You might be thinking, “Great, another stupid blog post with 5 worthless secrets about copywriting”. Nope. I don’t deal with so-called copywriting ‘secrets’ on the Altered States of Marketing blog.
Well OK, there is one copywriting secret I can give you—don’t be a crappy copywriter.
But really, there are no ‘secret’ copywriting formulas for landing pages that are intended to generate leads. And when I say leads, I’m talking about landing pages that have a specific call to action for the user to give you at least their name and email address on a form.
Like this landing page that gets 7 out of 10 unique visitors to fill out the form:
Sure, the user has a nice incentive to take the simple action of giving me their name and contact info, but that’s part of the whole 5-questions-every-copywriter-needs-answers-to thing.
Question 1 – Who is your audience?
Seriously, who are you writing to? What do you know about their idiosyncrasies and what words will you use that your audience can relate to?
The audience for the landing page featured above is homeschoolers. And because homeschoolers are into self-directed learning, they love that type of information and they love the idea of getting an iPad to use as an educational tool.
Question 2 – What’s their pain point or problem?
Great copywriters are emotionally intelligent, and because they are emotionally intelligent, they can write with empathy.
Writing with empathy gives your audience the ability to convince themselves that you understand them, you know what they’re going through, and that you can provide a solution to their problem(s).
And no, empathetic writing isn’t scammy unless you’re scammy.
Question 3 – How will you communicate that the action you want them to take improves the quality of their life?
So how will you?
Whether consciously or subconsciously, people take actions and make decisions if they think it will improve the quality of their life.
Question 4 – Where’s your social proof?
This is an example of what social proof looks like:
Over 1,000 people, just like them, shared this content on Facebook, Twitter, and Google+. There’s safety in numbers. And social proof is a powerful trust-builder.
Question 5 – What do you want them to do?
If you don’t know exactly what you want your audience to do, neither do they. Ask them to do too many things and they will do nothing.
Give them too many options, too many choices, or too many potential actions to take, and they will do nothing out of sheer confusion.
Write copy long enough and you’ll intuitively ask yourself these questions. But if you’re not at that point yet, put these questions in front of you, find the answers, and then write, write, write.