8 Easy Steps to Writing Killer Landing Page Copy

•

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Continuum Analytics

Get actionable tips and advice from Joel Klette on how to write landing page copy that converts.

Marketing

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

Science has a process.
Effective writing does too.

Their stories.
Their concerns.
Their words.

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

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

Voice embodies values.
Tone expresses them.

Voice is always consistent.
Tone changes to context.

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

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

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

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

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

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

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

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

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

Shorter copy when…
Low anxiety
Low cost
Low commitment

Longer copy when…
High anxiety
High cost
High commitment

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/

Every emotional claim needs
rational support.

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

Reinventing the wheel
is a massive waste of time.

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

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

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

Use sub-headlines to…
Clarify
Confirm
Convince

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

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BuzzStream
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Scaling your content production and workflow with AI Learn how to work smarter rather than harder to produce high-quality content at scale with the resources you already have. Make your team faster and more productive by incorporating AI-related tools and methodologies into your workflow. In this master class, you will learn about some of the dominant AI tools for research, content development and copywriting and how to use them to expand your capabilities with little to no investment other than time. The presentation will dispel some myths and provide the key steps to get you up and running with AI incorporated into your marketing workflow, whether for yourself or your clients. Key Takeaways: You will learn about the predominant AI tools, their strengths and weaknesses, where and how to use them in your marketing efforts, related best practices, missteps to avoid, and where and how to add automation to scale your ongoing marketing activities.

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8 Easy Steps to Writing Killer Landing Page Copy

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.

13.

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?”

28.

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 _________”

38.

39. Desirable Obvious Unambiguous

40.

41.

42.

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?”

45.

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.”

51.

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/

58.

59. 6 Add Support

60. Every emotional claim needs rational support.

61. Specific claim? Specific proof!

62.

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. !!!

66.

67.

68.

69.

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

75.

76.