When you write web page headlines for a sales landing pages, keep in mind “the pain” your customer may be feeling. You want her to think, “Yes, that does hurt. How can I make it better?”

We all want pain to go away, fast!

So it’s important to keep your customer’s “pain” in mind. For example, a mattress company could write a headline about the quality of their mattresses; but it might be better to construct a headline about sleep deprivation:

You yelled at your kids because you were tired … again!

Or a student and dorm room furniture seller might write:

In four years, will your son walk the line with his class?

Or a landing page about entertainment centers might lead with:

Your underwires are showing. Uglee!

All of the above headlines touch on some pain your customer may be feeling — whether the guilt of unjustly lashing out at a child, not providing the best environment for a child’s success in school, or having a living room that’s not pleasing.

By taking the time to write headlines illustrating your customer’s pain, you are making a subtle, but important emotional connection with your customer.

Combine that with a great product, competitive price, easy checkout, and you have a sale.

Easy Web Tip #72: Tap into your customer’s pain with your web page headlines to help her recognize an urgent need for your product or service.