[unwebinar] how to write killer landing page copy
TRANSCRIPT
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@HarrisonAmy @unbounce #unwebinar
Amy HarrisonFounderWrite With Influence
How to Write Killer Landing Page Copy
Thank you for joining us!We’ll be starting in just a few minutes.
Princess CornelioMarketing Educator
Unbounce
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The slides and recording will be emailed by the end of the week
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Stick around after the Unwebinar
See how Unbounce can help you quickly build and publish targeted landing pages
(without having to code)
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@daprincesita @unbounce #unwebinar
Join our chat on Twitter
Princess Cornelio
Marketing EducatorUnbounce@daprincesita
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@HarrisonAmy @unbounce #unwebinar
Join our chat on Twitter
Amy Harrison
FounderWrite With Influence@HarrisonAmy
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How to Write Killer Landing Page Copy
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It Doesn’t Start With Headlines, Bullets and Calls to Action…
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It Starts With Your Story of Persuasion
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@morys @unbounce #unwebinar
Landing pages are just like blockbuster
movies…
The same elements are used to tell a different
story each time.
@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@HarrisonAmy @unbounce #unwebinar
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@morys @unbounce #unwebinar
To tell a great story, you need to start with all of the pieces to hand
Start with all the pieces… …then put them in place.
@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@HarrisonAmy @unbounce #unwebinar
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@morys @unbounce #unwebinar
What happens if you start writing WITHOUT the pieces to hand?
• Repetition = invisible copy
• Missing elements = low value
• Copy that sounds like everyone else
@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@HarrisonAmy @unbounce #unwebinar
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The Power of a Persuasive Story is More Natural Than You May Think
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@morys @unbounce #unwebinar
Go on… you know you want to…
• You’ve never seen anything like it
• This is perfect for you
• Everyone’s doing it
• You’re going to LOVE it
• It’s SO easy
@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@HarrisonAmy @unbounce #unwebinar
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@morys @unbounce #unwebinar
• You’ve never seen anything like it (USP)
• This is perfect for you (Symptoms)
• Everyone’s doing it (Social Proof)
• You’re going to LOVE it (Benefits)
• It’s SO easy (Ease-of-use)
@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@HarrisonAmy @unbounce #unwebinar
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You’ve never seen anything like it(USP)
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@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@HarrisonAmy @unbounce #unwebinar
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@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@HarrisonAmy @unbounce #unwebinar
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@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@HarrisonAmy @unbounce #unwebinar
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@morys @unbounce #unwebinar
Compete for (and win) more international business with a workforce fluent in English
ABC English for Employees: Helping your business expand into new markets
See employees using English accurately and confidently in just 6 weeks
@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@HarrisonAmy @unbounce #unwebinar
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@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@HarrisonAmy @unbounce #unwebinar
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@morys @unbounce #unwebinar
• Put all the pieces of your story (puzzle) in front of you
• At this stage DON’T self-edit, get everything down
• Highlight the ones that matter most to your customer
• Use these pieces to create strong value proposition statements
@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@HarrisonAmy @unbounce #unwebinar
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This is perfect for YOU(Symptoms)
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@MPatterson22 @unbounce #unwebinar
“Choose this product to align syndicated and point-of sale data in multiple
countries and from a variety of data sources and time periods.”
Analytics Firm(Cure)
@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@HarrisonAmy @unbounce #unwebinar
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@MPatterson22 @unbounce #unwebinar
“Are you struggling to reconcile product data in different countries and
currencies? If so, click here to see how [product name] can help”
Analytics Firm (Symptom)
@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@HarrisonAmy @unbounce #unwebinar
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@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@HarrisonAmy @unbounce #unwebinar
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@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@HarrisonAmy @unbounce #unwebinar
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@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@HarrisonAmy @unbounce #unwebinar
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@morys @unbounce #unwebinar
Using symptoms in your story of persuasion
1. Here’s what you may have recognised (Symptoms)
2. Here’s what’s causing them (Problem)
3. Here’s what you need to do (Cure)
4. Here’s what’s possible if you do (Results)
@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@HarrisonAmy @unbounce #unwebinar
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@MPatterson22 @unbounce #unwebinar
If you’ve been seeing regular results from your training but have now hit a plateau (1), we can help. Repeating the same
or similar workouts is often the cause of getting stuck asthe body needs a variety of work outs to keep improving. (2) We provide tailored exercise plans and change them every
three weeks. (3) You get a workout that feels fresh and challenging each and every time and our online app lets you
track and see your fitness improve week after week.(4)Long copy
@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@HarrisonAmy @unbounce #unwebinar
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@MPatterson22 @unbounce #unwebinar
ABC Analytics is for you if:
• You can’t reconcile data easily between countries• It takes 3-4 weeks for full performance reporting• It’s a challenge to calculate ROI on trade promotions• You don’t have the distribution insights to accurately
predict future sales trendsBullets
@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@HarrisonAmy @unbounce #unwebinar
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You’re Going to LOVE it (Benefits)
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Why You Should Never Write Copy Without Your Impact Table Nearby
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@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@HarrisonAmy @unbounce #unwebinar
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@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@HarrisonAmy @unbounce #unwebinar
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@morys @unbounce #unwebinar
Using your Impact Table to write better copy
You get this / this is what we have
(which means)
You get these results / see this impact
(which means)
You feel like this
@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@HarrisonAmy @unbounce #unwebinar
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@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@HarrisonAmy @unbounce #unwebinar
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Your Story of Persuasion Handout
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@morys @unbounce #unwebinar
• You’ve never seen anything like it (USP)
• This is perfect for you (Symptoms)
• Everyone’s doing it (Social Proof)
• You’re going to LOVE it (Benefits - Impact Table)
• It’s SO easy (Ease-of-use)
@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@HarrisonAmy @unbounce #unwebinar
Your Story of Persuasion Handout
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@HarrisonAmy @unbounce #unwebinar
Practical copywriting skills and techniqueswww.writewithinfluence.com
Copywriting coaching and writing serviceswww.harrisonamy.com
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