Writing content for your landing page is no easy task, but you need to make it seem easy in order for your visitors to believe in you and your product or service. They need to believe you enough to give you their time, money and/or personal info.
If you enjoy a good suspenseful book that keeps you on the edge of your seat, then you probably read them frequently. The more of these books you read, the more trends you notice within the different stories and why they keeps you biting your nails. If you get to the point were you have read thousands of similar books, chances are you could tell someone a pretty good, elemental outline for a general suspense novel
The same goes for ad copy. If you want to sell a product or service, but don’t know how to tell people about it, there is hope for you. It takes time though, so brace yourself.
You have got to research other landing pages about your product. Read how advertisers word things, and who is the most successful. Read how people benefit from their purchase, and how it is most often used. Read, read, read. The more you know about your product, and the more you know about how people sell it, the better you will become at writing about and selling it.
It’s as simple as that. However, it is important to remember a few things that you should not do after you have conducted your research.
Don’t be an Ad Copy Copy-Cat
Don’t just reword someone else’s ad copy. People that are looking for your product will probably be shopping around and comparing prices and quality. If you copy someone’s ad copy you will offer no additional benefit than the landing page that visitor may have just bounced from.
You must offer more value through your product and service than others. If you are using another persons ad copy and just offering the same thing, what is stopping them from buying the other product?
Instead, learn from other’s ad copy and begin where they left off. Tell your visitors why your product is different. Show them the value of you product above all the rest, and do it in a way they can read and understand. Show them that you know about your product and its benefits. Provide them with your personal knowledge of its working, and more visitors will turn into conversions.
Don’t Use Deception
Exaggeration and misleading terms can be the death of your landing page. There are people who will fall for this trick, and there are people that wont. Do you really want to go that route though?
The people who get scammed are most likely going to be upset about it. An unsatisfied customer will tell exponentially more people about the negativity of your product than a satisfied customer will say about the positives. In an online world, that type of PR can literally destroy a company. So don’t do it.
Tell the truth about your product or service on your landing page so that the people who convert will not be surprised. The only good surprise for a customer is the one that makes them more satisfied than they thought they would be.
Ad copy is a difficult thing for many marketers, but through research and understanding of your product and the people who buy it, and through ad-copy-specific split and multivariate testing, you can become as good as anyone.
