At First Glance, They Seem Incredibly Simple

Good Product Headline = Higher Conversion Rate

You already have a great product and a good number of traffic to your website but not enough people are buying your product.

If you only have pretty pictures on the side of your page, plus a “Add To Cart” button.

And a paragraph underneath that summarizes your product.

You’re losing customers and money. 

The first step is to understand who they are…

Step #1 - Understanding The Customer

The thing is your product is just not going to appeal to “everyone”... even if you feel everyone could buy your product.

Writing a headline for “everyone” makes you vague.

And if you try to market it to everyone, you’ll wind up with far fewer sales than choosing a select group to direct your copy to. 

So once you’ve defined your target market, you need to turn your attention toward making sure your headline addresses them directly.

10 Smart Market Diagnosis & Profiling Questions

In the book The Ultimate Sales Letter by the renowned Dan Kennedy, he teaches these 10 questions to help “get into the customer” which is a crucial step to writing a killer headline.

1. What keeps them awake at night, indigestion boiling up their esophagus, eyes open, staring at the ceiling?

2. What are they afraid of?

3. What are they angry about? Who are they angry at?

4. What are their top three daily frustrations?

5. What trends are occurring and will occur in their businesses or lives?

6. What do they secretly, ardently desire most?

7. Is there a built-in bias to the way they make decisions? (Example: engineers = exceptionally analytical)

8. Do they have their own language?

9. Who else is selling something similar to them, and how?

10. Who else has tried selling them something similar, and how has that effort failed?

Answer those questions and put yourself in their shoes.

Step #2 - Use Proven Headlines Formulas

There is one thing that all the best headlines have in common…

They are simple.

The question is how do you write a great headline that is simple, when there’s so much to say about your product.

You want your headline to be so simple that prospects can understand it at a glance.

Here are some proven headline formulas you can use today.

Big Promise

If you have a product that solves a clear problem then this is an easy formula to use.

Get [Benefit] In [Timeframe] Without [Negative]

Thinking about what outcome (not product) does the customer want, and the thing that’s holding them back.

Increase the certainty of achieving their benefit while decreasing time and effort to get there.

For example:

Get Delicious Plant-Based Nutrition In Every Meal Without Sacrificing Taste

Enjoy Flavorful Plant-Based Meals Every Day Without Missing Out On Essential Nutrients

Proof

Another way to grab attention in your headline is to use proof.

How [Change] Made Me [Outcome]

This headline introduces a first-person story.

People love stories, and are remarkably interested in other people. 

This headline structure seems to work best with dramatic differences.

Examples:

How Embracing Vegan-Supportive Supplements Made My Joint Health Improve Dramatically

How Adding Vegan Supplements to My Routine Made My Hair & Nails Stronger Than Ever

Question

You can also open your headline with a question which the rest of your product description will answer.

The key is to ask a question that is already on the mind of your customer and so they are already interested.

Examples:

Ever Wonder Why People Feel Fatigued After Lunch?

What To Know How This Uncommon, Plant-Based Supplement Eliminated Sugar Cravings Forever?

Step #3 - Make Great Headlines For Your Product

Often you’ll write headlines that you believe are great, and find it won’t affect your conversion rate.

We can’t predict exactly what the market will respond to…

Hence your job is just to create more and headlines to find excellence.

Here’s what you do.

Test Multiple Headlines For Each Product Page

Make a list of 20 potential headlines on a page and then start by testing them one by one.

For example, let’s use one of our examples from above and create 4 better variations of it.

Initial Idea: 

Ever Wonder Why People Feel Fatigued After Lunch?

Variations To Test:

Why People Often Feel Fatigued After Lunch (And What To Do About It)

How To Feel More Energized After Lunch Without Changing Your Entire Routine

Harvard Research Reports: "Post Lunch Fatigue Can Decrease Your Salary By 23%"

Eliminate Your Fatigue After Lunch Today (Proof Below)

Say Goodbye To Fatigue After Lunch With This Simple Secret

How To Test Effectively

Setting up endless tests on your product descriptions is difficult because there are so many variables.

However you can easily test tons of headline variations in your advertising to see which one drives the most clicks and sales.

Then take what you've learned and apply it to your product page.

If you do this properly, I promise that most of the winning headlines won't be the ones you picked...

And that's why we always test what the market responds to (not what we "feel" works).