Copywriting

Them chapter won't tell you what to write, but it will guide you on where to aim and show you what others are doing. To be honest, copywriting could be a course on its own, so I thought why not mix things up One ask my friend Harry Dry, who literally has a copywriting course, what is the 1 piece of advice you'd give for writing landing page copy? Here's what he said. Robert asked for for 1 tip, and I didn't have to think.

Page 222 of a book written in 1923 by this guy, Claude Hopkins. There is 1 simple and right way to answer many advertising questions.

Ask yourself, would this help a salesman sell the goods? Would it help me sell them if I met the buyer in person? A fair answer to those questions avoids countless mistakes.

Essentially, if you would not say it, if you met this person in real life, you do not say it in print. You do not say it on a Hope page. I'm gonna pick up the camera and and and show you this. Advertising, copywriting is is salesmanship. So you know when Steve Jobs

was trying to was trying to sell the iPhone? He got an envelope, a Manila envelope, and he did what? He put the phone in the envelope. He didn't it all the iPhone is really thin. He stuck it in the envelope Show we could see it's thin. That's salesmanship. Alright. Let me spin this around. Starling. Alright? They didn't say it's effortless setup for instant connectivity.

That's not selling. What they what they wrote is plug it in, point at the sky. Directions work in either order. So imagine imagine you're a salesman and you you walk up to the door

of the damn house One you put your product in your hand. You're not gonna show them, like, pictures of a illustration trying to dig a hole. You're gonna get out a Page, Ground your copy in reality. Let's just see if I can give you 1 more example.

Yumwuf. Tasty ingredients. Okay? It's tasty. Love got some dog food, and it's tasty. How can I how can I sell this? How can I so I walk up to the door? I got my my dog food in my hand, and I'd say it's all ingredients you'd eat. And I'd get out the food, and I'd stick a piece in my mouth to show that. And if you're wondering why it's so red, I've got a red light thing. I'm not just a weird filter. Anyway, over and out. I'll leave you a Rob. Before we dive in, I wanna emphasize that it's impossible

to nail the perfect copy on first try. Start writing, then clone it, tweak it, move it, and compare everything side by side, step away, come back and tweak it some more. Only by repeating this process over time you'll find your copy improving. So the goal for this chapter is to set a solid baseline for your Landing Page Hope, then once you've added social proof and proper visuals

you can reassess how the copy feels within the page and tweak accordingly. Here is Jeff from MugMonk on how he approached the copy on his analog landing page that sold over 35,000 units. The way that it looks and the way that it sounds and the actual words all play into it. So writing this copy in a Google Doc and just writing different phrases might sound and look a certain way. But when you mock it up on a page in Them specific font, in Them specific size, next to the specific image, the copy has a different

harmony in the way that it's working with the other things on the page. So, like, sometimes it just looks raw. Right? Like, we look at words and we say, like, those letters, the the sound that they make, the way that the letters look on the page just don't roll off the tongue the way they did on the Google Doc that made so much sense. So I I like to really bring in the design aspect of copywriting where I wanna see it on the page. I wanna see where that line break is gonna hit. I wanna see how it looks on mobile.

And those things have all played into, like, the copywriting side of it where it's not just the literal words. It's the words plus how they look and how they sound and how they feel on the actual page. So when I get stuck into Landing page copy, I try let these 3 t's guide me. Transform, tighten, and tailor. Transform is to aim for where you'll take them. Tighten is to keep it direct, removing fluff or fancy words. And tailor is to make the visitor feel like your offering was destined for them. I'm not saying all 3 must be applied to all copy, but try to keep the 3 t's in mind while fleshing out your copywriting.

Transform, tighten, and tailor. Let's run through them with some examples. Simply put, transformation is them now changed into someone happier, healthier, smarter, wealthier, etcetera.

A title Landing Page Gurus will advise you to start your big headline copy addressing your visitors Rob. I challenge it One think landing pages are stronger when they transport your visitor to where they wanna be as fast as possible. They're much closer emotionally to where they wanna go and don't have to relive where they are now. YouTuber Ali Abdaal launched a side hustle called Hey Friends, where his team helps other YouTubers with production heavy lifting Love editing and thumbnails.

In his Landing page headline text, he didn't try and address the problem with something like struggling to manage all the parts of YouTube production. He focused on where they wanna be and that's growing. So he wrote, unlock effortless YouTube growth with your own world class content team. So let's swing back to your Landing page exercise and absorb what you wrote to the right. Who they become and how they feel, this is where you should aim with your copywriting

tone. So if you're selling a course teaching Notion, remember that learning Notion is what you offer, and you would put this below your page. But to the right is your student after they've completed the course. Proficient in Notion, more productive, and likely saving time. So with the lessons applied so far, your headline copy is not learn Notion in 60 minutes. It's be more productive by mastering Notion or streamline tasks with the power of Notion. Notice how this focuses on the outcome

and not just the process. Moving on to tightening the Hope, campsite founder Brian Love shared that he talked to all of their customers. And 1 of the main ways that they described campsite versus other tools in their space is that Slack is chaotic, while campsite is organized and thoughtful. The headline did not read distracted by annoying Slack notifications. It reads conquer communication chaos,

transporting the visitor into a position of conquering Them overwhelming work environments. Also Hope the 3 words using alliteration to help make it more memorable. If your headline currently uses any subjective adjectives Love awesome or excellent, strip them out. The goal is to reduce all copy into a clear

digestible form. And the last t is tailor, where the headline makes the visitor feel the offering was tailored just for them. Another way to think of tailor is the tone you use. For example, if your audience are young and fun, the copy tone shouldn't be serious. And vice versa, if you're selling security software, your tone shouldn't be fun. It should be serious, strong, and confident. This would help make the visitor feel the product was more aligned with Them serious situation.

So let's apply all 3 t's to a fictitious landing page headline selling an SEO course. Let's start with an awesome guide to learning SEO. Then by tightening the copy and removing subjective adjectives like awesome, plus shifting One to your directly addressing your Page visitor, we have

your guide to learn SEO. No time cloning the copy to apply changes and not replacing Landing visual progress. Now apply some transformation,

your guide to master SEO. Let's experiment by tightening even more. Master SEO. Not bad. I quite like that. Let's now dig into our notes to try and help tailor this headline. Let's try surface where they wanna be or who they wanna become.

So they want organic traffic, passive marketing, and they want to outrank competitors. So I spun these up. Outrank your Google competitors, rank number 1 in Google, set up passive marketing, and increase organic traffic.

Okay. We're getting somewhere. Stepping back, I wanna make an assumption people landing on the page know that this is a SEO course. So as much as I enjoy master SEO from earlier, it's too obvious. What my potential customer really wants is to outrank their competitors. So I'm picking outrank your Google competitors, but I'll refine it even further with a strong

outrank search competition. Within modern Landing Page Hera designs, there's this cheeky and very useful component called eyebrow text where we can summarize exactly what the offering is, a search engine optimization course, crystal clear. Once your product is established, this eyebrow area is great for social proof like Landing, but we jump in the gun. Now for the sub headline, we use this as a short overview for any features and benefits.

Learn how to rank number 1 in Google with this comprehensive video course will do. Let's add some ticked bullets for complete in an hour and 12 video course. Then we'll add an actionable CTA button saying buy course and a placeholder for a preview to the right, rounding off a conventional Landing Page Hero Layout. If you're thinking right now why do I have to conform to these norms? You don't have to, However, know that your visitor is used to Them, and it does work. But let's take a look at the hero area of Page Habitation who do modular houses. If we applied the above advice, we'd have the eyebrow, big headlines, subheadings, CTA, and alongside image. But Base said Hope, and they broke the conventional layout. They moved everything to the hero corners and integrated a gorgeous looping background video.

So Them affluent target audience arrives at the page and immediately feel calm, transported to above the moving water. This fabricated serene feeling aligns

with where base want to take you. Peaceful, remote living in tiny corners of big beautiful areas. What a first impression. Okay. Now it's time for you to apply the 3 t's to your hair area and the rest of the page. Remember, this is for a baseline where you'll refine it all at the end, but don't hesitate to test bold ideas.

Once you're happy, let's move on to strengthening your pitch with social proof.