8 Easy Steps to Writing Killer Landing Page Copy
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Transcript of 8 Easy Steps to Writing Killer Landing Page Copy
8 Easy Steps to Writing Kick-Ass
Landing Page Copy
@Joel Klettke Copywriter & Professional Loose Cannon http://www.businesscasualcopywriting
BuzzStream Presents:
Copywriting isn’t about inspiration…
Science has a process. Effective writing does too.
1 Research & Analysis
Pain points +
Priorities
Anxieties +
Objections
How do they talk about their problem?
Their stories. Their concerns.
Their words.
You’ve probably already got ‘em.
Reviews, testimonials, forums, Q&A, sales team & your emails.
USP +
Priorities
How do they talk about their solution?
“Build a lexicon!”
A what?!
“A researched list of words to incorporate in your copy.”
(See: http://www.portent.com/blog/copywriting/lexicon.htm)
“Collect words.”
2 Find Your Voice
Voice embodies values. Tone expresses them.
Voice is always consistent. Tone changes to context.
… ?
Use “X” but not “Y”
Funny, but not crude Professional, but not cold
Upbeat, but not naive
Does mean/Doesn’t mean Tone: Energetic Does mean: Upbeat: Convey passion and excitement, use action-oriented adjectives. Doesn’t mean: Excitable: Don’t overuse exclamation marks or capital letters. Exaggerated: Don’t use hyperbolic, hard-to-believe statements
3 Define Your USP
“Why should I buy from you?”
NOBODY WANTS:
“High quality” “Best service”
“Industry-standard” “Flexible platform” “Go the extra mile”
You don’t know your customer, until…
You don’t know your customer, until…
… you can finish their sentences.
“The one that ________”
“Without ___ I could never have ___”
“They make ___ for ___ so that they can ___”
“The one that lets you…”
4 Determine Your CTA
Call to action?
Call to action value
“I want to _________”
Desirable Obvious
Unambiguous
5 Form Your Core Message
“Who are they?”
“What do they do?”
“Who is this for?”
“How does this solve my problem?”
“What now?”
Avoid “We”, unless…
“Because.”
1. Prioritize features
2. Frame through a benefit
3. Couple with an action
“Our huge database of nutritional information…”
vs.
“Quickly and accurately track your
diet while on the go!”
Define the outcome!
Bad: “Make your X more effective.” Good: “Increase leads and sales.”
Motivation
Anxiety Demand
Motivation
Anxiety Demand
Shorter copy when…
Low anxiety
Low cost Low commitment
Longer copy when…
High anxiety
High cost High commitment
Let awareness shape your message.
1. Most aware 2. Aware, not convinced 3. Preference forming 4. Aware of problem & possible need 5. Don’t know they need it
http://copyhackers.com/product/handbook-how-to-write-a-long-form-sales-letter-page/
6 Add Support
Every emotional claim needs rational support.
Specific claim? Specific proof!
“Before coming to _____, … They helped us _____ …
Now, we can _____.”
2 Part Mini-Series:
“Testify! How to Wield the Power of Your Brand Testimonials”
http://www.iacquire.com/blog/testify-how-to-wield-the-power-of-your-brand-testimonials
!!!
7 Write Your Headline
Reinventing the wheel is a massive waste of time.
1. Strongest pain point
2. Key benefit 3. Highly desirable outcome
Think of your headline
as a promise.
Unique Specific Succinct
“Turn [Problem] Into [HDO]”
“The Only [Phrase] That Will [HDO] for [Target Customer]”
“Get the [Rarely Seen Adjective] Power of [What Your Product Does]
Without [Pain]”
Use sub-headlines to…
Clarify Confirm
Convince
8 Edit (Without Mercy)
3 Levels: Language, Layout, Message
Language
Typos Grammar
Word choice
Layout
Scan-ability Readability
Context
Message
Clarity Brevity
Persuasiveness
There’s a checklist!
(You're welcome.)
http://businesscasualcopywriting.com/handy-landing-page-copy-editing-checklist/
Process makes perfect.
Thank you!
Design by
@JoelKlettke
BuzzStream Blogger & Influencer Outreach
www.BuzzStream.com
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