By Katherine Andes
When you write web page headlines for landing pages, keep in mind "the pain" your customer may be feeling. You want her to think, "Yes, that does hurt. How can I make it better?"
We all want pain to go away, fast.
So it’s important to keep your customer’s "pain" in mind. For example, a mattress company could write a headline about the quality of their mattresses; but it might be better to construct a headline about sleep deprivation:
You yelled at your kids because you were tired … again!
Or a student and dorm room furniture seller might write:
In four years, will your son walk the line with his class?
Or a landing page about entertainment centers might lead with:
Your underwires are showing. Uglee!
All of the above headlines touch on some pain your customer may be feeling, —whether the guilt of unjustly lashing out at a child, not providing the best environment for a child’s success in school, or having a living room that’s not pleasing.
By taking the time to write headlines illustrating your customer’s pain, you are making a subtle, but important emotional connection with your customer.
Combine that with a great product, competitive price, easy checkout, and you have a sale.
Easy Furniture Web Tip #72: Tap into your customer’s pain with your web page headlines to help her recognize an urgent need for your product or service.
Katherine Andes is a consultant who specializes in web content development, including Internet copywriting with search engine optimization (SEO), and custom content — especially in the home improvement market. You can phone her at 559.589.0379 or email at kathy@andesandassociates.com.