# Landing page copywriting tips Tips to help prepare a sales copy for your [[Landing page]]. ## Landing page best practices - Focus on the reader - Make the reader the _star_ - Their pain, their problems, their wishes, their situation, their success! - Start with the reader's experience - Then slide into how their experience could be better - Then slide into why they will have great results with your product - Talk about benefits, not features! - Benefits: things that the product DELIVERS (e.g., skill they will learn) - Features: things that the product HAS (e.g., number of chapters, etc) - Don't lean too heavily on features & benefits - Include specific and vivid supporting details (crispy details) - Goal: connect with the reader - If you can't picture something in your mind, why would you buy it? - Show! Clarify! - The more details, the better the customer can imagine themselves using it, the less effort it will take for them to do so, the more energy they'll have left over to open up their wallet and try it out - Use active verbs, describe what happens and use the most specific nouns you can find - Must relate to either - The reader's problem - The product you're selling - Make things easy to read - Usability is critical - One column - Good spacing - Strong contrast - Aligned left & ragged right - Clear typographical hierarchy - As little to distract the eye as possible - Graphics should either - Demonstrate the visitor's problems and successes with the product itself - Support the copy, not distract from it - Need to build trust at every step ## Landing page checklist - Persuasive headline / quick explanation - Catch title that mentions the most important pain point that is solved - Nothing is more persuasive than a person's own experience - Demo/Video - Trailer/video to create a sense of interactivity and increase engagement - Video of author commenting on the book - Improves credibility - Advantages/Benefits - Know who the product is for - Pull from the product - Only results and benefits of reaching that goal (e.g., more time), and not features of the product - Pricing - Social proof/Testimonials - Can be an endorsement about the author but should at least reference the product - Capture objections in the endorsement - Call to action - Be clear: "Buy here" - Only sell ONE thing on the page - First CTA: 1/3 down the page - Second CTA: bottom of the page - Gifs/bonus content - Have to relate to the content - Bonus for use before buying the product, during and after - e.g., the mindmap - Bio - Why I'm an expert on the topic ## Video Sales Letter (VSL) approach Preparation - Know the product, its features and benefits - Know your prospects, their fears, frustrations and desires - Know why you're qualified and how to look credible Product - Benefits the product brings to people's lives - Why they should buy it? - Persuade - Different types of benefits Spreadsheet - Feature - Benefits - Dimensionalize - Dominant Emotions - Rank Why would anyone want this product? - Identify features - Fact about the product: what it does - Description - Performance metrics: allow you to learn key concepts quickly - Credibility - Available options - Pricing - Identify benefits - Connect as many features as possible with benefits - How does it bring value to people's lives - Emotional benefits - Fears removed - Frustrations removed - Desires realized - Why your product is better, faster, cheaper, more effective than competitors? - What is special about your product - Dimensionalize - Add specific details to each benefit to make it more concrete - Use facts, figures, testimonials, etc to help your prospect SEE HIMSELF enjoying the benefits your product provides - Take each benefit and add multiple layers - Add "dimension", "depth", make things feel more real and concrete - https://www.breakthroughmarketingsecrets.com/blog/the-dimensionalized-benefits-technique-i-learned-from-clayton-makepeace - Connect each *dimensionalized* benefit with a **dominant resident emotion** - How will your prospect **feel personally** after having enjoyed each benefit your product provides - How will he feel as others see him enjoying those benefits? - Become more confident about your Software development knowledge and skills - Earn more respect from your peers - Don't be afraid by complex drawings - Identify ... - Rank each set of practical and emotional benefits - Assign a ONE ranking to those that feel are LEAST likely to resonate with your prospects - Assign a FIVE to those that you feel are MOST LIKELY to resonate with them Good copy must be specific, clear, meticulous Excel sheet: - Feature - Enable benefits - Practical benefits (list as many as possible) - Can be translated into value in unique customer terms - Dimensionalize: short stories, number, precise - Emotional benefit - Cluster value in theme (see patterns and shorten the list) - Rank Select your spokesperson, theme, format, offer One or more spokesperson for the product: - Should be credible - Should be presentable - Appropriate sex (duh) - Should have an appropriate speaking voice - Why should the reader believe anything your spokesperson says - Education - Accomplishments - Testimonials Select your theme: - Touches prospect's dominant resident emotion - States or implies a benefit for viewing - Intriguing - Easily communicated in a short copy - Don't forget about the FUN/entertainment - Tips - Intrigue - Secret system - Prediction of good things to come - Big (credible) promise - Dominant emotion/solution - Fear-based sales copy - Problem/solution - Invitation - Selecting it - Review your product's most powerful emotional/practical benefits - Think about WHO your best prospects are - Think about how your message connects with current events - Think about the themes used by the most successful competitors - List 3-4 themes would most likely attract and retain viewers - Ask likely prospects which videos they would be most likely to watch - Select your theme Select your format: - Text - Mail - Video - Newscast - Talkshow - Documentary - Interview - Speech - Talking head - ... Video Sales Letters (VSL) - Formats - Straight powerpoint - Powerpoint with augmentation - Video/powerpoint combination - Straight video - Video with animation Prepare the offer: - Great offers - The deal - The guarantee: relieve the risk in the mind of the prospect - positive guarantee - Satisfaction guarantee - You must be 100% satisfied, or in the unlikely event that you're not, contact me, tell me why and you'll get your money back - Performance-based guarantee - The pot-sweetener - Bonus if buy now, make the offer irresistible - The bump - Client already convinced; propose to buy more - What can you offer to get the customer to spend more with you right now - Buy two, get one free - Product upgrade - ... - The urgency motivator - Deadlines are important; people have limited attention spans Put everything together: - Create an outline - Say x then y then z ... - Each element is a bucket - For each, determine what to add in there to have more impact Social proof for authors: - **Reader reviews** on retail sites. - **Media/trade/literary reviews** of your book written by review professionals. - **Comments** on your blog posts that tell others that people are paying attention to what you’re saying. - Number of times the information on your website (most likely your blog posts) gets **shared** by others. - Opt-in **newsletter mailing list** size. - **Testimonials** from fans. - **[Endorsements** from people](https://buildbookbuzz.com/difference-between-book-reviews-and-endorsements/) who influence your target audience. - **View counts** on your videos. - **Number of connections** you have in social media networks. - **[Interviews** you’ve done with the press](https://buildbookbuzz.com/get-book-publicity-with-haro/) and others. - **Badges** you can add to your site if your book has won an award. Ways to present social proof: - Provide content that people will want to share - Add a share button to your blog articles - Let share buttons show numbers - Gather and add testimonials - End posts with questions to trigger discussions/interactions - Provide social proof to other authors ## MarketingExamples.com tips Source: https://marketingexamples.com/ ### Above the fold Key parts: - Explain what you do as simply as possible - Explain how you'll create it (subtitle) - Let the user visualise it (visual) - Make it believable (social proof) - Make taking the next step easy (CTA) Title: - Explain what you do - Explain what you do as simply as possible - Hooks: Most products aren't unique. So a hook adds oomph - Easiest way: address your customer's biggest objection - Rank higher on Google -> I suck at SEO -> You don't have to be an SEO pro to rank higher on Google - Ace the SAT -> I bet it's hard work -> Ace the SAT with just 10 minutes of studying per day - Own your own niche - Write with convision. You're THE solution - How Small Brands Sell More Online - The All-In-One solution for Focused productivity - It's How You Make a Podcast - The Referral Tool for Newsletters Subtitle: - Get specific. Introduce the product. Explain how it creates the value in your title - Example 1 - Title: Your most restful sleep is just a sip away - Subtitle: Calming teas that help you relax, unwind, and drift into a deep, restorative sleep - Example 2 - Title: How small brands sell more online - Subtitle: Privy's conversion, email marketing, and text messaging tools help you get more customers from your traffic - Example 3 - Title: Ace the SAT with just 10-minutes of studying a day - Subtitle: 10-min microlessons designed to boost confidence and make SAT strategies easy to remember Visual: - Show your product in all its glory - Get as close to reality as possible - ideal: show the product in action Social proof (above the fold!) - Adds instant credibility to the value you're promising - Idea - Benefit from years of experience CTA - Make taking the next step easy - Most buttons emphasize action: Sign Up, Start Trial, etc - Other types - Call to value - Buttons which emphasize value over action usually perform better - Fulfill the value your title promises - Objection handle - Add few words to your CTA to handle the user's biggest objection to clicking - "Start Free! No CC Required!" - "Try Prisma in 5 minutes" - "Get started for just $0" - Email capture + CTA - Pair e-mail capture with your CTA to make signing up as easy as possible - You can still collect user details during onboarding ### Below the fold Now that you won the user's attention, you can earn the sale. Steps: - Make the value concrete (features and objections) - Inspire action (social proof) - Tie up loose ends (FAQ) - Repeat your call to action (2nd CTA) - Make yourself memorable (Founders note) Features and objections: - Make the value you promise above the fold more concrete - Handle your customer's biggest objections - This means talking to customers - Group together reoccurring objections, and use their own words to handle them More social proof: - Above the fold, social proof is about credibility - Below the fold, social proof is about inspiring action. It's a free pass to sell your product - Use existing customers to bring to life the value you promise FAQ: - Respond to any objections here that don't fit neatly above - Reframe those in questions and answers 2nd CTA: - Use space, you're earned it - Remind people why they're clicking - Happy users - Reiterate value - Quote about immediate results - Example: "I saw immediate results. I got more replies and closed more deals, all inside Gmail" — Foo Founder's note: - Leave your customer with a story that makes you easy to sum up - Put yourself in their shoes - Explain their problem - Take ownership of it - Show the happy ending The founder's note should walk prospective customers down a path they'll want to walk themselves; and buy from you. Example: - Customer's shoes: "Out of the 12+ million stores online, only 8% will sell more thanb $1,000 in products this year" - Yup — while it's easier than ever to build an online store (thanks, Shopify!), it's harder than ever to grow it. - Explain their problem: "Most ecommerce brands have two challenges with growth: - Getting people to make their first purchase - Getting the people who do to come back and buy again" - Take ownership: "That's why we built Privy — to give small ecommerce brands like yours a leg-up" - Happy ending: "In the last ten years we've helped over 600k stores (like yours) generate $5 billion in sales. I'd love for you to give it a try" - Signature ## References - https://stackingthebricks.com/6-landing-page-mistakes - https://marketingexamples.com/conversion/landing-page-guide # Greg Isenberg's tips - Paint a picture - Make the reader see, feel, and believe in the world you're describing, as if they're living it. It's like telling a story that they become a part of - Conversational tone - Write like you're chatting with a friend - Use line breaks generously - Space out sentences like breathing spaces in a conversation. It makes everything easier to read and feels less crowded - Hone in on a single focal point - Keep your message tight around one big idea - Show credibility with examples - Use real stories or examples to prove your point - Anticipate concerns and work through objections - Think ahead about what might bother the reader and talk about it. Answer their questions without they ask them - Entertain - Keep things fun and interesting - Be interesting - Write something that grabs attention - Know you you're trying to reach - Write for someone specific, like you know exactly who they are, what they like, and what they need - Show how the product works - Explain how things work in simple terms - Have a clear call-to-action - Be clear about what the reader should do next - Don't be a robot - Put some personality in your writing - Be different from the competition - Use positive words - Use words that make people feel good and hopeful - Avoid exclamation marks - Use those sparingly - Be clear and concise - Keep it short and sweet - Choose your words carefully - Safe copy is risky copy - Dare to be different # Harry Dry tips https://www.indiehackers.com/post/my-step-by-step-guide-to-landing-pages-that-convert-9daefb2064 #todo explore