Intro to Mini-Course
All the long hours of pitching, marketing and gathering leads condense to this single moment — when a prospect lands on the product page.
There are only two ways to go from here: sell your product or not.
You may have a great digital product, something that wasn't introduced in the market before; an excellent customer service that puts the top e-commerce companies to shame; or an affordable price that gives no chance to the competition. All of this doesn't matter when your landing page copy fails to communicate these wonderful specialties.
So, how can you write that landing page copy that appeals to the prospects and converts?
Let’s find out.
Wear the Buyer’s Hat
Is the landing page for the top of the funnel visitors? Or are they for retargeted leads? Or repeat customers?
What do these specific buyers want?
Once you have a clear idea of who the buyer is, next analyze the buyer’s triggers.
I’ve often found that visualizing the buyer helps to get into their mind and character.
Imagine the buyer sitting on a sofa and scrolling through your landing page. Think about why the buyer landed on this page, the expectations, the pain points to solve, the emotional turmoil, and the second thoughts.
Once you get into the mindset of the buyer, you can then get down to devising the emotional and rational triggers.
Analyze the Emotional and Rational Triggers for the Buyer
Many people go by what their heart says when choosing a product. But the mind wins over during the final purchasing decision. So, the landing page should appeal to both heart and mind in the right mix and order.
But, if you add the triggers in the wrong places, it can make the copy sound boring or worse, forced!
You need to sprinkle these triggers in the right places, striking the right balance between emotional and analytical thinking.
★ Open with the emotional trigger to grab attention
The first line of a landing page should pull the visitor’s attention and connect with them on an emotional level. This is possible when you include an emotional trigger that makes them devour every word you’re written.
The legendary Robert Collier, in The Robert Collier Letter Book, compares ads that touch the emotional appeal vs. the ones that appealed to the intellectual mind. He compares the two different openings of letters for greeting card sales.
Letter 1: Rational Appeal
Some people have a sort of sixth sense that enables them to send greetings and the like to all the proper relatives and friends on every appropriate occasion. But most of us are likely to overlook such things.
Letter 2: Emotional Appeal
How often have you promised yourself to keep in touch with some old friend, to cultivate some new one -- and then gone your way forgetting them, and letting them forget you?
The second letter made high sales compared to the first one because it makes people think about the friends, they’ve lost touch with — which is very common among most grown-ups.
★ Appeal to the brain's logical questions
Once you’ve got the buyer’s attention, you can’t retain it for a long time if you keep focusing on the sentiment value. Soon the logical portion of the mind wakes up and starts asking questions like:
Why do I need this product?
Why is this one better than the others in the market?
What are the risks involved if I choose to buy it?
So, the middle sections of the landing page should have facts, figures, features and benefits that will answer the questions.
Take the example of BarkBox that offers a monthly subscription box for dogs. The website opens with an emotional trigger, “Give your dog exactly what they want.”
Once you scroll down, you can see the specific details of the subscription and what the buyers can expect each month.
BarkBox addresses the common question that many have about subscription boxes – ‘what if I don’t like the contents of the box?’. In this case, ‘what if my dog doesn’t like it?’ with a reassuring statement about making it right.
★ Reinforce the product's worth with rational proof
After mentioning the specs of the product, you need to show the buyer some rational proof. This can be in the form of customer reviews, statistics related to the product’s usage, or case studies if it’s a B2B online product.
Include the customer photographs or online links to reinforce and validate the reviews you’ve included.
★ Close with a pain point or a benefit – an emotional trigger
You’ve now appealed to both the emotional and logical portion of the buyer’s mind. But there’s just one tiny bit left.
When you leave the buyer with a logical explanation, there are high chances that rational thinking would raise more doubts. So, to seal the deal, bring the emotional side to the front by closing with a sentimental trigger.
This works best for B2C online products. But when it’s a B2B product, you can exercise your reasoning to decide if such an end would work for the best.
Paint a Story and Make the Buyer a Hero
Everyone loves a good story, and everyone loves to be a hero.
When you weave a story around your product with your buyer as the hero, you can engross the customers and steer them towards a sale.
In the acclaimed book, Building a Story Brand by Donald Miller, he talks about addressing four questions in any marketing strategy.
★ Who is the hero?
★ What does the hero want?
To successfully attain its benefits, which is offered by your product!
★ Who does the hero have to defeat?
All the hurdles that stop the buyers from not buying your product, which is the villain in the story.
★ What tragic thing will happen if the hero doesn’t win?
All the drawbacks that the hero will suffer from if they choose not to buy the product!
When you spin such a story in your copy with the triggers added in between, you can easily grab the attention and persuade them.
Write Down Everything That You Think Of
You now have a copy structure, the emotional and rational triggers, and the story. So, all that’s left is to dish it out!
Don’t think twice before writing everything on your mind. Get everything down on paper, or in most cases, a laptop, without second-guessing or editing.
If you think of two versions for a story, four different probable opening lines, or seven more emotional triggers, note it all down!
Include Strong Convincers for the Retargeted Prospects
As you are writing down the draft for the landing page, don’t miss out on considering the retargeted prospects too. There can be some prospects who’ve visited the page earlier and are coming back again.
Think of the possible reasons why they’re coming back.
Do they have unanswered questions?
Are they comparing your product with a competitor?
Do they want to verify any information?
Make sure to have some strong, convincing pointers for such prospects too.
Relentlessly Edit, Edit & Edit Some More
Okay, now that you’ve unloaded everything you can think of the final and most important step is to edit the copy.
At this initial stage when you’ve multiple ideas stretched out; I would call it more of ‘reorganizing’ than editing.
As you delete the sections of the copy that’s unnecessary, make sure to paste them on a separate doc. You never know when that’ll come in handy!
After you’ve chosen and finalized the sections on the landing page with the appropriate copy, edit some more! Remove the words, phrases, sentences, and paragraphs without which the copy would still remain the same.
Look at the copy from the eyes of a buyer and think of any loopholes you may have missed. This happens more often than we dare to agree.
When we get so consumed with the copy, the buyer’s hat may slip off from our head and we would become a copywriter! We wouldn’t want that, do we?
So, do one last final check from the perspective of the buyer before hitting ‘Send.’
Selling an online product has one great advantage over the physical ones – the ability to get the product delivered the instant the order is placed. For this reason, you can expect the buyers to traverse through the end of the conversion funnel quicker.
So, the landing page should be focused enough for immediate conversion to a sale with some great convincers that reinforce your product and address the buyer’s questions.
Follow her @Lakshmi_writes on Twitter!
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