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8 Easy Steps to Writing Killer Landing Page Copy
- 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
In a nutshell, these are some easy exercises to help businesses find their USP. They're not all meant to be taken together, but as separate statements businesses can try to 'fill in the blank', as spoken by their customers.
So, for example, the example I shared with Vero App is 'The one that lets you send emails based on what your customers do.'
Another for my own copywriting business might be:
'Business casual writes conversion-focused copy for growing businesses so that they can turn more leads into sales.'
The sentences are simply meant to get businesses thinking about how their customers see them and what makes them unique/effective for those audiences.
“The one that ________” “Without ___ I could never have ___” “They make ___ for ___ so that they can ___”