Читать книгу Business Writing for the Web - Dan Furman - Страница 12

Not overly hype-y, but not super quiet either. This was for a very tightly targeted site that sold advice and coaching services to financial salespeople. It definitely speaks more of benefits than a simple “sales coaching here,” but that’s because the focus of the site was so very tight. And it was also somewhat of a hope-based site. Any type of coaching or such is like that. You almost can’t sell any type of coaching without touting the results.

In fact, hope-based products or services are almost a reverse effect from the previous, in fact — our brains made the connection “coaching equals more success,” so we expect to see “more success” as the leadoff of the website. A lot of sports coaching is sold this way: “be a better hitter,” “tackle better,” “break the other guy’s arm in four different places,” etc.

I hope the preceding gives you a good idea of headlines and how to use them. Write them, and then TEST them. And if you’re not sure what type of headline to use (hype versus fact), test them both.

Let’s move on to subheadings.