Post by huangshi715 on Feb 15, 2024 2:06:55 GMT -5
In this post, we’ll deep-dive and dissect one of the copywriting misconceptions, but be sure to check out Joanna’s CTAConf presentation video in full. In it, you’ll find plenty of gold nuggets that will shake what you “know” about copywriting – to make you a smarter marketer who runs more successful campaigns. Sorry Ogilvy, but the headline is not god If you’re a marketer, I’m willing to bet you’ve read this quote before: “On the average, five times as many people read the headline as read the body copy. When you have written your headline .
David Ogilvy All hail the almighty headline! It can grab visitors’ attention. It can express your unique value proposition. It can convince people to buy your product. It can help you rank for a Japan Email List keyword. It can do everything you want and more! In other words, your headline carries a lot of weight and importance. And it has many jobs, right? Wrong. Sorry Ogilvy, but times have changed. As Joanna explained, if you put too much pressure on your headline and give it too many jobs, everything else will fall apart. Star athletes don’t play every position and movie stars don’t play every part.
They specialize. It’s tempting to fall for the Renaissance Man, but the truth is that he doesn’t exist when it comes to copywriting for conversion. If your headline does too many things at once, it will be mediocre at everything. As Joanna explained, your headline copy should do one thing, and it should do it really well: It should keep your visitors’ attention on your landing page. That’s it, that’s all. If you give your headline too many jobs, everything else will fall apart. CLICK TO TWEET The power of one: Every element on your landing page has one job The same (shockingly simple) logic extends to every element on your landing page. Your headline, like Joanna said, is to entice visitors to keep reading.
