#15 Above-the-Fold Strategy: 4 ways to write powerful sub-headlines
Вставка
- Опубліковано 25 лип 2024
- You can see resources related to this Session #15 video at meclabs.com/course/lessons/ab...
In Session #15, Flint McGlaughlin teaches three penetrating questions that can help you craft high-impact sub-headlines. Here are some of the most important insights from this class:
- Even a weak headline, if powered by a strong sub-headline, can win.
- Best is better than better, but better is still better than bad.
- Encapsulate the essence of the offer in the top four inches of the page.
- Give them just enough content at the top of the page to help win their engagement with the rest of the page.
You can watch the full video above, or jump ahead to these key takeaways:
0:00 Above-the-Fold Strategy: 4 ways to write powerful sub-headlines.
1:52 How do we develop a sub-headline that amplifies the power of our opening?
3:13 Which one of these four aims will best help achieve Micro-Yes 2?
3:53 Three questions to help craft your sub-headline.
4:55 Live example so you can see the principles put into action.
8:08 Vote for the sub-headline that you think will work best and put your thoughts in the UA-cam comments.
A (clarity): With your help we empower artisan-entrepreneurs to sell their product all over the world
B (credibility):Winner of the United Nations Award for Intercultural Innovation
C (appeal): Over 8,000 Artisans have been lifted out of poverty by people like you
D (exclusivity): Your purchase helps our artisans earn at least 250% more than the market wage
TEXT BANK
Here is the text bank for the live example. Feel free to review it and see if it inspires you to improve any of these sub-headlines or create your own sub-headline for the live example. If you create a sub-headline, leave it in the comments section of this UA-cam video.
Testimonial
“My girls are safe
Thank you to Ten by Three for restoring my family. When you found me, poverty had already forced me to send my oldest girls to the street. I prayed every night that they would find a way to survive. After you started buying my baskets, I was able to rescue my girls and bring them home. Now everyone is safe, finishing school, and our stomachs are full. Thank you for making us a family once again." - Afaama Asariga
Awards
- Intercultural innovation Award - United Nations
- Olin Cup Washington University in St. Louis (December 2004)
- Developing Innovative Solutions Award from Focus St. Louis (May 2005)
- Social Entrepreneur of the Year Award by SSDN in St. Louis, MO (January 2006)
- The Global Growth Award by St. Louis, MO World Trade Center (September 2007)
- Women Influencing Now Award (April 2008)
- St. Louis Award (December 2008)
- Woman on the Rise Award 2009 by the Illinois State Treasurer’s Office (May 2009)
- Madison County Illinois Recognition (2010)
- Social Enterprise Day Declaration (September 2011)
- Humanitarian of the Year SIUE (March 2013)
- 25 Most Influential St. Louis Business Journal (August 2013)
- Emmy Award St Louis Mid America Chapter (October 2013)
- YWCA Non-Profit Leader (December 2013)
- PR Daily Best Re Branding (June 2015)
- GS1 Supplier Excellence Nominee (July 2015)
- 100 Most Influential Global Leader (Nov. 2015)
- GS1 Small Business Standards Success Award (June 2016)
- Emmy Award St Louis Mid America Chapter (October 2016)
Snippets
- Graduate from Poverty® Model
- They have received a lifesaving Prosperity Wages® payment for their work.
- Prosperity Wages are delivered in the form of mobile money paid right to the artisan’s cell phone.
- They sustainably exit poverty through our Graduate from Poverty® Model
- The idea behind this exclusive model is to empower entrepreneurial minded artisans by providing them access to the global market.
- As a 501(c)(3) nonprofit, the proceeds from your purchase are reinvested into the lives of our artisans.
- Beautiful and unique, each item we offer has been meticulously crafted by hand.
- By purchasing hand woven Ten by Three® products, you empower families around the world not just to exist, but to thrive.
- Our exclusive Prosperity Wage® model ensures artisans receive at least 2.5 times fair trade for their handicraft.
- This beyond fair trade model creates the working capital our artisans need to start businesses independent of our work and sustainably exit poverty.
- Every child raising their hand has a voice thanks to supporters of Ten by Three... (You can see the rest of the text bank at meclabs.com/course/lessons/ab...)
To get immediate help with your marketing challenges, just contact Flint and his team: F.McGlaughlin@MECLABS.com.
This is session #15 from the online training "Become a Marketer-Philosopher: Create and optimize high-converting webpages" - meclabs.com/course/. The course is fully underwritten by MECLABS, with no monetary cost to participants.
You can watch the next session here: • #16 Above-the-Fold Ene...
Absolutely fantastic session Flint. Thank you! The content of this above the fold strategy topic is top notch. Its so helpful and valuable to see copywriting broken down with such focus on psychological impact with respect to conversions. I've never witnessed anybody even come close to breaking web page copywriting down so deftly. And kudos to you and your amazing team for continually improving the production value of these sessions. "Best is better than better, but better is still better than bad" - say that 5 times fast, I dare you!
Robert, you are always so encouraging. It is a gift. Your compliments inspire me to try harder still…. Thank you.
Research shows that people only pay attention to above the fold -- if their attention isn't captured at that point most people move on. Great sub-headlines capture those people. Excellent vid detailing proficient sub-headline techniques.
I love seeing good looking subtitles when I browse websites.
Sub headlines are so important I really love the way you break down this video
Thank you Flint, great video. Sub headlines are often understimated and in this above-the-fold strategy video we can see how we can create or improve one in 4 different ways.
The content of the video is top-notch. I've never seen anybody explain this strategy better than this.
Thank you :)
These are great ways to write powerful sub-headlines.Thanks for sharing.
I think C is the best. Thanks Flint for this above the fold strategy video. Really amazing.
sub headlines are another incredibly useful tool, its great for grabbing just enough of the consumers attention, this channel is a great resource keep up the good work!
sub-headlines are really important , this ways are really important.
Your knowledge of the fold strategy is tremendously helpful
Your videos are great to help create powerful sub-headlines. I think the smallest, yet important, details are often overlooked by amateur developers.
Good gravy I heard "text bank" for the first time in my life!! Brilliantly beautiful
Amazing video about fold strategy. 4 ways to write powerful sub-headlines
These tips about powerful sub-headlines really helped!
This will improve my sub-headline writing so much, great video!
I've been researching the fold strategy for a long time. good to find you
Awesome strategy for being above the fold. Really gives a good perspective on how I can grow my business this year
Enjoyed learning your strategies for powerful sub-headlines and how to apply them, Flint! I think that option C would work best.
I really loved the video and I also liked that you included some advice about how to create powerful headlines.
Some good steps I will be using to improve my sub-headlines.
This is one of those videos I couldn't stop taking notes. Learning the above to fold strategy for sub headlines is going to help me so much in increasing conversions.
Learnt a lot about above the fold strategy, Thank you for sharing such wonderful knowledge
The sub heading has always been the "throw whatever in there" really with no thought, Im amazing and guilty of doing again without a thought, thank you
Darren, thank you for the kind words
This was amazingly done, Flint. Any way to create more powerful headlines is excellent, and the above-the-fold strategy is perfect for the job. I also love how you provided questions to answer when crafting your headline.
My latest headline gained me 18 subscribers yesterday thanks to your advices. You're the best teacher! So appreciated.
Keep it up
you really do nail the importance of writing great sub-headlines! like others, it is very interesting and useful, and it generates good results, thanks for sharing this valuable information
This is some great info never really thought about sub-headlines much it was always an after thought for me.
This in an informative video about fold strategy. Very helpful thanks!
By including interesting keywords sub headlines will enhance the title and put more of an impact on readers and numbers.
awesome lecture Flint! you really do nail the importance of writing great sub headlines! like others, i think option c is the best. it appeals to people by citing a concrete number and relating to the reader.
I think option C would perform the best, I like how it adds proof by stating over 8000 people have already been helped (which adds credibility as well) and it then brings it back to me the reader by saying that people like me have helped these people, making it accessible for me to do so as well.
Interesting. "C" is starting to win... :)
@@FlintNotes then that probably means we are wrong :D
I like this topic, it is very interesting and useful, it generates good results, thanks for sharing this valuable information
First of all, thank you for the superb knowledge and presentation.
I think C flows naturally from the headline and makes it stronger and more meaningful. Having helped 8000 families is quite remarkable by itself, and then, in the end, it compliments the reader in a subtle way (by people like you) which can be encouraging to take action or at least keep reading.
Hellie, this is solid thinking... :) Thanks for voting.
Sub-Headlines are an important part of any website! Like you say even a weak headlines can be a win if you had a strong sub-headline
Thank you, Flint
Going fishing -n- camping ...
fried.. listening... but no bandwidth... :)
you are appreciated
This video was so insightful and informative and really helped me know a lot about crafting high-impact sub-headlines. Thanks a lot flint.
Glad it was helpful!
Very good topic and nice presented. It is very helpful.
Thank you for sharing your wealth of knowledge.
Sam, thanks for the encouragement
Thanks so much for all this training Flint. I have your leather bound book too and read it all. I think the sub-headline that will perform best out of the 4 is c "Over 8,000 Artisans have been lifted out of poverty by people like you"
Chris. I value people who want to learn and grow. Keep on keeping on...
@@FlintNotes Thank you very much Flint. I can't wait for your next videos.
Great Video Flint! This is truly so of the best advice in a video, these tips are very interesting and valuable, thanks for putting together and sharing!
Glad it was helpful!
I definitely am trying to write more powerful headlines, so these tips and strategies are just what I need!
Thank you Chloe
So nice .
I think B is the best. I would also add wording that speaks of the percentage of funds that actually end up in the hands of the people in need. With so many "charities", there are ridiculous administrative costs and overhead that a shockingly small percentage of money actually goes to helping the people or entities the charity is supposed to help.
This is solid counsel and I will share it with the Founder. And… We have one vote for “B”. :)
I vote for option "C"
This option quantifies the impact the organisation has had in human terms, leading to what I think is the best communication of 'value', increasing clarity and decreasing anxiety. Something about a fulcrum eh Flint?
Well said... Well chosen...
Have been following for a while, first comment though. Thanks Flint for the content!
Even though credibility would be powerful, I think if I had to choose out of these subheads, D would be my choice.
If we had to establish some continuum and transition from the headline, D helps clarify what "rescue a family from poverty" means in very vivid terms. Which I suspect is what readers would ask themselves right after reading it.
B is good proof, but there's some disconnect and moves the subject away from the people who benefit, to the company. It would probably fit better as copy with a logo in a proof bar somewhere. :)
I think your strategy is sound. So a vote for "D"...
Later, we would convert this strategy into a series of hypotheses for testing. We will be sharing the methodology when we get to section five of the blueprint.
Hi Flint, I am going to cheat here and say that it really depends on the type of audience arriving on the specific page. For a newer audience who has not purchased from Ten by Three before, based on my experience and testing I would predict that B would perform best as credibility is vital at that stage. For returning customers or people already engaged with the brand, I believe D would perform best as it gives a compelling and plausible differentiating "how" to reinforce the value proposition.
But, if you have to pick one... Theresa is waiting on our votes. This will go on the "About" Us page. Let me know Jesse. :)
@@FlintNotes Okay Flint, then I'm going with B. I hypothesize that visitors to their "About Us" page seem most likely to be learning about the brand for the first time as opposed to established customers. I also noticed it's directly linked from search. So that's my vote.
C it is. Everyone's mind works differently. 8k artisans able to sell at 3.5X and in turn impact others through their success. That makes it even bigger. IMO.
I think C could be the best sub-headline. It reinforces the headline and shows a kind of proof that the organization works and other people already helped artisans going out of poverty.
So a vote for "C"... I appreciate your reason. What is it that you believe about the prospect, which powers this reason? The answer, should help us develop hypotheses...
Just like the Headlines, the sub-headlines need to be powerful to flow with the top and capture the reader's mind.
I'd go for C.
Some people don't have a realistic idea what real poverty actually looks like. I'd try to work more on that.
Excellent. Thank you. :)
Doesn't look like the website changed, I'm surprised.
My question to this is, what stops us using all 4 points as bullet points? My reasoning is that they each potentially answer the prospects questions and you will have gained 4 MYeses.
Sounds like a good hypothesis to test, Heather. :)
Why can't you use all 4 subheads as subhead bullet points? Why does a subhead always have to be one sentence?
You can at times (I have experiments where this worked)... It is generally (not always) better to present "incremental levels of commitment" . One way to do that is with graduated through clusters. Headline, Sub-Headline, two-and-a-half lines, then three to five bullets.
Post a comment and tell us which sub-headline you think will work best:
A (clarity): With your help we empower artisan-entrepreneurs to sell their product all over the world
B (credibility): Winner of the United Nations Award for Intercultural Innovation
C (appeal): Over 8,000 Artisans have been lifted out of poverty by people like you
D (exclusivity): Your purchase helps our artisans earn at least 250% more than the market wage
I think credibility is the most important, by far. When it comes to charitable donations, I think that a high percentage of people are concerned about the reputation of the charity and exactly how many dollars are going to the people/entities in need vs. administrative costs.
I'm going with C - due to the focus on the outcomes, with an element of credibility in there too with demonstrating the scale of the work. (I've also made a donation as a little thank you to you for putting on such a helpful course).
C Definitely. Second choice would be A. Is there a way to access the rest of the course as its not uploaded to meclabs website? Thanks for the amazing content. LEarning so much can't stop binging these videos.
Wow it's really tough to decide here. I really identify elements from all of these. To me the key things that stand out for me to make a purchase are that I can help, 8000 (actually helped), award winning.
D- I am not sure I can appreciate what this means, I also wonder of 250% is too much for individuals as this could be shared amongst others in need...
I might be way off here but how about:
Help lift 8000+ talented artisan-entrepreneurs out of poverty through this award-winning innovation.
Headline: Get a Beautiful Handcrafted Gift of Your Choice and Help Lift Real Families in Africa Out of Poverty.
Sub-Headline: With your purchase we help empower impoverished artisan-entrepreneurs from around the world sell their products internationally.
This is excellent. :)
@@FlintNotes Thanks!