SES London 2012 - Karl Blanks - Landing Page Optimisation
London | 20–24 Feb, 2012 | #seslondonCopywriting for ConversionDr Karl BlanksChairman (and Resident Rocket Scientist)
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
Step 1: Become able to sell the product face to face
Your robot salesperson will be no better than its creator
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.
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
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.
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
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?)