BuzzStream Presents: 8 Easy Steps
to Writing Kick-Ass Landing Page Copy @Joel Klettke Copywriter & Professional Loose Cannon http://www.businesscasualcopywriting

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

Brought to you by: BuzzStream
Blogger & Influencer Outreach www.BuzzStream.com