BOOK 3: Headlines, Subheads & Value Propositions

Chapters in This Value Propositions,
Headings and Subheadings Ebook

Read This Ebook to Answer Questions Like…

What is a “value proposition”?

Is there anything fundamentally different between a headline and a subhead?

How do I write a headline?

How do I take my headlines from ho-hum to kick-ass?

What are some examples of great value propositions, headings and subheadings?

What am I doing wrong with my headlines?

Some of the Gems You’ll Find Inside

Be aware of unusual words, and use them in the midst of typical words.

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Your headline will impact whether people read the next line. It will impact whether people click on your call to action or not. It affects bounce, engagement, clicks, overall conversion – and even likelihood to return. In fact, on average, 8 out of 10 people will read your headline… but only 2 of those 8 will actually continue to read the copy below.

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For this secret to work, it has to tap into the same desire that makes the lottery, gambling, and other get-rich-quick schemes so enticing. That is, it needs to happen in a very short period of time.

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Your landing pages – such as your Features, About Us and Pricing pages – should have headlines that effectively balance intriguing the visitor, reflecting the call to action that likely sent them there, and incorporating SEO keywords.

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Visualize 3 of your target customers standing together in a parking lot, looking bored. These are the 3 people you have to win over with your headline.

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The clarity, relevance and credibility of your headlines are critical to keeping people on the page, helping them to trust you, and converting more of them.

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The subhead isn’t an excuse for your reader to take a break. Its job is to keep the visitor reading – so it shouldn’t let up for a second.

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To craft your own value prop, you need to know what your customers want… and what you offer them that’s exclusive.

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If you have a choice between being clear and being clever, be clear. But don’t forget that a great analogy, simile or metaphor can be both clear and clever at the same time.

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