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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
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