35% the headline,
10% your style of writing,
And 5% grammatical accuracy;
How do you begin carrying out research when you’re writing the copy for your landing page?
Well, basically like Ken McAfee of Wordtracker said if you’ve found the keywords you’ve found the marketplace.
So you begin by identifying the main niche your offer/product is in or by finding the generic name for the problem it so solves/cures for instance a weight loss product simply does what? Help lose weight.
Next up you gather up a list of reasons why people would want to use that product. Or as in my for instance, why would people want to lose weight?
And this is where most beginner copywriters will miss it!
They’re on a cross-road now: one road leads to the obvious reason and the other; the clandestine reason(s)…
If they take the obvious reason which is they just wanting to become slim - (still on the weight loss example) your copy would generally focus and sell them on becoming slim.
Although with this method you might get a couple or more conversions since nothing is certain in this business only when you test...
But a more trodden and proven path to high conversion rates is the other road – the clandestine reason(s)
Now there’s always a psychological/emotional reason(s) why they’d want to lose weight and it’s usually different for every one…
(In an article written by online marketing expert Sean D’Souza – Precise Client Attraction...he pointed out a lot of reasons why overweight women want to lose weight – I recommend reading that article.)
A set of women might want to lose weight because
• they want to be able to perform activities slim people can
(can you see that’s a whole different angle? )
…while another might want to avoid
• a life-long of health issues (perhaps they’ve heard a doctor say obese people are prone to early heart attacks or other life threatening diseases)
(Capitalizing on the emotion fear in your copy would be instrumental here – you can literally scare them into taking actions)
…while another might want to feel:
• more self-worth and attractive.
(Yet another “hook”!)
These are all examples of hidden emotional reasons why most overweight women would want to lose weight…their pain points.
Are you already seeing three THEMES your copy might be based on?
Since you’re going to have to select just one…you have to select the one you think would resonate with a lot of people – also you could write the copy based on all 3 for 3 separate landers and split test…
Now you might be wondering how do I come up with a list of emotional reasons as to why a customer might want to use my product?
Not of the top of your head…
Take Action: You need to do some competitive research by spying on the most popular content in the niche, use sites like Reddit, Google Trends, Alltop…writers are always writing about what people in their niche care about.
Go through a lot of articles just to understand what the customer really cares about; or straight up you could Google for instance “the problems of overweight people” (still on the weight-loss example) to see if any insight turns up, it’s work I know!
Also Forums, yes forums can provide valuable insights into a customer’s pain points…you can Google the niche’s name + “forum” for example weight loss “forum”.
Now that you’ve gathered up a list of psychological reasons why your prospect would want to use your product, it’s time to write the copy.
Research Done; Copy Time!
People decide whether or not to read an article by just glancing the headline only and usually it doesn’t matter if the rest of the article is terrible or not. It’s like an attention grabbing device;
If you haven’t read these free 2 books about “writing headlines” I’m going to show you here then you shouldn’t dare begin writing one single headline…trust me!
Why Headlines Fail by Sean Souza – an awesome quick read book to get you started writing powerful headlines…
And headline Hacks by Jon Morrow – a collection of top headline templates…
Google and Download those free books to learn how to write your headlines.
Now when your headline begins to attract attention – getting people to read the first few sentences of your copy, It’s (headline) done its job, it depends now on the style of writing you choose to bring everything together.
Stories are great converters! Nothing beats the good ‘ole classic story of transformation; transformation from an unpleasant situation (person) to a pleasant situation (person), what hurdles the subject of your story had to overcome and how instrumental was the product (your offer) in the victory.
Stories are all over the web, here’s an example –the simple trick video – did you see how the writer successfully implemented story-telling into his copy.
If you don’t know how to start writing stories for your landing page – you can begin by learning from the experts at places like copyblogger.com and psychotactics.com/blog – they’ve got lots of articles on the subject of story-telling.
What if your copy only focused on the pain of your intended prospects? No pitching benefits of any kind, just hammering them with their pain and at closing ask them to solve their problem by sending them to the offer’s sales page!
I’ve used this method a couple of times and seen it bring in a lot of conversions – here’s the article that inspired that style of writing - How to sell without selling by Ben Settle.
The Ryan Deiss 12 point video sales Formula which was formulated originally by David Frey is yet another style to write your landing page copy – it starts off with the headline – then identifying the prospects problems and promising to solve it – unto aggravating the problem…
Here’s an article which fully goes into details the 12 point video sales letter formula…How Ryan Deiss Writes, Produces and Publishes Video Salesletters and How You Can Do It Too -google that!
You have the WhatRunsWhere – which means you’ll never run out of landing page copy ideas…of course by having available to you other marketers' top performing landing pages.