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    

Brought to you by: