8 easy step to writing kick ass landing page copy
TRANSCRIPT
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8 Easy Steps to Writing Kick-Ass
Landing Page Copy
@Joel Klettke Copywriter & Professional Loose Cannon http://www.businesscasualcopywriting
BuzzStream Presents:
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Copywriting isn’t about inspiration…
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Science has a process. Effective writing does too.
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1 Research & Analysis
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Pain points +
Priorities
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Anxieties +
Objections
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How do they talk about their problem?
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Their stories. Their concerns.
Their words.
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You’ve probably already got ‘em.
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Reviews, testimonials, forums, Q&A, sales team & your emails.
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USP +
Priorities
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How do they talk about their solution?
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“Build a lexicon!”
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A what?!
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“A researched list of words to incorporate in your copy.”
(See: http://www.portent.com/blog/copywriting/lexicon.htm)
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“Collect words.”
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2 Find Your Voice
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Voice embodies values. Tone expresses them.
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Voice is always consistent. Tone changes to context.
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… ?
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Use “X” but not “Y”
Funny, but not crude Professional, but not cold
Upbeat, but not naive
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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
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3 Define Your USP
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“Why should I buy from you?”
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NOBODY WANTS:
“High quality” “Best service”
“Industry-standard” “Flexible platform” “Go the extra mile”
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You don’t know your customer, until…
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You don’t know your customer, until…
… you can finish their sentences.
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“The one that ________”
“Without ___ I could never have ___”
“They make ___ for ___ so that they can ___”
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“The one that lets you…”
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4 Determine Your CTA
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Call to action?
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Call to action value
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“I want to _________”
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Desirable Obvious
Unambiguous
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5 Form Your Core Message
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“Who are they?”
“What do they do?”
“Who is this for?”
“How does this solve my problem?”
“What now?”
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Avoid “We”, unless…
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“Because.”
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1. Prioritize features
2. Frame through a benefit
3. Couple with an action
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“Our huge database of nutritional information…”
vs.
“Quickly and accurately track your
diet while on the go!”
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Define the outcome!
Bad: “Make your X more effective.” Good: “Increase leads and sales.”
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Motivation
Anxiety Demand
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Motivation
Anxiety Demand
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Shorter copy when…
Low anxiety
Low cost Low commitment
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Longer copy when…
High anxiety
High cost High commitment
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Let awareness shape your message.
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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/
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6 Add Support
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Every emotional claim needs rational support.
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Specific claim? Specific proof!
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“Before coming to _____, … They helped us _____ …
Now, we can _____.”
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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
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!!!
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7 Write Your Headline
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Reinventing the wheel is a massive waste of time.
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1. Strongest pain point
2. Key benefit 3. Highly desirable outcome
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Think of your headline
as a promise.
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Unique Specific Succinct
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“Turn [Problem] Into [HDO]”
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“The Only [Phrase] That Will [HDO] for [Target Customer]”
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“Get the [Rarely Seen Adjective] Power of [What Your Product Does]
Without [Pain]”
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Use sub-headlines to…
Clarify Confirm
Convince
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8 Edit (Without Mercy)
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3 Levels: Language, Layout, Message
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Language
Typos Grammar
Word choice
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Layout
Scan-ability Readability
Context
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Message
Clarity Brevity
Persuasiveness
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There’s a checklist!
(You're welcome.)
http://businesscasualcopywriting.com/handy-landing-page-copy-editing-checklist/
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Process makes perfect.
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Thank you!
Design by
@JoelKlettke
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