Hey everyone!
Jason here, digital marketing consultant.
And in this landing page copywriting guide, you're going to learn a simple four step formula
for writing high converting landing page copy.
Timestamp table of contents in the description along some other helpful videos to walk you
through, how to put together your landing page, how to choose your landing page software,
how to come up with your lead magnet, all that other fun stuff.
Here, we're gonna zero in and focus in, on writing your copy.
But before we get into that four step formula, there are three keys to landing page success,
that's going to set us up, to make sure that we write good copy.
And the very first key is remembering that a landing page is designed to do one thing.
And one thing only.
Collect someone's contact information in exchange for a lead magnet or value.
And the key here, is making sure that there are no external links on your landing page
at ,all.
And with this focus, the second key to success is making sure that your entire landing page
is not about you, it's not about your offer, it's not about your company, it's not about
your client.
It's about the visitor.
It's about the user, the prospect.
And you're going to see how using the simple four step formula, ensures that we stay really
focused on who your ideal customer is.
Just remember, that it's all about the visitor, not about what's being offered on the landing
page.
Now the third key to success has to do with focus again, and you'll notice a trend here
with these keys focus, focus, focus just one thing, on the landing page, you need to have
one offer.
You need to be talking about one specific problem and you need to be talking to one
specific person.
Copy that tries to sell, speak to everyone, winds up, connecting with no one.
So with that, let's go ahead and jump into the very first step, of our four step process
for crafting our copy for our landing page.
And that is our prospect, who is our ideal customer? because at the end of the day, copy
is designed to connect with someone else, on a deeper level than hopefully your competitors
are.
And in order to do this, you need a clear picture of who you're talking to, right?
So there's a link in the description to a video that walks you through how to craft
your customer avatar using a data-driven methods.
So you're not just pulling assumptions out of the sky.
We're going to skip all those and jump down to the last two questions, which is going
to lay the foundation for our copywriting.
And in this particular step, we want to know what is the big result that your ideal customer
prospects are after?
And then what are the roadblocks or what are the perceived roadblocks or problems that
are in their way?
And so you'll want to spend 20 to 30 minutes just kind of answering these questions.
And of course, I'll go through an example, so you can see what this actually looks like.
For our example here, we're going to be using YouTube.
So, for what the heck do they want? or what is the big result?
Well, they probably want to grow their channel.
They want to make more money and maybe eventually quit their job so that they can do what they
like on YouTube full time.
Okay, great.
That's an all you need for some results.
Obviously, you'd go a little deeper, when you're creating the rest of your funnel, but
for now, we'll just stick with simple example.
Now the next part of course, is the roadblocks.
Well, what do they think is getting in the way of that dream of having an awesome channel,
that allows them to wake up whenever they want and quit their day job?
Well, they probably want to know how to rank videos.
Maybe they're not happy with their subscriber growth.
Maybe they think their video quality stinks.
They just don't understand whether they're not getting enough views, which means they're
not getting enough eyeballs to their videos, which means there's none of people to hit
that subscribe button in the first place.
And so these would be all the roadblocks that we want to address as we're writing our landing
page copy so that someone who's trying to grow a YouTube channel would come and see,
“Okay, they're talking about growing a channel.
That's what I want.
And they're talking about poor ranking and they're talking about poor video quality,
or they're talking about not getting views.
That's exactly my problem.
Maybe these people well can help”.
And that's what you want to invoke in whoever hits your landing page.
So, the very first part of course, of your landing page is the headline, the most important
part.
So now that we've laid the foundation, we're done with step number one, step number two
is creating as many headlines as possible.
Because you're going to want to do something called split testing, which essentially means
you're going to keep trying headlines until you find one that really works.
Most landing page softwares will allow you to do this.
Now, when it comes to writing your headline, there are a lot of formulas we can look at,
but there are only two that you need to start with, how to result without hard part, and
then how to result even if and all these two formulas are doing is essentially saying,
“Hey, you can get the result that you want growing your channel, losing weight, making
money in the stock market without waking up early, going to the gym 20 times a week, making
50 videos a day.”
And so, we want to ease the burden of whatever the result is going to be.
So here's some examples of how we can take our results and our roadblocks and slap them
together in these formulas.
So the very first one is how to grow your channel without getting lots of views.
So we're saying, “Hey, you can grow your channel, but you don't have to get a ton of
use to do it”.
Moving down here, we're using the same result, except this time we're saying you don't have
to improve the quality of your videos.
Now this next one, we're kind of switching things out a little bit and just talking about
two perceived roadblocks, where we're saying how you can get more views, which is overcoming
a roadblock without having a lot of subscribers, because a lot of new YouTubers think the only
way they're going to get views is if they have subscribers, but of course you can't
get subscribers unless you had a lot of use in the first place for those views to turn
into subscribers.
So, it's kind of like a chicken and the egg thing.
And so, we want to really make it clear that, “Hey, you don't have to, you don't have
to have either one of those.
We can solve that problem”.
And that's really what your headlines are designed to do.
So let's quickly run through the rest of them here, how to rank your videos, even if you
have a small channel and then how to get views to your videos, to accelerate your channel
growth.
And you want to spend 10 to 20 minutes to just rapid fire, write down as many as possible.
The goal here is not to have anything polished.
You can even write half sentences, just anything that pops into your head, write it down.
And what this will allow you to do, is have a nice library of things to test.
And then as you go through your testing and you'll actually go back and go, “Oh, you
know what?
This type of headline is actually working a lot better than this type of headline”,
But you don't want to be critical at this point because we don't know which headline
is going to perform the best.
Now, once you're done with that 10 to 20 minutes of brainstorming, of course, you’ll want
to choose two, that you think are the best.
And those are the two headlines that you're going to start with.
So now that we have your headlines, let's go ahead and talk about the next part, which
is your call to action button.
Now your call to action button is the button on the page that someone's going to click
when the opt-in form pops up or when they submit the opt-in form, if you don't have
a popup.
Now there are couple of things we can do with this button, but you don't want to get too
fancy, because then the button's going to be super long and take up the entire page.
So in this particular instance, let's say we're offering a webinar or we're offering
some sort of PDF.
So our call to action button could simply be register now or download the guide now,
or we can get a little fancy and say, grow your channel today, or rank my videos today.
So you're tying the results that they want, or you're tying a problem that they want solved
to clicking the button.
Now you don't want to go overboard with this, right?
You do want to keep it nice and short because you want that button to be short.
You don't want that button to have so much text that it spans the entire page.
And I'm sure you've seen these types of popups, where you're trying to exit a site and it
asks you, it has the button.
And it says, “Yes, I want to XYZ ABC, blah, blah, blah”.
And then underneath it, it goes, “No, I think I'm okay.
You know, hate my life” or something stupid like that.
You definitely don't want to do that on your landing page.
And the reason you don't wanna do that is you just want it to be realistic.
Now that we have our call to action, we have our headline it's time for what is typically
the hard part, which is the bullet points.
Now the bullet points simply allow you to take a deeper dive into whatever the headline
is talking about.
And so this just reinforces the headline.
This is for those type A people who want to know, “Okay, but really specifically, what
are you giving me?”
Like, “What am I going to be able to do, once I get whatever you're offering me?”,
that's what we're doing here.
And we don't have to be super complicated.
And it is important to note, that while you can make crazy claims, you do want to have
a nice balance of be able to do all this awesome stuff, but it doesn't need to be believable.
So, if you're offering a PDF and you say, “Hey, you're going to quit your job in two
days”.
Like that's, that's, that's probably pretty unreasonable.
So we do want to make sure that our results are still in reality.
So here are a couple of bullet point formulas, how to result without work roadblock.
You'll notice that that's pretty much the same as a headline, a simple strategy for
action without roadblock, a single blank that will finally give you a clear path to whatever
the result is.
A little known secret for achieving a result, instant access to, and this is where you're
going to name the offer or unique mechanism of what, if you have some sort of proprietary
formula or name for something.
So you can, and then of course, breakthrough the roadblocks solve a problem.
Or maybe you go to the number one reason you're not getting the result that you're looking
for is, and then fill in the blank with something that they're doing that's completely wrong.
And of course, finally, if you have any myths in your niche or industry, you can say, you
don't have to, and then fill in the blank with something that is common knowledge or
practice.
Like you don't have to hit the gym five days a week to lose 200 pounds.
I don't, I don't know something, something to that effect, obviously not silly like that,
but something where you're kind of being counter to whatever the norm of information is in
your niche.
So let's go through what these would look like if we actually did it, for example, trying
to help someone grow YouTube channel.
The first one here, how to accelerate channel growth, which is our result without what's
the roadblock.
In this particular instance, we told, we said getting a new camera, which represents bad
video quality.
The next one here, a simple strategy for attracting new subscribers.
That's tied directly to growing a channel, without getting more views.
So you can kind of see how you don't necessarily take word for word what your results and roadblocks
are.
You do need to do a little bit of thinking sometimes.
The next one is a little known secret to ranking videos.
I think that's one of the simplest ones on this list.
So here we have monetization playbook and part time income is both representing the
result that they want, but all we've done is giving name to whatever the guide or blueprint
or formula is for monetization.
And so instead of just saying, learn how to monetize your channel or learn how to make
more money, we give whatever our secret proprietary sauce or formula is an actual name.
And so it can elevate the perceived value of what we're offering.
And the final one we have here is a little mean, but the number one reason you're not
getting views is your videos are all wrong.
And with that, you have your headline, you have your call to action text, and you have
your bullet points.
Of course, there's a timestamp table of contents in the description.
So you can skip around the video and pause while you write your own landing page copy.
The last two elements of your landing page of course, is going to be some sort of graphic
that represents whatever your offer is.
And then if you have any testimonials or you have any media outlet logos, you can go ahead
and include those for some social proof, but that's not really part of the copywriting
part.
So, thank you so much for watching.
I sincerely hope you got some value out of this video and you have a much better idea
of how to write copy for your landing page.
Go and hit that like button and subscribe for more in depth marketing tactics and strategies,
just like the ones covered in this video.
Comment below, if you have any questions and as always keep building the business you love.