[Day: #4] How to write your landing page copy conversationally so it soars and shines
Last Updated on: August 8th, 2016 by Tavleen
How often do you come across landing pages that are visually stunning but miss the mark emotionally?
They lack the voice of a human being and don’t engage. They feel bland like some unwelcome corporate babble.
The problem is that if you do not make an attempt to sound conversational, it is easy to sound like a robot.
In this video of Day 4, I discuss a really interesting case. How two landing pages making similar arguments present their cases in two different ways. One is visually stunning but uses babble and jargon to put the point across, the other is short, super conversational and delivers to the point messaging.
Since the second landing page copy discussed in the video is conversational you feel an instant connection with the brand.
So I will encourage you to take some time to watch this video and discover the power of a conversational writing on landing pages.
This will give you an edge when you write your own landing page copy and help you add a dollop of your personality.
Here’s what you must learn from the video:
#1: Don’t be selfish
Talking only about yourself or your product alone makes your visitors feel an instant disconnect. They don’t want to know about your feature-rich, all-in-one, next-generation, super awesome product but about how your product really helps them solve their problem or changes their life.
#2: Handle objections proactively
In the video, the case 2 discussed is that of Base CRM and you must notice how they proactively engage in a conversation with the user about the differences between the two CRMs. They understand pricing would be a concern for the user and hence they talk about it extensively through the copy.
#3: Be transparent with your visitors
Noticed how Base CRM says that they do not have all the features that their competition does? The good thing is they are really transparent about it and do not sound like the sleazy salesman who just wants to close the damn deal. But they come across as a trusted advisor. And that should be the end goal for every brand.
So take a look at your existing copy and ask yourself does it really sound like you? Is that how you will talk to a friend to explain him your product?
Are you being transparent and honest enough to strike a chord with your visitors?
You should think of me when your visitors are bouncing off your website like a jumping jack...Or even the shocking pink color is failing to attract them to your call to action...Or after reading your 2-pager they still wonder- What's in it for them. But most importantly think of me when you're throwing a house party and your fridge is loaded with Ben & Jerry's!
Tavleen helps coaches and consultants launch & sell their signature programs using through clear, compelling and highly empathetic copywriting.
She can take you from a blank page of doom to an empathetic narrative that sells your offer without making you sound salesy.
Tavleen has worked with the biggest auto brands in the country and has been featured at cool places like Huffington Post, TheMcMethod, Sheroes.in and is teaching over 8000 students at Udemy.
She was chosen as the 'Rockstar Speaker' at Rex Conclive 2015 in New Delhi.
Want to see my exact process of converting a bland copy to a conversion asset?
"Tavleen, I just went through the video review. Wow! I am so incredibly grateful. You don't know how much I was struggling with my messaging and going round in circles." - Anna from AnnasNutrition.
"Tavleen, you rockstar! Great article. You definitely have a knack for going all out with your posts. I like your hustle." - John McIntyre, the Autoresponder guy at TheMcMcMethod.
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