The Anatomy Of An Above The Fold That Earns The Scroll

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When we talk about video and we talk about the most important element - we talk about the hook. When it comes to your site, landing pages, and product pages - the equivalent is your above the fold. It’s what earns the scroll. So, let’s build one here…

PS. Next week I’m hosting a free workshop to show how brands can use organic content for Black Friday/Cyber Monday. You snag a seat here.

And a big thank you to SARAL for partnering with us and letting us create media for a livin’.

Get your brand in front of 200,000+ marketers & founders.

In partnership with SARAL

Same Game, New Rules:

Go back 100 years and the same principle applies:

If someone you trusted recommended a product, you were 10x more likely to buy it.

Why? Because people trust people.

The biggest difference between 1924 vs 2024:

How easy it is for brands to collaborate with the people we trust.

And that’s where SARAL comes in.

With SARAL, one person can now work with 100s of influencers:

• Easily find the perfect creators

• Automated outreach and deals

• Track posts performance and ROI in real-time

So it's never been easier for brands to build an army of influencers to promote your products.

Curious if SARAL can help your brand?

Your ideal customer visits your landing page.

It's time for your above-the-fold to shine.

Too bad they bounced.

Why?

Your above-the-fold didn’t do it’s job.

It didn’t earn the scroll.

Because a high-converting landing page breaks down into two parts with two different jobs:

1. Above The Fold - Earn the scroll

2. Below The Fold - Earn the sale

Without earning the scroll you’ll never earn the sale.

So, let’s walk through how to create an above-the-fold that earns the scroll step by step.

There are five elements:

1. Headline - Big, Bold Idea

2. Subheadline - Supports your H1 and introduces your product

3. Creative - Product photo, GIF, or video

4. Social proof - Supports your claims

5. CTA - Drives action

Let’s run through it.

1. How To Write Engaging Headlines

Naturally, we’re scanners.

This results in 80% of website visitors only reading your headlines.

So, when they read them — you need to hook them.

Here are some formulas you can use to write engaging headlines:

• Formula #1 = Specificity (Big Idea) x Hook (Your Magic Sauce)

• Formula #2 = Pain Point x Desire = Ask Question

• Formula #3 = Value x Objection

• Formula #4 = Value Creation x What It Is

2. How To Write A Sub-Headline That Fuels Your Headline

Your sub-headlines goal is to explain, educate, or introduce how you make your headline a reality.

And open the door to introduce your product.

Because the best sub-headlines do two things:

1. Explain how the value is created

2. How the process/product works

3. How To Use Your Creative To Spark The Consumers’ Imagination

Your creative:

• Paints the picture

• Brings your words to life

• Creates an expectation

Don't just tell someone what you do, show them what you do.

4. How To Use Social Proof To Build Credibility

Consumers want to feel confident in their decision to trust you.

And because you're above the fold holds the most weight — it also must include the proof to back the claim.

It adds credibility.

It instills confidence.

And supports that value creation you promise.

5. Getting The Customer To Take Action

Your Call-To-Action serves as the bridge to the next step.

And provides the consumer with clear steps to take action.

Most CTAs are vague.

They don't emphasize the value creation on the other side.

And if you want the consumer to feel convicted when they tap your call to action then remind them of the value on the other side of their decision.

Putting it all together

• Your above-the-fold goal is to earn the scroll.

• There are five elements to an engaging above-the-fold.

• Use headline formulas that drive emotion.

• Everything is a claim without social proof.

• Your creative's goal is to spark the imagination of a consumer.

• Loaded with Insights: One of my favorite resources that breaks down the partnership strategy that brands like Uber, and Adidas are using. (LINK)

• Creative Ads: This Mercedes ad is a brilliant example of how to sell complex things. (LINK)

• Ad Copy: 12 great examples of copy. (LINK)

• SEO: 100-pages of sauce to rank on Google in 2024. (LINK)

• Storytelling: 7 powerful storytelling secrets to level up your communication. (LINK)