Roberta Rosenberg is one of the best copywriters in the business and yesterday she gave 10 tips on how to write awesome landing page copy. Here are my top 3:
Copy That Converts
- Write in the 2nd person – This means using words like You and Your instead of I and We. By default this will help you write with you user in mind. How a feature helps them. What benefits your product/service confers upon them, etc.
- Write for clarity and persuasion – No matter how witty or clever you think your copy is, it will convert better if it’s clear and persuasive. If you find yourself admiring your writing prowess, you need to rewrite it. And also, if you need even more simple guidelines remember that Flint McGlaughlin of Marketing Experiments trumpets the phrase “Clarity trumps persuasion” (and here’s the data to support his claim).
- Don’t ask for what you don’t need – How many fields do your forms have? Do you need every single one (emphasis on need, not want)? Could you get that information during a followup call instead?