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MozCon 2017 - Joel Klettke

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Have we been thinking about writing landing pages all wrong? In my MozCon 2017 talk, I share a simple but powerful framework for writing more effective landing pages, then show you how to yank your best copy out of your customers' mouths (gently, of course!)

It's a quick but powerful crash course that will change the way you write copy and improve your conversion rates.

Published in: Marketing
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MozCon 2017 - Joel Klettke

  1. 1. @JoelKlettke #MozCon
  2. 2. @JoelKlettke #MozCon
  3. 3. 1 2 3 5 4 6 1. Headline 2. Subheadline 3. Hero Image 4. Benefits 5. Call to Action 6. Social Proof @JoelKlettke #MozCon
  4. 4. @JoelKlettke #MozCon@JoelKlettke #MozCon
  5. 5. Drawing of marketer thinking about something the wrong way. Maybe they’re talking to a cardboard cutout or a scarecrow? (get it? a straw man!) @JoelKlettke #MozCon
  6. 6. 1. What is it? 2. Who is it for? 3. Why should I care? 4. How does it work? 5. Why trust you? 6. What next? @JoelKlettke #MozCon
  7. 7. 1. What is it? 2. Who is it for? 3. Why should I care? 4. How does it work? 5. Why trust you? 6. What next? 1 2 3 6 4 5 @JoelKlettke #MozCon
  8. 8. 1. What is it? 2. Who is it for? 3. Why should I care? 4. How does it work? 5. Why trust you? 6. What next? 3 1 6 @JoelKlettke #MozCon
  9. 9. . . . . . . @JoelKlettke #MozCon ! ! ! !!!
  10. 10. Why should I care? What is it? Who is it for? How will my life improve? How does it work? Why should I trust you? What happens next? Hero Body CTA @JoelKlettke #MozCon
  11. 11. @JoelKlettke #MozCon
  12. 12. @JoelKlettke #MozCon Marketing Director 40 years old Scranton, PA “Lyrics Cherry Pie” $60,000/year Listens to soft rock Drives a minivan “How to spell macab” Communications degree “Recipe Cherry Pie”
  13. 13. @JoelKlettke #MozCon I wish I could… I’m frustrated by… I need to... I’m worried about...
  14. 14. Pain Points Anxieties Priorities Outcomes @JoelKlettke #MozCon
  15. 15. “Sales made simple.” “You hate guesswork and busywork—so we made sales less work.” vs @JoelKlettke #MozCon
  16. 16. “Sales made simple.” “You hate guesswork and busywork—so we made sales less work.” “Affordable time tracking payroll software.” “The time tracking tool that pays for itself.”vs @JoelKlettke #MozCon
  17. 17. “Sales made simple.” “You hate guesswork and busywork—so we made sales less work.” “Affordable time tracking payroll software.” “The time tracking tool that pays for itself.” “Get the reports your CRM can’t give you—without the headache it does.” “Break through native reporting limitations.” vs @JoelKlettke #MozCon
  18. 18. “Sales made simple.” “Affordable time tracking payroll software.” “Break through native reporting limitations.” “You hate guesswork and busywork—so we made sales less work.” “The time tracking tool that pays for itself.” “Get the reports your CRM can’t give you—without the headache it does.” @JoelKlettke #MozCon
  19. 19. You are not your customer. Stop trying to think for them. @JoelKlettke #MozCon
  20. 20. Customer Interviews Email Surveys Reviews and Testimonials @JoelKlettke #MozCon
  21. 21. B Before D During A After @JoelKlettke #MozCon
  22. 22. “What was going on in your business that sent you looking for a solution?” @JoelKlettke #MozCon
  23. 23. “What else did you try, and what didn’t you love about it?” @JoelKlettke #MozCon
  24. 24. “What almost kept you from buying from us?” @JoelKlettke #MozCon
  25. 25. “What made you confident enough to give us a try?” @JoelKlettke #MozCon
  26. 26. “What made _____ the best solution for you?” @JoelKlettke #MozCon
  27. 27. “When evaluating ______, what was most important to you?” @JoelKlettke #MozCon
  28. 28. “What can you do now, or do better, than you could before?” @JoelKlettke #MozCon
  29. 29. “Give me an example of when _____ made a difference for you.” @JoelKlettke #MozCon
  30. 30. You’re only as good as your analysis. @JoelKlettke #MozCon
  31. 31. Download @ BusinessCasualCopywriting.com/MozCon2017 QUOTE TYPE THEME FEATURE NOTES WHERE? “Clockspot has made timesheets the easiest part of this business – and nothing is easy in this business.” Benefit Ease of Use Payroll Reporting Well-said; great contrast. G2 Crowd @JoelKlettke #MozCon
  32. 32. Frequently Used Words @JoelKlettke #MozCon
  33. 33. “…because of IS2 we have been able to close higher value deals on a faster timeline than before.” “...allows me to track client submissions on a daily basis: it saves me time every morning.” “Weekly KPIs are no longer a time consuming part of my workflow.” Recurring Themes @JoelKlettke #MozCon
  34. 34. “We can twist, turn, and dig into every aspect of the sales process.” “We can analyze data better.” “You could literally turn sales intelligence on tomorrow.” “The learning curve is short.” Well Said vs vs @JoelKlettke #MozCon
  35. 35. “Before, everyone fought over what the ‘true’ booking number was. Now it’s a given.” “It has very detailed reporting.” Insightful vs @JoelKlettke #MozCon
  36. 36. @JoelKlettke #MozCon Case Study: HubSpot.com
  37. 37. Conduct an Email Survey of Existing Clients @JoelKlettke #MozCon
  38. 38. Mine Reviews and Testimonials Out in the Wild @JoelKlettke #MozCon
  39. 39. Review Interview Transcripts @JoelKlettke #MozCon
  40. 40. Check Out Chat Logs @JoelKlettke #MozCon
  41. 41. A few things we learned… 1. Customers care about different things than we do. 2. “Free” isn’t the biggest part of the equation. 3. Some tasks are common to all segments. 4. Some benefits are unique to decision-makers @JoelKlettke #MozCon
  42. 42. We changed the messaging to mirror priorities and pain points… @JoelKlettke #MozCon
  43. 43. We moved from features to benefits… @JoelKlettke #MozCon
  44. 44. (With help from customers, of course…) (Customer quotes) @JoelKlettke #MozCon
  45. 45. We restructured based on customer priorities… @JoelKlettke #MozCon
  46. 46. Used customer outcomes to write better crossheads… @JoelKlettke #MozCon
  47. 47. Woohoo—20% increase in signups! @JoelKlettke #MozCon
  48. 48. 2x Conversion Rate 2x Inbound Call Volume +35% Demo Requests +27% Product Signups @JoelKlettke #MozCon
  49. 49. Thank you! BusinessCasualCopywriting.com/MozCon2017

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