, tell the audience how they’re supposed to feel.
If you’ve ever watched a movie that felt boring, it’s probably because the actor isn’t raising the stakes of their emotions on screen enough.
You, as the audience, can only feel AS emotional as the actor, or less.
You cannot be more afraid than the actor.
You can’t be more happy than the actor.
The headline does the same job.
The headline expresses what the BEST possible outcome could be.
It needs to set the bar for where the reader is GOING to be.
If you start the page with disclaimers or menus or if your headline doesn’t set a high enough expectation, you can’t expect your reader to feel more excited than you’re allowing them to be.
The headline makes a sale, and the rest of the page supports it.
People don’t take the time or effort to read the headline and wonder “does it get better than this?”
Set high, ground breaking, easy, simple, fast, powerful, impactful expectations in your headline.
