[Unwebinar] How to Write Killer Landing Page Copy

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Amy HarrisonFounderWrite With Influence

How to Write Killer Landing Page Copy

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Amy Harrison

FounderWrite With Influence@HarrisonAmy

How to Write Killer Landing Page Copy

It Doesn’t Start With Headlines, Bullets and Calls to Action…

It Starts With Your Story of Persuasion

@morys @unbounce #unwebinar

Landing pages are just like blockbuster

movies…

The same elements are used to tell a different

story each time.

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To tell a great story, you need to start with all of the pieces to hand

Start with all the pieces… …then put them in place.

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What happens if you start writing WITHOUT the pieces to hand?

• Repetition = invisible copy

• Missing elements = low value

• Copy that sounds like everyone else

The Power of a Persuasive Story is More Natural Than You May Think

Go on… you know you want to…

• You’ve never seen anything like it

• This is perfect for you

• Everyone’s doing it

• You’re going to LOVE it

• It’s SO easy

• You’ve never seen anything like it (USP)

• This is perfect for you (Symptoms)

• Everyone’s doing it (Social Proof)

• You’re going to LOVE it (Benefits)

• It’s SO easy (Ease-of-use)

You’ve never seen anything like it(USP)

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Compete for (and win) more international business with a workforce fluent in English

ABC English for Employees: Helping your business expand into new markets

See employees using English accurately and confidently in just 6 weeks

• Put all the pieces of your story (puzzle) in front of you

• At this stage DON’T self-edit, get everything down

• Highlight the ones that matter most to your customer

• Use these pieces to create strong value proposition statements

This is perfect for YOU(Symptoms)

@MPatterson22 @unbounce #unwebinar

“Choose this product to align syndicated and point-of sale data in multiple

countries and from a variety of data sources and time periods.”

Analytics Firm(Cure)

“Are you struggling to reconcile product data in different countries and

currencies? If so, click here to see how [product name] can help”

Analytics Firm (Symptom)

Using symptoms in your story of persuasion

1. Here’s what you may have recognised (Symptoms)

2. Here’s what’s causing them (Problem)

3. Here’s what you need to do (Cure)

4. Here’s what’s possible if you do (Results)

If you’ve been seeing regular results from your training but have now hit a plateau (1), we can help. Repeating the same

or similar workouts is often the cause of getting stuck asthe body needs a variety of work outs to keep improving. (2) We provide tailored exercise plans and change them every

three weeks. (3) You get a workout that feels fresh and challenging each and every time and our online app lets you

track and see your fitness improve week after week.(4)Long copy

ABC Analytics is for you if:

• You can’t reconcile data easily between countries• It takes 3-4 weeks for full performance reporting• It’s a challenge to calculate ROI on trade promotions• You don’t have the distribution insights to accurately

predict future sales trendsBullets

You’re Going to LOVE it (Benefits)

Why You Should Never Write Copy Without Your Impact Table Nearby

Using your Impact Table to write better copy

You get this / this is what we have

(which means)

You get these results / see this impact

(which means)

You feel like this

Your Story of Persuasion Handout

• You’ve never seen anything like it (USP)

• This is perfect for you (Symptoms)

• Everyone’s doing it (Social Proof)

• You’re going to LOVE it (Benefits - Impact Table)

• It’s SO easy (Ease-of-use)

Your Story of Persuasion Handout

Practical copywriting skills and techniqueswww.writewithinfluence.com

Copywriting coaching and writing serviceswww.harrisonamy.com

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