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Thoughts on header images

by Delta223
4 replies
Most of the classic copywriting books focus on printed materials, and I don't think I've ever read of one that recommended placing any sort of branding right at the top of your letter.

But most of the online sales pages I see do this in the form of a header image. it certainly gives the page a "brand identity," but it also moves it away from the sales letter formula handed down by the greats.

Hopefully the more experienced copywriters can chime in here with their experiences regarding header images, thanks.
#header #images #thoughts
  • Profile picture of the author travlinguy
    I think many of the greats, as you call them, became great before the Internet and most often referred to long, multi-paged paper letters, which obviously didn't incorporate headle images.

    I think that if you're learning from more contemporary writers there's likely to be plenty in regard to header images.
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  • Profile picture of the author AABL
    Good point I think plain text sites most likely don't get read unless it's an article etc.
    Basically if they are in "buy" mode you need to wow them
    I think nowdays if you don't have a decent looking header then you are only going to lose your potential customer to a competitor who does have that "wow" header

    Obviously a "wow" header with crap copy won't sell NADA
    But together they seal the deal nicely
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  • Profile picture of the author shawnlebrun
    I've tested hundreds of sales letters with headers and without headers.

    Actually, I could stop this reply right now and you'd have the answer.

    The only TRUE way to tell is to test both of them out... a page with
    and the same page without the header... see which one works.

    cause in just about every market i've written for... the results
    were different.

    i've done sales letters without headers that absolutely crushed
    letters with headers... and vice versa.

    i remember WAY back when... i think it was in John Reese's newsletter
    or maybe his traffic secrets course... where he said that his tests
    of sales letters without headers were beating letters with headers.

    so, not being one to argue with John Reese, i tested it and sure
    enough... most of the sales letters I did without headers had
    better conversion rates.

    knowing what I know now... I'm guessing a lot of it could be
    that the letters without headers just start with a nice, big
    headline at the top... which gets the reader to stop, read
    the headline, and then go into the body.

    with a header, you have something else that could turn them
    off before reading the headline.

    so, that's my reasoning for why the letters i did without
    headers converted better... it was just because the first
    thing the reader noticed was the benefit-filled headline... which
    as we all know is the most important part of the letter anyways.

    so, my results showed letters without headers usually converted
    best, but everyone is different so the only true answer is to split test.
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    • Profile picture of the author Raydal
      Originally Posted by shawnlebrun View Post


      i remember WAY back when... i think it was in John Reese's newsletter
      or maybe his traffic secrets course... where he said that his tests
      of sales letters without headers were beating letters with headers.
      I recall that breakthrough idea way back then as well. I also
      got rid of most of my headers for the same reason. But
      I think that a great part of these results show that DIFFERENT
      is what really gets a attention.

      If everyone is using headers and you don't then you get more
      attention. If everyone uses red headlines and you use black
      then you'll stand out.

      When I tell some people what I do they say, "Oh you mean those
      long letters you see online trying to sell me some gimmick, Oh
      I never read those."

      So the long form sales letter has become associated with a
      certain market and type of product. This means that you
      can change the FORMAT of the letter--like an article, or
      a review--and win these readers attention.

      As soon as people get accustomed to a particular FORMAT,
      then your message is judged by the format even before
      they read the message. Books judged by the cover.

      Video sales letters had/have the same advantage because
      it was/is a new format--message is the same.

      -Ray Edwards
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