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

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SES London 2012 - Karl Blanks - Landing Page Optimisation

  1. 1. London | 20–24 Feb, 2012 | #seslondonCopywriting for ConversionDr Karl BlanksChairman (and Resident Rocket Scientist)
  2. 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. 3. Step 1: Become able to sell the product face to face
  4. 4. Your robot salesperson will be no better than its creator
  5. 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. 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. 7. Step 2: Write it down
  8. 8. The act of writingturns many a genius into a moron
  9. 9. Write like a human
  10. 10. Use at least as many words as you’d use when selling face to face
  11. 11. Be concise
  12. 12.
  13. 13. Five most important aspects
  14. 14. 1. The “angle”
  15. 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. 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. 17. 2. The things that get looked at first
  18. 18. 3. The offer(s) and calls to action
  19. 19. 4. The weakest aspects
  20. 20. 5. The proof
  21. 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?)