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Spark.ru editors: 8 steps to writing converting texts




Copywriting is not inspiration, but a whole science. And like any science, copywriting consists of research, testing, implementation and data analysis. And without clear unified algorithms, it can be very difficult to write an outstanding landing page. I’ve found a step-by-step guide for you to help you write great landing pages. 1. Research and analysis. The first step is to analyze your audience. Figure out her pain points and priorities, concerns and objections. How do your potential buyers talk about their problems? Hear their stories, complaints, wording. Where can I find this information? It’s at your fingertips — reviews, forums, questions and answers, emails, and sales / support calls. Offers and Unique Selling Proposals must grow out of priorities and vocabulary. How do customers talk about your solutions? Explore the specifics of their language. Make a list of words to include in your sales copy. Collect words and phrases from clients. 2. Finding your voice. The voice embodies values, and the tone expresses them. The voice is always consistent and the tone changes from context. An energetic tone sounds lively. Conveys passion and excitement. To speak energetically, use action-oriented adjectives. However, the energetic tone does not mean: overuse of exclamation marks and capital letters. Being energetic and screaming are not synonymous; the use of too bold hyperbole and statements that are far from the truth. 3. Determine your USP. Why should people buy from you? The answer to this question is formulated by a Unique Selling Proposition (USP). No one is interested in general phrases like: high quality, best service, industry leader, flexible offer, etc. If you cannot finish the following sentences, then you do not know your client: “The only product that (what?)” “Without (what?) I would never have (what?) “” He does (what?) for (what?) and allows us (what?) “4. STA” I want … “. The call to action should be based on the values ​​of your customers. Continue the phrase “I want …” for the client. STA: “Learn how to stand out from the sea of ​​mediocrity and get noticed” A successful CTA must offer something desirable, understandable, unambiguous. For example: “I want to …” STA: “Request a consultation.” 5. Customer benefit first of all. Landing page users should quickly navigate the following questions: Who are you? What do you do? Who is your proposal for? how does this solve the client’s problem? what’s next? Avoid talking about yourself. Focus on features through benefits. Describe what actions will lead the client to solve his problems. For example: Instead of “our website about healthy eating” say: “quickly and accurately control your diet on the way to losing weight.” Clearly define the result: Bad option: “Make your business more efficient!” Good option: “Increase the number of leads and sales.” Use a short text (and a long one otherwise) when: the purchase does not cause anxiety and serious objections, the product is inexpensive, the client’s obligations are not too great. The text should raise awareness. Let this goal shape your content. 6. Add reviews. Every emotional statement needs rational support. Do you have specific requirements? Give concrete evidence. For example: “We doubled and tripled our conversion rates.” Templates: “Before joining them …” “They helped us …” “Now we can …” Learn to harness the power of social proof from the best. For example: Subtitle: “Last year alone, Basecamp helped over 285,000 companies close over 2,000,000 projects.” Subtitle: Grow Your Business. More than 11,500 companies in 70 countries are using HubSpot’s marketing and sales tools to grow. ” 7. Write a promising headline. To create a headline, state the client’s strongest pain point, the main benefit of the proposal, the desired outcome. Think of your headline as a promise. It should be unique, specific, and succinct. For example: “Create a great experience with visual content” “Find out which content works best for any topic or competitor” Try to be inspired by the following patterns: Go from (problem) to (solution). The only (offer) that (solution) is for (target audience). Use power (product functionality) without (problem). Use subheadings for clarification, confirmation, persuasion. 8. Edit ruthlessly. Edit on three levels: language, layout, message. Language: typos, grammar, word selection. Layout: easy to view. readability, context. Message: clarity, brevity, persuasiveness.

Moris Akline
About author

Speculative operations in the foreign exchange and stock market. Work with futures and indices on CME. Work on FORTS and RTS. Development of portfolios and investment strategies for clients. Knowledge of technical (price charts of various types, indicators and oscillators, trends, channels, support / resistance levels) and fundamental analysis, take note of news. I work according to my trading strategy in compliance with the rules of capital management and risk management. Development of trust management strategies. Technique of order execution, placing and changing protective stop-losses, hedging.
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