How do you come up with great headlines from landing pages?

17 replies
Hi there guys! I'm kind of new to copywriting in general. I'm trying to create a landing page for a book. However, I'm not too sure on how to go about creating the headline.

I've made several variations of a headline, which one do you think is best in the situation of trying to sell a book? The book is around how to clarify your marketing message to get more sales.
  1. Secret Marketing Framework to Market Anything
  2. The Secret Framework to Market Anything
  3. Market Anything Easily with This Secret Framework
  4. Secret Framework: Market Anything quickly with no effort
  5. Market Anything with no effort using this Secret Framework
  6. Secret Marketing Framework: Market Anything quickly with no effort
  7. This Secret Framework Will Make You a Marketing Genius
  8. You will be a Marketing Genius after Learning this Secret Framework
  9. The 1 secret framework to marketing anything

Cheers!
#great #headlines #landing #pages
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  • Profile picture of the author SARubin
    Originally Posted by Arnold15 View Post

    Hi there guys! I'm kind of new to copywriting in general. I'm trying to create a landing page for a book. However, I'm not too sure on how to go about creating the headline.

    I've made several variations of a headline, which one do you think is best in the situation of trying to sell a book? The book is around how to clarify your marketing message to get more sales.
    1. Secret Marketing Framework to Market Anything
    2. The Secret Framework to Market Anything
    3. Market Anything Easily with This Secret Framework
    4. Secret Framework: Market Anything quickly with no effort
    5. Market Anything with no effort using this Secret Framework
    6. Secret Marketing Framework: Market Anything quickly with no effort
    7. This Secret Framework Will Make You a Marketing Genius
    8. You will be a Marketing Genius after Learning this Secret Framework
    9. The 1 secret framework to marketing anything

    Cheers!

    Personally I don't really love any of these headlines. But maybe it's just the subject matter that I'm not buying.

    I've been at this rodeo for too many years, and there's just something about... "The secret framework to marketing anything with no effort"... that just sounds like a bit of generic snake oil to me.

    But, I guess if you get it in front of the right audience it'll probably sell. In which case, any one of your headlines should do fine.



    Although, I am a little bit confused about one thing...

    How are you selling a book about "how to clarify your marketing message to get more sales", if you don't know how to clarify your marketing message enough to create a headline?

    Did you write a book about something that you don't know how to do?

    Or are you selling someone else's book (in which case, did you read the book first?)

    I'm not trying to be a d*ckhead here. I'm just trying to understand where you're coming from.



    Now to answer the question in your post headline...

    Originally Posted by Arnold15 View Post

    How do you come up with great headlines from landing pages?
    A basic (generic) strategy is to first understand what your target audience is looking for.
    And second, figure out how your product helps them to get it...

    Then write your attention getting headline in a way that bridges the gap and connects the two
    .
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    "It all boils down to psychology, and numbers"
    SARubin - Direct Response Copywriter / Advertising and Marketing Aficionado
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    • Profile picture of the author Frank Donovan
      Originally Posted by SARubin View Post

      How are you selling a book about "how to clarify your marketing message to get more sales", if you don't know how to clarify your marketing message enough to create a headline?
      Lol. I don't think you could make this stuff up.
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      Write a wise saying and your name will live forever. (Author unknown)

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    • Profile picture of the author Arnold15
      Originally Posted by SARubin View Post


      Although, I am a little bit confused about one thing...

      How are you selling a book about "how to clarify your marketing message to get more sales", if you don't know how to clarify your marketing message enough to create a headline?

      This is a mockup landing page for me to practice my copywriting skills. I have read most of the book -- it's not mine, but I need to start practicing my copywriting skills immediately. I'm just looking for extra advice for headlines.

      But those previous headlines were just too generic you're saying? How could it be more attention-grabbing or serve the customer's need more?

      Cheers!
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      • Profile picture of the author SARubin
        Originally Posted by Arnold15 View Post

        But those previous headlines were just too generic you're saying?
        Maybe "generic" wasn't the best word for me to use. I should have said they look like "me too" headlines.

        Basically, when I saw them I thought... "Oh great, another secret formula that's going to grant me marketing riches without any effort. What makes this guy any different than the 1,000,000 other snake oil salesmen promising the same thing?"

        Perhaps I'm just not your target market. But the only way I can see a veteran marketer wanting this book, based on those headlines, is if it were a FREE kindle download. Then I might grab it just out of curiosity (who knows... maybe there's one or two interesting things in there?)



        Originally Posted by Arnold15 View Post

        How could it be more attention-grabbing or serve the customer's need more?
        If you want to write the most attention grabbing headline, it all starts with "Your Audience"


        Like I said before, the first thing is to understand what your target audience is looking for.

        Who is your target market? And what are they looking for in a new marketing book?


        If your audience is people who just want to know "every new thing" (either because they're afraid of missing out, or they're just desperate to find something that will finally work for them) Then any of your above headlines might do fine. (As long as you get them in front of the right audience at the right time)


        But if you're selling this book to people who've been around the block once or twice, then you should answer a couple of questions...

        What's different about your book?
        And why should I pay attention to you?

        Simply telling me you have a "secret framework" is pretty generic (Hmm, I guess I did use the right word before)

        Is there something different in your book that will solve a problem I'm having? Can you be any more specific about it?


        Your biggest competition in advertising is "clutter". Peoples lives are full of noise, and we're getting hit with hundreds (maybe thousands) of marketing messages everyday. And as a society most people have learned to tune them out.

        My life is busy, and if you want to get my attention then your headline needs to stop me in my tracks, and get me to say "Hey, this different... it's for me... and it looks valuable... I guess I'll give you 3 seconds of my time, to see what it's about"


        So what's your hook? What's in your book that makes it any different, or any better than everyone else's? And how does your big idea connect to what your target audience is really looking for?

        The answer to these questions will start to give you some idea of what your headline should say.


        Also, a "BIG" part of it depends on how your audience has been pre-sold, before they land on your page. Is this a cold audience? Or a warm audience?

        If they clicked an ad to get to your sales page, then the main purpose of your headline is to pay off the ad that they clicked on.

        In other words... DON'T make your ad about email marketing, and then make your landing page headline about social media marketing, or you'll just confuse most people (and probably irritate most of them) Your book could cover both of those things, and more. But if your ad says one thing, then your landing page needs to pay off the reason they clicked on the ad.


        OK, I could go on for another ten pages, but this reply is already getting a bit lengthy so I'll end it with this final thought...

        The process for coming up with a winning headline is not really all that mystical. But it does take a little research, and some concentrated thought (which is probably why so few people are any good at it)

        Hopefully I've helped clarify some of the concept for you, (instead of just confusing you all the more?)

        All the best,
        SAR
        Signature
        "It all boils down to psychology, and numbers"
        SARubin - Direct Response Copywriter / Advertising and Marketing Aficionado
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        • Profile picture of the author Arnold15
          SARubin that's really good advice thank you!

          I've been studying how to create good headlines and trying to re-develop a less "clickbaity" headline that's more specific.

          This is what I came up with:
          Brilliant Marketing Framework: Has Helped 3000+ Businesses Grow

          I think this is way better than my previous headline. I also wanted to start with the word "brilliant" as it starts off with a power word to make it seem more interesting. Although I think it's missing the unique factor to it like you said a headline should have.

          I do one with a more unique factor to it: Brilliant Marketing Framework Which Will Clarify Your Message: Has Helped 3000+ Businesses Grow

          I think this is too long to be a headline though, am I right or wrong?


          Here are some other headlines I came up with, that I don't think are as good:

          - Marketing is Easier When You Have a Simple Effective Framework
          - The Framework That Makes Marketing Easy
          - This Framework Will Make Your Marketing Message Easy to Understand
          - Disgustingly Easy Framework That Has Helped 3000+ Businesses Grow
          - Help Your Business: The Only Focus of This Marketing Framework is to Help Clarify Your Message Increasing Your Sales
          - Take-A-Peek: How to Increase Sales by Simplifying Your Message


          What do you guys think of the first two headlines and these ones? I honestly think that the first one is the best. But still -- I'm not sure.

          Cheers!
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      • Profile picture of the author Odahh
        Originally Posted by Arnold15 View Post

        This is a mockup landing page for me to practice my copywriting skills. I have read most of the book -- it's not mine, but I need to start practicing my copywriting skills immediately. I'm just looking for extra advice for headlines.

        But those previous headlines were just too generic you're saying? How could it be more attention-grabbing or serve the customer's need more?

        Cheers!
        with the subject you are using ..it can't be more attention grabbing .. if secret and marketing anything .. are in the headlining the message get ignored or trashed .. unless it is from someone the reader already knows or reads ..and still probably end up in the bin .

        forget selling a marketing course or any course .. practice writing headlines to sell items you would resell .. on ebay or amazon or etsy ..

        but i stay off this forum and refrain from giving advice here.. go back to trying to copywrite for marketing or internet marketing course ..when you don't know how .. to do either yet ..

        and i'll go back to mind warrior and of topic .. good luck with your future selling copywriting services on fiver
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  • Profile picture of the author OptedIn
    It's Internet Marketing. There are no rules, no expectations of professionalism or a basic understanding of the task at hand. It's a well-known fact that anyone can be an Internet marketer. Ask, around! Hell, just look around!

    Cheers
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    "He not busy being born, is busy dying." - Bob Dylan • "I vibe with the light-dark point. Heavy." - Words that Bob Dylan wishes he had written.

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  • Profile picture of the author ryanbiddulph
    Think of the clearest, most helpful benefits for your site visitors. Or else folks will turn tail and leave on visiting. Visualize yourself as someone who needs to sign up through the page. Or who needs the content. What appeals to that person? Start there.
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    If you want to become a full time blogger you can buy my eBook here
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  • Profile picture of the author Robert Bridgen
    Great question what I do is look at my emails and find the ones that stand out. Now the best thing to do is change the headings. Do not copy 100% and also get some ideas from the email itself. I find it saves me a lot of time thinking of headlines and it works for me. Hope it helps.
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  • Profile picture of the author GordonJ
    Originally Posted by Arnold15 View Post

    Hi there guys! I'm kind of new to copywriting in general. I'm trying to create a landing page for a book. However, I'm not too sure on how to go about creating the headline.

    I've made several variations of a headline, which one do you think is best in the situation of trying to sell a book? The book is around how to clarify your marketing message to get more sales.
    1. Secret Marketing Framework to Market Anything
    2. The Secret Framework to Market Anything
    3. Market Anything Easily with This Secret Framework
    4. Secret Framework: Market Anything quickly with no effort
    5. Market Anything with no effort using this Secret Framework
    6. Secret Marketing Framework: Market Anything quickly with no effort
    7. This Secret Framework Will Make You a Marketing Genius
    8. You will be a Marketing Genius after Learning this Secret Framework
    9. The 1 secret framework to marketing anything

    Cheers!
    These are awful. Go back to the notebook, copy out 1001 headlines by hand, until you have the powerful secret to writing headlines.

    GordonJ
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  • Profile picture of the author OliverM201
    Use what's called 'Power Words' in your landing page copy.

    I struggled writing headlines for a while until I started implementing some 'emotional' words into my copy. I found I would get a higher opt-in rate when used the right way.
    This article on OptinMonster would be a good place to start: https://optinmonster.com/700-power-w...r-conversions/

    I recommend to listen to commercials and start listening for emotional and phrases that stand out and write them down on paper. Then after a while you should get better writing headlines. You can take the same concept for e-mail subject lines too.

    Hope this helps
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  • Profile picture of the author Robert Bridgen
    I like this post. What I do is collect emails that are sent to me and I look at each one and the ones that stand out I use the headlines. But. I do change them a bit. cannot just use them. as is.
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  • Profile picture of the author HowToWritePro
    First of all... you don't have to... why reinvent the wheel?... you study what is scientifically proven to work ... then you "modify" it to "personalize" it to your product or service.
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  • Profile picture of the author poweredspeaker
    This was really a very great answer for this question. Now i have a clear view about it.
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  • Profile picture of the author Shirleycouture
    Great post with great information in it. Everyone should keep these things in mind to move further in your business.
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  • I have noticed if you keep persevering in a creative manner, you just get better and better.
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  • Profile picture of the author ehlee
    Lol I love how copywriters critique. It's bold and straight to the point. Absolutely no b.s. involved.
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