SES London 2012 - Karl Blanks - Landing Page Optimisation

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Talk by Karl Blanks at SES Conference & Expo in London, February 2012, on Landing Page Optimisation

Talk by Karl Blanks at SES Conference & Expo in London, February 2012, on Landing Page Optimisation

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  • 1. London | 20–24 Feb, 2012 | #seslondonCopywriting for ConversionDr Karl BlanksChairman (and Resident Rocket Scientist)
  • 2. What you’ll get from this talk 1 Proven strategies for increasing sales 2 A template for ensuring your writing is effective 3 How to get someone else to do it for you
  • 3. Step 1: Become able to sell the product face to face
  • 4. Your robot salesperson will be no better than its creator
  • 5. Mental shopping list This site looks relevant—like it will provide what I’m looking for (i.e. will satisfy my visitor intention). I believe that this is the best site of its type, so I won’t be considering the competitors, (which include doing nothing and ordering offline). I can easily find what I’m looking for I understand which product is best for me, because the site makes clear recommendations. I believe that this type of product is what I need. I believe that this particular product is what I need. I believe the claims that the site is making, about the company and about the products, because they’re supported with proof. All of my miscellaneous product-specific objections have been overcome I found the whole experience pleasurable, and I’d happily do it again.
  • 6. Don’t start writing until..  You know everything about the product  You have bought and used the product with your own money  You can understand why people buy it  You could sell it to yourself or friends  You know all the objections and have great counter-objections  You have gathered proof to support all your claims
  • 7. Step 2: Write it down
  • 8. The act of writingturns many a genius into a moron
  • 9. Write like a human
  • 10. Use at least as many words as you’d use when selling face to face
  • 11. Be concise
  • 12. designsensory.com/pws/
  • 13. Five most important aspects
  • 14. 1. The “angle”
  • 15. With your permission, I am going to makean analysis of the soil of your lawn todetermine—at my own risk and expense—what elements are lacking in it, what youneed for stronger, healthier, more closelygrown turf.
  • 16. Angles Main benefits—and how they’ll be reached with certainty and ease For inevitable, high-risk sales: The perils of making a mistake Entering the conversation that’s already going on in the prospect’s mind  How to buy X  How to choose between vendors  The guarantee  The offer  The proof  The urgency  Anything else from the mental shopping list
  • 17. 2. The things that get looked at first
  • 18. 3. The offer(s) and calls to action
  • 19. 4. The weakest aspects
  • 20. 5. The proof
  • 21. Outsourcing or delegating your copywriting Someone with a track record of getting wins Ensure each change is split tested Ensure the person follows this process Need someone who can  sell (would you buy from them?)  write (can you understand what they write?)