Your Above The Scroll Formula
The right way to write your headline, sub-headline, and CTA.
Hey there 👋 - Abhi here!
Happy Thursday to all 22,772 of you :)
Came over to LA this weekend to meet my brother, visit the University of Southern California, and ended up questioning why I went to Chicago in the first place...
Anyways, enough with the pointless regret. Let's get to the good stuff. Tonight, we will cover the 3 elements you need to nail your above the scroll.
Estimated Reading Time = 3 minutes
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🧪 But First, For All You E-Commerce Operators
As you all know, I've recently been appointed as the CMO of an up-and-coming fashion brand. Yes, it's my mom's company. And no, rejecting me wasn't an option.
Regardless, I'm going deep down the DTC rabbit hole and learning so much new every day. So naturally, I have to launch a newsletter, document my insights, and help you all while I'm at it. This time, though, it's coming at you with a slight twist:
1 proven tactic
1 easy example
in your inbox every week day
All in under 1 minute - guaranteed.
And we're starting with a free 5-day email course.
The first edition going to look a little something like this:
Yep, that's it.
1 proven tactic in your inbox every morning for the next 5 days. If you enjoy it, you can stick with it. If you don't, send it to your competitor ;)
Either way, the sales are going up and to the right. Sign up with 1-click here.
Now to today's piece 🤝
3 Formulas To Nail Your Above The Scroll
That's the part any visitor will see before they hit their trackpad. The best ones:
immediately convert customers on the edge
hook customers that are somewhat interested
I've looked at a ton of DTC landing pages over the last week (in preparation for an interview I had yesterday, will update you soon!) and noticed 3 essential formulas:
1/ Headline = Hook + Differentiator
poke at the problem
sell the dream outcome
beat common objections
2/ Sub Headline = Product Introduction + The How Behind The Hook
too many landing pages don't explain the product
they try to be too smart with the one-liners
just focus on the core strength & tie it back to the headline
3/ CTA = Trash Common Objections + Instant Gratification
You see "Try Now" and you're instantly skeptical
I bet this will take 3 months to start working...
Trash any such objection & provide instant gratification (i.e. "Tonight")
This is just 1 way of rewriting Sandland's landing page. There are lots of different psychological aspects - like social proof and a Barnum statement - I'd still test.
But I think it's a great start. Reply if you disagree - would love to hear your thoughts.
That's all for this Thursday! 1 marketing breakdown & 3 tactics to get you started
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If you missed it last week, we analyzed Ads That Stick.
A Review From A Fellow Marketing Psychologist...
So what did you think of today's piece?
So what did you think of today's newsletter?
I appreciate all your feedback and read every comment.
I look forward to reading your feedback :)
See you next Thursday,
Abhishek "I'll Get You Above The Scroll" Shah
Find of the Week: City Tacos
There were 4 vegetarian tacos on the menu.
And given that it's bulk season, I ate 'em all :)