a single source, nothing corroborates it

Write the title as the value the buyer gets

The top line names what changes for the reader, not what category the product sits in, and it is written from where the buyer stands rather than where the company does. A student wants the exam passed, not a next generation platform. The subtitle then does the specific work: it introduces the thing and explains the mechanism that produces the result just promised.

The method

1. 01

   Use the title to state the value the customer gets, not to describe the product category.

2. 02

   Write the headline from the buyer's point of view rather than the company's: a student wants to ace the exam, not to use a next-generation prep platform.

3. 03

   Write the hero headline as the plain outcome the buyer will get, in direct language rather than clever or cute phrasing.

4. 04

   Use the subtitle to get specific: introduce the product and explain the mechanism that produces the value the title promised.

What it returned

• 2.5

  His header states the outcome as growing and monetising a LinkedIn account. Across 2.5 years he sold over $2M of services, products and community, building every page himself, and reports visitor-to-purchase conversion of about 3.6%, later updated to 4.5%, against the 1% to 2% typical of ecommerce.

• Rewrite of Everydae's SAT prep page with copywriter Annie Maguire

Sources

• 4 Tips to Convert Visitors Into SalesJustin Welsh · justinwelsh.me · Tip #1: A Clear And Intriguing Header/Subheader · 2022-04-09
• My step-by-step guide to landing pages that convertHarry Dry · Marketing Examples · 1/ Title · undated
• Rewriting landing pages with a pro copywriterHarry Dry · Marketing Examples · 1) Everydae · undated