Last Friday I participated in Page Fights: Copy Edition.
Covered a lot of material critiquing ten landing pages in under 40 minutes. And would sum everything I said in this simple statement:
Your landing page copy is nothing more than a conversation with your ideal prospect.”
Your landing page copy is not some random facts about you or your product. It’s a conversation that begins with an understanding of what is in your prospect’s mind.
And you enter that conversation by saying, “Hey, you’re not alone.” The four most powerful words in our language (sans “hey”).
Once you have her attention, then you make her feel like you care. Like you really understand. That it doesn’t have to be this way. That there is hope.
So you paint a picture of what her life will be like if she takes you up on your offer. You show her a better version of herself.
Then you prove you can deliver on your promise. That you are someone she can trust.
Finally, tell her what to do. Push her in the right direction.
Every single word should support and advance that conversation. If it doesn’t, cut it.