Let me ask you a quick question.
If you saw this at the top of a website Home page…
… would it immediately make sense to you?
If you can’t see the image, it says:
Amazing new starter welcomes
from offer to first anniversary
Employee onboarding software for new hires, managers and HR.
(This is from a real website. It’s for HR software.)
I don’t know about you…
But it seems a little clunky to me.
And it doesn’t grab me either.
Now, I haven’t seen the website traffic statistics…
So maybe the headline is actually perfect for their market.
But I doubt it.
Compare the above headline to this testimonial later on, from the same website:
“We reduced our time to hire from 212 to 36 hours.”
Doesn’t that grab your attention more?
Don’t you want to know more about how they did it?
That’s almost nine days of non-stop work…
… simplified to one and a half.
People wait too long before they show the good stuff.
John Caples, advertising legend, talked about this in ’Tested Advertising Methods’.
Often a copy chief can improve the copy of his writers by simply omitting the opening sentences or opening paragraphs that the writer used in his first draft. “Begin here,” says the copy chief. And he points to a sentence or paragraph halfway down the page.
Find the best stuff to say first (before you’ve lost their attention).
The good stuff is what keeps your market’s attention. Their interest.
But it’s not always easy to tell what the good stuff is.
And what grabs people’s attention, interest, and curiosity.
That’s the value of being sensitive to emotion.
And understanding the market’s headspace.
My background as a musician comes in handy for that.
You get a better feel for important emotions to trigger, and what might underwhelm.
And on stage, this skill is the difference between live or die…
… either the audience gives a standing ovation…
… or they forget you ever existed.
It’s the same for your website.
Once you research your market… understand them…
… you can hone your emotional radar.
You get a Spidey Sense, backed up with data, about what’ll catch your market’s attention.
Have you tested what gets your market’s attention? What confuses or bores them?
That knowledge is what makes the difference between a sale or a fail.
And might be the most important factor in fixing your sales funnel.