People don’t land on your landing page or website with a parachute, coming out of nowhere.
They've clicked something that led them there...like when you're driving and following directions.
The trigger could have been a link in one of your emails, a Facebook ad, or a social media post.
In any case, whatever they’ve seen beforehand has created certain expectations in their heads.
Now your audience obviously wants to see those fulfilled when they land on your page.
But if your headline doesn't convey the same core message, they'll be gone quicker than a pilot can activate the emergency ejection seat. And they might never come back.
For example: Imagine how bummed out people are if you entice them with a 50% discount in an ad, but that discount is nowhere to be seen on the page they land on.
So, here's an easy way to make sure you're always matching your reader's expectations:
Write the copy for the page you want people to land on first.
Then you can simply pull out the main messages and use them in your social media posts or ads that will promote your page.
This way, you'll be able to write your promo copy faster and can be sure that you're fulfilling expectations.
TL;DR? When you send your audience to a landing page, make sure their expectations are met as soon as they read your headline.