What’s The Most Important Part Of Your Sales Page
First things, first, every part of your sales page is important. One wrong thing can totally derail it. So, you want to make sure the whole thing is solid. Having said that, if you were to put me up against a brick wall and ask me what the most important part of a sales page is, I’d have to say the headline and the sub-heads. In this article, I’m going to explain why this is so and why you want to spend most of your time working on your headline.
In order to understand why the headline is so important, you have to understand what’s going through the mind of your prospect as they hit your sales page. Naturally, they’re going to be coming to your sales page from a variety of places, but let’s just assume that they’re coming from some kind of presell. That presell, if it’s doing it’s job correctly, is going to prepare the prospect by conditioning them to expect to see something when they get to that page.
For example, let’s say that your presell is for a natural acne cure and in the presell you mention that this cure will cure the person’s acne in three days without drugs. This is certainly going to get a rise out of the prospect. So, when they go to the sales page itself, don’t you think that seeing a headline like, “Discover A Natural Acne Product That Will Cure Your Acne In 3 Days…Without Drugs” is going to register right away because it coincides with the presell…whatever that presell was? This is why a headline is so important. It reinforces that what the prospect is looking for is actually at this site.
Statistics show that if a headline is properly doing its job, it will account for about 80% of your sales. That’s right…80% of the people who buy your product have already made up their mind just because of your headline. So, what do you think is going to happen if you have a poor headline? What’s going to happen is 80% of the people who come to your page will probably never even get beyond that headline. Few, if any, will read your first paragraph.
Point is, no matter how good the rest of your sales page is, if the headline doesn’t do the job that it’s supposed to do, most people won’t get to see your great bullet points, testimonials, bonuses and killer price.
They’re already long gone.
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