Your headline is a big promise. A big idea that hints that here is something your reader really, really wants (and can get from you).
For example, you may be selling a wildlife camera, but the big idea is: "You've got more neighbours than you think". Avoid headlines that only provoke curiosity. Tease ONE little known (BUT interesting) emotion, idea or physical sensation of using your product or service. Then let your supporting text beneath the headline clarify the BIG claim.
Add here logos of your biggest clients.
Because social proof gives you credibility.
Now that you grabbed your reader's attention you need to interest them enough to keep reading. The best way to do that is to expand on the claim you made in your headline. Try explaining the problem your product or service solves here.
Because you want to generate empathy. So add lil more fuego to the pain dramatized in the headline. Write from the consumer’s perspective. Avoid jargon. Write with your ears, use the same language your target audience uses. And position your product as the obvious solution to their problem.
Highlight the number ONE benefit of using your product.
The ONE BIG REASON to buy your product. Be specific and convince the reader why your product delivers the promised benefit. This should be an emotional benefit like, "how does this product make me feel or look?".
"Place a real testimonial from one of your favorite clients here."
- Client name, CEO at Company Name
Give the reader a second reason to buy your product.
And also prove them in some way that your product does what you say it does. This benefit is not as big as your number ONE benefit, but it is reason enough to persuade the reader to buy your product. This should be a functional and specific benefit. Like, "saves you $1,040/year", "Saves You 10 Hours a Week", "Learn how to code in 12 weeks." These are just examples, but you get the point.
"Place another real testimonial from one of your favorite clients!"
- Client name, Chief Marketing Officer at Company Name
Show why your product is remarkable, and what your readers can do with it.
This should be a benefit to the consumer based on a product feature or a physical characteristic that makes your product special. Highlight specifics— facts, special features or anything the reader needs to know to make a decision. Remember this: In 2001, when Steve Jobs introduced the first iPod to the World, he didn't pull it out of his jeans pocket and say, "The iPod. A 5GB MP3 player". He said, "The iPod. 1,000 songs in your pocket."
"Place here another real testimonial from one of your favorite clients!"
- Client name, Lead Developer at Company Name
Close with a strong call to action persuading the reader to act. For example, if you’re selling a SaaS accounting tool a strong call to action is: Restore your faith in accounting.
Remind the reader what’s in it for them if they buy your product.
Copy Ipsum is a copywriting framework to help business owners structure their landing pages to capture attention, delight visitors, persuade customers, and maximize conversions.Created by Miguel Ferreira from Teardwn.
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