Being able to write persuasive copy for a landing page is one of the most important skills you can develop as a digital marketer. And this applies whether you’re planning on selling a digital information product, or you plan to become an affiliate marketer.
The whole purpose of the copy on this page is to demonstrate why your product is good value and the key features that should make your potential buyers excited. You want to take them from being unaware of your product to becoming paying customers; this is commonly known as ‘converting’. It’s probably the single biggest factor that will have a direct influence on your number of sales and therefore your revenue, turnover and profit.
What is the key to writing copy that converts?
The Journey
Taking a prospect who has never have heard of your product and persuading them to buy it is a key part of most sales copy. There is a structure that many copywriters follow and this is called AIDA which stands for ‘Awareness, Interest, Desire, Action’. This sequence acknowledges that people don’t know anything about the product at first but that they will eventually end up happy to buy it.
The big question is; how do you move them through these steps? The first challenge is actually getting noticed in the first place! After all, most people on the web are there because they’re doing something important. Most people nowadays are in a constant rush, have work to do and certainly don’t want to spend their valuable time reading sales pitches that just want their cash. As a writer, your job is to change their mind and to make them actually want to keep reading.
One way to do this is to use a narrative structure i.e. tell a story about your product or service that will encourage them to keep reading. If you have a personal story that resonates with your audience you can include this too. This works well because we are naturally inclined to want to read stories and we find it very hard to end a story early. Stories are highly relatable and always interesting.
The Value Proposition
You will also need to focus on your value proposition. A value proposition is a key selling point of your product and beyond that, it is what your product does for someone and how it changes their lives. Does your product help people by making them richer? Does it improve their physical shape so that they’re stronger, healthier and happier? You also need a Unique Selling Proposition (USP) which will demonstrtae why your product is different to the others and why it will work for them. Focus on the ‘dream’ that will sell your product in your pitch.