By Kayla McDonald
We live in a world of skimmers – people who take a half ass look at your sales copy. Rushing through, and only picking up tidbits.And to be fair, you can’t blame them. We’re bombarded with information daily. Our brains work on overtime trying to digest as much as it can, and as quickly as it can.
With Readers Barely Looking at Your Sales Pages, It Can Be Easy to Give Into the Wrong Temptations…
It’s no secret that a great headline sequence will grab the attention of your buyers first. But what about the rest of the copy? How do you continue to push your customer closer to the buy button?
Some people try to overcome this issue by placing buy buttons early on. This can be effective… but only in certain scenarios. Such as when you’re sending warm traffic to an offer (i.e. traffic that has been exposed to a webinar, email sequence, etc.) and already knows what you’re all about.)
But placing a buy button prematurely can also scare away a prospective buyer.
Some types of traffic that will be hitting your offer will prefer to be wined and dined. Trying to take them to home base too early risks whether they’ll ever call you back.
To avoid scaring your prospects away, you need to walk them through the paces first.
That’s where subheadings come into play.
Subheadings are used in your main headline as a way to further explain the benefits of the product/service you’re about to offer.
But they also play several key roles when placed throughout your sales letter as seen in the image above…
Not only do they grab the attention of readers skimming through, they’re also critical for smooth transitions within your copy as you move from one idea to the next.
In other words…
Subheadlines Direct Your Customer to the “Next Turn”
Just like a list of directions, your subheadlines guide readers onto the next idea, pushing them closer to your buy button. But you can’t just throw in any ol’ subhead and expect it to make sense – that’s like giving someone directions to your house and forgetting to include one street they need to turn on.
When including a subheadline, you need to lay out the logical connection between one idea to the next.
If you’re not a seasoned writer. that’s okay! You can easily transition them with a 2 part sentence, separated by a single comma.
[sum up previous section in a few words], [introduce the new idea in a few words].
Let’s see that formula in action,
- [My dog used to chew all of my furniture], [until I stumbled on an easy training technique.]
- [We can talk all day about how great our course is], [but let’s see what our customers have to say.]
- [I know I’m asking you to spend some money], [but you can try this system risk-free].
Using the comma to connect these ideas, it allows you to smoothly transition onto the next section of your sales copy.
This is a simple formula that you can rely on to carry your customers right to the end.
Not only will it connect transitioning ideas, it will allow the skimmers to “read” and digest your overall message. As a result, pulling them closer and closer to the final close.