ses london 2012 - karl blanks - landing page optimisation

Copywriting for Conversion Dr Karl Blanks Chairman (and Resident Rocket Scientist)

London | 20–24 Feb, 2012 | #seslondon

What you’ll get from this talk

Proven strategies for increasing sales

How to get someone else to do it for you

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A template for ensuring your writing is effective

Step 1: Become able to sell the product face to face

Your robot salesperson will be no better than its creator

Mental shopping list This site looks relevant—like it will provide what I’m looking for (i.e. will

satisfy my visitor intention).

I believe that this is the best site of its type, so I won’t be considering the competitors, (which include doing nothing and ordering offline).

I can easily find what I’m looking for

I understand which product is best for me, because the site makes clear recommendations.

I believe that this type of product is what I need.

I believe that this particular product is what I need.

I believe the claims that the site is making, about the company and about the products, because they’re supported with proof.

All of my miscellaneous product-specific objections have been overcome

I found the whole experience pleasurable, and I’d happily do it again.

Don’t start writing until.. You know everything about the product You have bought and used the product with your own money You can understand why people buy it You could sell it to yourself or friends You know all the objections and have great counter-objections You have gathered proof to support all your claims

Step 2: Write it down

The act of writing turns many a genius into a moron

Write like a human

Use at least as many words as you’d use when selling face to face

Be concise

designsensory.com/pws/

Five most important aspects

1. The “angle”

With your permission, I am going to make an analysis of the soil of your lawn to determine—at my own risk and expense—what elements are lacking in it, what you need for stronger, healthier, more closely grown turf.

Angles

Main benefits—and how they’ll be reached with certainty and ease

For inevitable, high-risk sales: The perils of making a mistake

Entering the conversation that’s already going on in the prospect’s mind How to buy X How to choose between vendors The guarantee The offer The proof The urgency Anything else from the mental shopping list

2. The things that get looked at first

3. The offer(s) and calls to action

4. The weakest aspects

5. The proof

Outsourcing or delegating your copywriting

Someone with a track record of getting wins

Ensure each change is split tested

Ensure the person follows this process

Need someone who can sell (would you buy from them?) write (can you understand what they write?)