This document outlines 8 easy steps to writing effective landing page copy: 1) Research pain points and priorities, 2) Find your voice and tone, 3) Define your unique selling proposition, 4) Determine your call to action, 5) Form your core message, 6) Add supporting evidence, 7) Write an attention-grabbing headline, and 8) Edit without mercy to ensure clarity, brevity and persuasiveness. Following this process will help produce copy that converts visitors into customers.

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

2. Copywriting
isn’t
about
inspiration…

4. Science has a process.
Effective writing does too.

5. 1 Research & Analysis

7. Pain points
+
Priorities

8. Anxieties
+
Objections

9. How do they talk about their
problem?

10. Their stories.
Their concerns.
Their words.

11. You’ve probably already got ‘em.

12. Reviews, testimonials, forums,
Q&A, sales team & your emails.

14. USP
+
Priorities

15. How do they talk about
their solution?

16. “Build a lexicon!”

17. A what?!

18. “A researched list of words to
incorporate in your copy.”
(See: http://www.portent.com/blog/copywriting/lexicon.htm)

19. “Collect words.”

20. 2 Find Your Voice

21. Voice embodies values.
Tone expresses them.

22. Voice is always consistent.
Tone changes to context.

23. … ?

24. Use “X” but not “Y”
Funny, but not crude
Professional, but not cold
Upbeat, but not naive

25. 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

26. 3 Define Your USP

27. “Why should I buy from you?”

29. NOBODY WANTS:
“High quality”
“Best service”
“Industry-standard”
“Flexible platform”
“Go the extra mile”

30. You don’t know your customer,
until…

31. You don’t know your customer,
until…
… you can finish their
sentences.

32. “The one that ________”
“Without ___ I could never have
___”
“They make ___ for ___
so that they can ___”

33. “The one that lets you…”

34. 4 Determine Your CTA

35. Call to action?

36. Call to action value

37. “I want to _________”

39. Desirable
Obvious
Unambiguous

43. 5 Form Your Core Message

44. “Who are they?”
“What do they do?”
“Who is this for?”
“How does this solve
my problem?”
“What now?”

46. Avoid “We”, unless…

47. “Because.”

48. 1. Prioritize features
2. Frame through a benefit
3. Couple with an action

49. “Our huge database of nutritional
information…”
vs.
“Quickly and accurately track your
diet while on the go!”

50. Define the outcome!
Bad: “Make your X more effective.”
Good: “Increase leads and sales.”

52. Motivation
Anxiety
Demand

53. Motivation
Anxiety
Demand

54. Shorter copy when…
Low anxiety
Low cost
Low commitment

55. Longer copy when…
High anxiety
High cost
High commitment

56. Let awareness shape your
message.

57. 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/

59. 6 Add Support

60. Every emotional claim needs
rational support.

61. Specific claim?
Specific proof!

63. “Before coming to _____, …
They helped us _____ …
Now, we can _____.”

64. 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

65. !!!

70. 7 Write Your Headline

71. Reinventing the wheel
is a massive waste of time.

72. 1. Strongest pain point
2. Key benefit
3. Highly desirable outcome

73. Think of your headline
as a promise.

74. Unique
Specific
Succinct

77. “Turn [Problem] Into [HDO]”

78. “The Only [Phrase] That Will [HDO]
for [Target Customer]”

79. “Get the [Rarely Seen Adjective]
Power of [What Your Product Does]
Without [Pain]”

80. Use sub-headlines to…
Clarify
Confirm
Convince

83. 8 Edit (Without Mercy)

84. 3 Levels:
Language, Layout, Message

85. Language
Typos
Grammar
Word choice

86. Layout
Scan-ability
Readability
Context

87. Message
Clarity
Brevity
Persuasiveness

88. There’s a checklist!
(You're welcome.)
http://businesscasualcopywriting.com/handy-landing-page-copy-editing-checklist/

89. Process makes perfect.

90. Thank you!
Design by
@JoelKlettke

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