Information products, like everything else, have to grab your prospect’s attention. If the product sounds boring or doesn’t explain what it is, people will click away without reading any further. On the flip side, a good title and subtitle can practically sell your product before the prospect ever reads the sales page. Let’s take a closer look.
It’s a fact, a consumer’s emotions have a direct impact on whether or not they purchase a product. As a business owner, your job is to find a way to appeal to your buyer’s emotions. To figure out what emotions they are feeling when they search for information related to your product and then what emotions it will take to get them to buy. Once you know that, you can include it in your product and marketing material to help establish a connection and trust with the buyer.
One way to make these emotional connections is through naming your products something compelling. However, titles are typically short and therefore they aren’t enough to make the connection, they also need a subtitle.
A subtitle gives you the opportunity to tap into the emotions that trigger buying. It allows you to elaborate on the product, stress it’s benefits and convince the buyer that your product is perfect for them.
If you look on your bookshelf or computer, chances are you’ll see a many great examples of how titles and subtitles worked together to get you to buy. You will see where they included keywords to help you find the product. They offered a promise you couldn’t pass up. Their implied benefits met your conceived needs.
Here’s an example off of my shelf: Sinus Survival – The Holistic Medical Treatment for Allergies, Asthma, Bronchitis, Colds and Sinusitis.
Notice how powerful the subtitle is? Not only does it tell you that everything in the book is holistic, which is a hot topic these days, but it also directly addresses many sinus related illnesses that millions of people suffer from every year. So you add that to the fact that many people are just looking for a way to ‘survive’ the allergy season, cold & flu season, etc and you have a perfect title that implies that it can fix all of your ailments.
Here’s another example: InlineSEO – Take the Anxiety Out of Getting High Rankings … Gain Highly Targeted Traffic That Can Bring You More Sales, More Leads, and More Money.
Read the second example again and think about how it makes you feel. As a business owner, chances are you are always striving for more traffic, sales, leads and money. This product, according to the subtitle, will help you do just that.
As you can see, subtitles can go a long way to helping you sell your products and there’s simply no reason to not include them. It doesn’t matter what type of product you’re selling, it’s important to take a few moments to review your title and subtitles before you launch your information product.