WEBVTT 00:00.170 --> 00:05.720 In this video, let's go over a couple of examples of titles that are reinforced by subtitles. 00:05.720 --> 00:07.610 I made up this particular example. 00:07.610 --> 00:08.480 It's a toothbrush. 00:08.480 --> 00:10.370 It's something that anybody can understand. 00:10.370 --> 00:11.750 Let's see what we can do with it. 00:11.750 --> 00:16.280 The title is Awesome Toothbrush that cleans 25% more tough spots. 00:16.280 --> 00:19.550 In this video, we are not concerned about the title. 00:19.550 --> 00:20.480 It's not our focus. 00:20.480 --> 00:21.740 That's why I put like awesome. 00:21.740 --> 00:23.120 You know, it's kind of just funny. 00:23.120 --> 00:26.030 We are concerned with the subtitle. 00:26.030 --> 00:30.080 Let's write a subtitle that reinforces our title. 00:30.080 --> 00:37.640 So if the title is this toothbrush clean 25% of the tough spots that are hard to reach in your mouth. 00:37.640 --> 00:39.530 Okay, let's see what the subtitle is like. 00:39.530 --> 00:42.260 Remember, it's supposed to reinforce the point of the title. 00:42.260 --> 00:49.430 Our bristles are made with a cross pattern to clean more of your teeth surface, avoid cavities, benefit, 00:49.430 --> 00:51.620 and leave your mouth feeling cleaner. 00:51.620 --> 00:56.030 Two benefits and explaining why this cleans more. 00:56.030 --> 00:56.240 Right? 00:56.240 --> 00:58.220 You got some cross pattern technology. 00:58.220 --> 00:58.670 Whatever. 00:58.670 --> 01:02.960 I just made it up so this would be a good subtitle for that title. 01:02.960 --> 01:08.180 Now let's look at another one and let's come back to the example we used before, the roofing marketing 01:08.180 --> 01:09.440 company here. 01:09.440 --> 01:11.750 This is ongoing under change. 01:11.750 --> 01:13.250 So now we have two subtitles. 01:13.250 --> 01:17.600 Two subtitles is not really recommended because these are a little bit too long. 01:17.600 --> 01:18.830 But it can work. 01:18.830 --> 01:19.490 It's fine. 01:19.490 --> 01:23.570 But one you have are you a roofing contractor buying leads? 01:23.570 --> 01:27.380 And you're just tired of feeling that you're, you know, wasting time and money? 01:27.380 --> 01:31.280 That is an example of one that sort of makes a connection with the reader. 01:31.280 --> 01:35.000 Like the reader goes, yeah, I'm tired of buying leads and wasting money. 01:35.000 --> 01:36.110 Of course I'm tired. 01:36.110 --> 01:40.790 And then this one is the one that I've actually been working with this client on. 01:40.820 --> 01:44.060 Your roofing sales are about to go up and up and up this month. 01:44.060 --> 01:48.180 Set yourself apart from your competition today and then a book, a free strategy session. 01:48.180 --> 01:50.880 So let's actually play around with this and let's make it better. 01:51.120 --> 01:53.880 Your roofing sales are about to go up and up this month. 01:53.910 --> 01:55.530 Set yourself apart from your competition. 01:55.530 --> 02:01.440 Today I took a crack at improving that one, and it's let us help you, a roofing company with marketing 02:01.440 --> 02:04.920 and see results in the first 30 days or your money back. 02:04.920 --> 02:07.950 Now this is a strong statement or your money back. 02:07.950 --> 02:11.760 Now, if I say that I must be really confident, you'll ask me. 02:11.760 --> 02:13.950 Well, like I can't give my money back. 02:13.950 --> 02:15.930 That's true in this kind of case. 02:15.930 --> 02:22.620 But even so, like if you are getting your first clients in this kind of a business, you actually might 02:22.620 --> 02:27.330 as well, because you want to do anything you can to earn those clients. 02:27.330 --> 02:30.300 And most of the time, people don't ask for money back anyway. 02:30.300 --> 02:35.130 But even if we don't have that, if we take that down, we have this headline. 02:35.130 --> 02:43.230 It's not particularly strongly phrased, like, let us take or let us help your roofing company. 02:43.230 --> 02:45.030 It's not so strongly phrased. 02:45.030 --> 02:47.790 So there's another way to rephrase this in a stronger way. 02:47.790 --> 02:54.090 The approach I took with this slightly weaker phrasing is I didn't want to sound like a car salesman, 02:54.090 --> 02:59.220 too aggressive, so I wanted to sound a little bit more like I'm a human talking to another human, 02:59.220 --> 03:01.320 but we can make it stronger. 03:01.620 --> 03:04.980 Now, this is an example of a stronger one and more realistic one. 03:04.980 --> 03:07.320 We'll take over all your marketing. 03:07.590 --> 03:11.880 If you're a CEO who's struggling for time, you want to hear this. 03:11.880 --> 03:17.070 A lot of people who run companies, they don't have time to do the marketing themselves, so they actually 03:17.070 --> 03:20.190 want somebody to really take this off their hands. 03:20.190 --> 03:24.900 Maybe it's a little dangerous if you're the business owner, to let somebody take care of all your marketing. 03:24.900 --> 03:28.470 But a lot of people want this, so we'll take over all your marketing. 03:28.470 --> 03:30.870 Most clients here results in the first 30 days. 03:30.870 --> 03:31.440 Boom. 03:31.440 --> 03:38.400 And then you can have some kind of a call to action right under that so they can get started. 03:38.400 --> 03:39.420 You got them excited. 03:39.420 --> 03:40.770 Have them sign up now. 03:40.800 --> 03:47.370 Some examples of calls to action right under that can be sign up for free if this is a different situation, 03:47.370 --> 03:53.880 like if you have some free offer, sign up for free or start some kind of a free trial In the case of 03:53.880 --> 03:57.120 this roofing company, it's book your free consultation. 03:57.120 --> 04:01.710 Now you might ask me, should I give away free consultations or should I not? 04:01.710 --> 04:06.360 If you are new and you're looking for your first clients, you should give free consultations. 04:06.360 --> 04:12.570 I think because you're not busy with current clients anyway, and talking to potential clients during 04:12.570 --> 04:16.620 the free consultations, will one help you become a better salesperson? 04:16.620 --> 04:20.140 So they're like literally helping you practice your sales skills? 04:20.140 --> 04:26.740 And two, you'll get to hear what actually will get them to say, yes, you're going to be stronger 04:26.740 --> 04:31.150 at these conversations, and you're going to become better at converting these potential clients into 04:31.150 --> 04:31.690 sales. 04:31.690 --> 04:36.490 Not to mention that having a sales call is a fantastic way to convert the current lead. 04:36.490 --> 04:40.510 So in the beginning, yes, do free consultations as you become busy. 04:40.510 --> 04:44.990 Either you can hire a salesperson or maybe you don't. 04:45.020 --> 04:46.490 Offer a free consultation. 04:46.490 --> 04:52.850 Another call to action can be sign up now and get a 25% discount on your first order or something like 04:52.850 --> 04:55.010 this, or something really simple. 04:55.010 --> 04:59.930 Schedule your first session today, or book your first hour today or something like that and have a 04:59.930 --> 05:01.070 link to a calendar. 05:01.070 --> 05:09.940 Those are common calls to action right under the subtitle if your situation calls for it. 05:09.970 --> 05:10.930 It's not all the time. 05:10.930 --> 05:15.130 Like if you're selling a product, then obviously the call to action is just, you know, the buy button. 05:15.130 --> 05:21.580 But if you're selling something more elaborate, these are common Segways into getting that person to 05:21.580 --> 05:22.750 reading your title. 05:22.840 --> 05:25.240 Reading the subtitle if they're still interested. 05:25.240 --> 05:29.050 You don't have to waste their time by making them read more of the page. 05:29.050 --> 05:33.640 Have them click on the call to action and actually start proceeding towards the next step in whatever 05:33.640 --> 05:34.540 you need them to do.