Are all these skills really necessary? Landing pages are some of the most important pages in the world of online marketing. You want more than anything to get them to convert.
However for some reason, they are not reading your body copy. You want to call your Momma and whine about your conversion rates. What can you do? If you follow a few simple rules, you can get people to read most of your copy and follow your call to action.
The Point is the Point The very first thing you need to do after your headline is to immediately engage your reader in the first paragraph. You need to start telling them exactly what it is they need to know. Get Right to The Point. There are two reasons for this: People are very impatient when they are searching for information especially on the Internet and they actually get mad when their time is wasted.
You need to sell your ideas or make your points as quickly as possible in your copy. In other words, make it clear not foggy. Email Address One of my pet peeves is accounting web sites.
In contrast to the accountant copy, many of the TV ambulance chasing lawyers are using excellent copywriters to get clients. An accounting firm could easily use that line or a similar one to get people to read more on their page. So the point of an accounting firm is to help clients increase the bottom line, right?
Why not get to the point? Converse to Convert Any good copywriter will tell you that in order to get on the level of your reader and keep them interested, you need to write as if you were conversing.
You want to write your posts and ads in simple language that anyone can understand. One easy way to do that is to imagine that you are speaking to the person as if he or she were sitting across a table from you.
It should be no problem for you to imagine what it would be like to explain to them what you want them to know. In this sales ad, the Prince of Print was explaining how to order a diet product. Notice how he uses across the table writing to get the prospect to order a product at the end of the sales ad.
This ad was written well before the Internet, so people were sending in money orders and checks. I will send your book promptly by return mail. If you have any questions, you can call me.
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Landing Page Copywriting. Writing landing pages is like no other skill on the planet. It’s a mashup of other skills: master salesperson, UX designer, copywriter, conversion optimizer, SEO, psychologist, sales analyst, marketing researcher and circus entertainer.
Rachel Foster is a B2B copywriter and the CEO of Fresh Perspective Copywriting. She helps B2B marketers improve their response rates, clearly communicate complex messages and generate high-quality leads.