This video walks you through one of the best landing page copy examples.
Recently I helped Jake (thanks my friend for giving me permission to share this) tweak his landing page copy.
You will discover how this landing page transformed from being extremely cluttered and unclear to an easy-to-understand landing page that is set up to convert.
related: The Simple Way for Writing Copy That Works(Opens in a new browser tab)
It’s clearly in the best landing page examples category.
I think landing page design is important. But the design, button color, etc IS NOT the reason people opt-in.
What makes people convert is the promise
It’s the congruency from the first call to action they saw (where they’re coming from to your landing page).
Discover how the 60%+ opt-in funnel works with this step-by-step deep dive walkthrough training so you can model and apply it to your business
1. I’m giving away a spreadsheet. Big deal. But the promise of calculating profit first deposits (that’s the product btw) automatically is what people WANT. They don’t want a spreadsheet.
2. A secondary promise; “your profit first accounting will be easier using this spreadsheet”. This works because MOST people HATE accounting…but it’s necessary. And this is painting a picture of a better future.
3. I share my story – a SHORT story that empathizes with my prospect. I know what they’re going through…so they realize that I know how they feel. And WHY I created this FREE spreadsheet. I’m giving them a solution that works for me.
4. The button text. It’s in first person. “Give ME the Spreadsheet”. Not download now, click here, or Get the spreadsheet. 
I’m not saying those other phrases don’t work.
But after all this time, this landing page consistently gets +60% opt-in.
The SINGLE reason this landing page works is that people coming to it are ALREADY “sold” on getting the freebie.
Whenever I talk about a niche business it never fails for someone to ask; “Why Niche Down? My product can help everyone”
Here’s a great answer;
“Because years ago, there were fewer brands, no social media and less advertising.
So it was ok to try to be everything to everybody. And you didn’t need a niche business.
But today there are too many competitors. You have to take a position. You must carve out a niche even if you lose a few by doing so.
Unless you already have an established position as being everything to everybody, it’s marketing suicide to serve an ‘everyone’ niche.”
It comes from my Find A Niche FREE mini-course.
Remember. The key to marketing success is about knowing exactly what your customer wants.
But in a good way.
Because most people realize their marketing message is too broad and they aren’t attracting the attention of the right people.
That said…
From my experience, there’s a bit of confusion about what ’niching’ down to create a niche business really means.
Here’s a quick explanation.
When I talk about a niche business, it’s not referring to the actual product per sa’
For example.
Dove for Men is not for men 20-30. It’s for men who want a body wash that keeps them fresh and clean while still feeling “strong”.
Dove is ALSO for women. They want soft skin that is nourished from a body wash that’s free of chemicals.
Dove for men is rugged bold grey colors.
Women’s Dove is clean, white, refreshing.
Soap that is gentle and chemical-free is a niche business.
When it comes to the products…
…it’s ALL positioning. Marketing. Packaging.
But…
it’s also Niching down 🙂
It comes down to building your business a step at a time.
Coca-Cola began with ONE soft drink.
Now they have water, flavored coffee, iced tea, juices, power drinks…you name it.
The biggest problem I see with clients adopting a wider mindset is they try to market and do it all at once.
You don’t become Coca-Cola overnight.
When you are building a niche business to hold a position in the market, offering other products and services could easily confuse the market.
For MOST of us. The ones who don’t have deep pockets (yet) to invest in massive advertising campaigns.
So all I’m saying is pick the EASIEST market/niche to serve first.
Get your position established and your sales process working.
Then add an adjacent niche business and market after that.
This is a good copywriting ‘fix’ to electrify your sales copy.
Even if you’re a beginner or don’t like writing.
Check it out.
I’m sure you know the importance of ‘future pacing copy’ for good copywriting.
’Painting the future’ for our prospects so they ‘see’ themselves having achieved the result. And living their ‘new’ life is a key component to influence and persuasion.
So I want to share a little ‘tip’ I look for whenever I’m helping someone tweak their sales page.
Let’s say you sell a weight loss program.
You want to sign on new members.
. . .
“When you join the Joey Minimizer program , you’ll lose 10 pounds of belly fat in just 30 days. You’ll feel more confident when you go out. And best of all, you will be supported and encouraged if there are days when you feel like quitting. This will finally be the program that sheds those extra pounds!”
. . .
(btw, I’m not a weight loss expert and couldn’t tell you if any of this is true…it’s just an example to teach my point)
Now.
That first one is an “ok” example of good sales copy.
And even though it’s not the “best” copy ever written, it’s still good copywriting. I’m sure you can see the ‘future pacing’ I’m doing.
But we want to make it better.
. . .
“On the first day of the Joey Minimizer program you do a simple, low impact exercise. It only takes 10 minutes.
And you realize this isn’t so hard after all.
You realize it’s not like all the other programs that throw you into a super-hard…disruptive…painful exercise routine from day one.
No.
You’re actually looking forward to day 2.
But you think ‘it can’t be this easy’.
So you jump into the support group. You read through some of the posts from people who are a bit ahead of you.
Yup.
They’re saying the same thing.
They can’t believe how simple and easy this program is either.
Reading the results from others inspires you even more. So you know you can lose 10 pounds too.
And you’re happy about your decision to be here.
Because you’re already feeling more confident than you did yesterday.”
. . .
anyway, I could go on and on and on.
Read through the two future pace copy examples one more time with this lens;
The first one is about what CAN happen. The focus is on a promise – a hope.
Classic future pacing.
But the second one, tells the story about what IS happening.
It’s in the PRESENT tense.
Which means in good sales copy, the reader can ‘see’ themselves in the ACT of DOING.
Why is this important?
Because in the second ‘future’, I remove the CAN HAPPEN…and replaced it with this IS HAPPENING.
Cool, right?
Which means YOU can turn any copy you have right now by changing the tense. Then you’ll have future pace copy in play.
Read through your own copy and adjust it to make it “happening now”. As if they’ve already bought your stuff.
Which brings me to a hidden psychological secret.
When you future pace in the ‘present’ tense, the reader is in the place of “as if”.
“As if” they already bought from you…
And this is one of the best good copywriting tips I’ve learned.
In short, you remove the “buying” part…and jump straight to the “using” (your product/service) part.
Now that you know how to future pace, here’s The first thing to do when writing copy for sales pages(Opens in a new browser tab)
Hope this helps.
Let me share a simple copywriting checklist with you.
I refer to it EVERY time I write.
And I know it will help you write effective copy too.
It doesn’t matter if it’s for a landing page, full sales page, Facebook ad or even your webinars…
It will work when you start using it today.
Get to the point immediately.
In your first 50 words:
Does your prospect know what you can do for them?
Next.
Do you tell her what she’s getting and how it benefits her life?
Do you explain why it’s important to do it NOW?
Does she know what your offer is?
Now.
Those 4 points are critical.
Let’s roll back to the top of this post and see how I did. 😉
(Ok, there’s no real “offer” except for the fact I’m giving you the checklist – but we’ll let that slide)
BTW, you can get my Best Copywriting Tips right here (Opens in a new browser tab)
Onward.
Which means make EVERYTHING about them.
The way I do this is by asking the simple question: “is this headline, sentence, word, phrase, about me?”
If it is, I reframe it and make it about them.
Let me share an example.
Here’s a paragraph that’s ALL about me.
“…because I’m behind-closed-doors with some of the smartest and most successful marketers in the world.”
Now let’s change the perspective. And we’ll change it to benefit the customer:
“Because I’m behind-closed-doors with some of the smartest and most successful marketers in the world, it means you get ‘insider’ information that puts your marketing on the cutting edge”
As you can see, the paragraph is still about me…but there’s a HUGE benefit to the reader – so you can do the same thing with your copy if you want to highlight your expertise, or why someone should buy from you…etc
Finally…
You already know that speaking to ONE ‘representative’ (read: avatar) is super important.
So I keep this in mind every time I write too:
“Is this for Sarah?” or is this for “Sarah, Jane and Joe?”
It’s easy for us to want to write for EVERYONE.
But don’t be tempted.
🙂
There ya go.
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