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3 Brilliant Copywriting Formulas for Crafting More Persuasive Landing Pages

You know that telling a story is a great way to write high-converting landing page copy. Thing is, you might not fancy yourself much of a storyteller. As much as you appreciate a good tale, when you go to spin one yourself, your words fall flat (and so do your conversions).

But what if there was a formula you could follow to piece together a compelling narrative that’s sure to resonate with your ideal customer?

Better yet, what if there was an entire toolbox of formulas you could use?

persuasive-copywriting-tools-and-tips-650

In our latest Unwebinar, expert copywriter and Write With Influence founder Amy Harrison shared three easy-to-follow-but-super-effective formulas for piecing together a captivating story on your landing page.

Watch the webinar recording here, or keep reading for a summary of three new formulas for your landing page copywriting toolbox.

unbounce-blog-cta-webinar-recording-Amy-Harrison

Tell a story no one’s heard before

The story you tell on your landing page should be compelling, but Amy explained that it also has to be unique:

You want to show that what you have is valuable, but also different from the competition.

Even for verticals like real estate where offerings are similar across competitors, you can still stand out by telling a different story.

Easier said than done, though, right? But Amy’s got a tool to help.

Tool: Combination Uniqueness, AKA The Headline Shaker Maker

combination-uniqueness-shaker-maker
Image via Amy Harrison’s recent Unwebinar.

The table above allows you to break down each of your product or service’s features, along with all the ways it impacts your customers: results, opportunities, problems solved and emotional benefits. And then there’s a column for adding a smidgen of urgency to your offer.

Here’s a table she filled out for a client who offers English courses for international businesses:

combination-uniqueness-shaker-maker-example
Image via Amy Harrison’s recent Unwebinar.

Amy explained that while you might have similar features to your competitors, laying out all the key elements of your product or service like this allows you to reveal unique elements that you can highlight in your landing page copy.

These were the elements she identified as being most important to her client’s prospects:

combination-uniqueness-shaker-maker-example-highlight
Image via Amy Harrison’s recent Unwebinar.

With that, Amy was able to put together a strong unique value proposition statement — which she explained is an important building block for writing strong landing page headlines in particular:

Instead of coming up with a headline out of thin air, we’re taking a couple of steps to highlight things that you know are important to your customer.

In other words, instead of having to write headlines based on everything you know about your product, you can craft it out of a few key pieces. The result? Super-targeted, unique headlines that are sure to woo prospects.

Here are some of the headlines she wrote for her client, based on the highlighted elements above:

  • Compete for (and Win) New Business Internationally with Workforce Fluent in English
  • ABC English for Employees: Helping your Business Expand into New Markets
  • See Employees Using English Accurately and Confidently in Just 6 Weeks

Amy explained that these headlines will help her client stand out from competitors offering this service, who might have plain headlines like, “English Classes for Employees.”

Her headlines are targeted to a customer’s interest, which helps the headline sound unique by striking to the heart of what the customer wants.

Or as Amy puts it:


Make your customer feel like your headline is written just for them & you’ll stand out. @HarrisonAmy
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Tell a story that cuts deep with prospects

If you want prospects to believe that you have the solution to their problem, then you need to show them that you understand that problem to begin with.

And as Amy explained, this can be achieved by speaking to your visitor’s symptoms.

Tool: Use symptoms in your copy

Symptoms, Amy explained, are “vivid situations that occur in your customer’s life as a result of the problem that you solve.” While a doctor may know that a flu is the problem, a patient uses different, symptom-based language: they describe their fever, lethargy and aching bones.

Incorporating symptoms into your copy is an effective strategy because they:

  • Get prospects nodding along with you.
  • Show prospects that you have a super intimate understanding of their problem, which makes them more likely to be receptive of your solution.

Amy illustrated with a poor example from another one of her clients, an analytics firm:

analytics-firm-problem-copywriting
Image via Amy Harrison’s recent Unwebinar.

The issue with the excerpt above is that it leads with the solution without first identifying with the visitor’s symptoms. This is problematic because the company’s competitors offer that same solution. There’s nothing to distinguish the two competitors in the mind of the visitor.

But here’s a rewrite of the above, instead leading with the symptoms of the prospect’s problem:

analytics-firm-symptoms-copywriting
Image via Amy Harrison’s recent Unwebinar.

This copy highlights a specific symptom that will get prospects nodding their head “yes” and feeling like this firm understands their problem and is uniquely qualified to offer a solution.

Amy also shared a formula for incorporating symptoms naturally into your landing page narrative:

  1. Here’s what you may have recognized (symptoms)
  2. Here’s what causing them (problem)
  3. Here’s what you need to do (cure)
  4. Here’s what’s possible if you do (results)

What does this look like in practice?

symptoms-in-landing-page-copy-amy-harrison
Image via Amy Harrison’s recent Unwebinar.

Showing this depth of understanding demonstrates to prospects that you understand where you’re coming from — and it paints you as an expert.


Use symptoms in your copy to show that you feel prospects’ pain and are uniquely qualified to help.
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Tell a story with a happy ending

As much as you want to show prospects that you understand how their problem impacts their life now, you also want to paint a picture of how things could be with the help of your solution.

Aaaand you may have guessed it, but Amy’s got a tool for that, too.

Tool: The Impact Table

The Impact Table is a tool that Amy uses to take each feature and clearly articulate what the impact will be on prospects’ lives — on both a practical and emotional level:

the-impact-table-amy-harrison
Features are hard facts about your service of product, whereas Results and Emotion are the benefits it brings prospects. Image via Amy Harrison’s recent Unwebinar.

As Amy puts it:

An Impact Table gives you an at-a-glance view of the transformation you provide to customers – while showing how you do it.

Here’s the Impact Table in action, using an example of a conference company that holds many conferences each year. Note that Amy filled the table out for a single feature:

the-impact-table-amy-harrison-example
Image via Amy Harrison’s recent Unwebinar.

Amy explained that looking at these individual elements makes it easier for you to then build out sentences for your landing page:

impact-table-build-sentences
Image via Amy Harrison’s recent Unwebinar.

Here’s an example of copy that she put together for the conference company, based on their Impact Table above:

impact-table-build-sentences-example
Image via Amy Harrison’s recent Unwebinar.

Using the Impact Table ensures that you write landing page copy that speaks to the things that customers are truly interested in. And Amy encouraged attendees to be as specific as possible:

The more specific you are, the more persuasive your landing page copy will be.

Will your landing pages have a happy ending?

Most authors won’t sit down to write a story without having some vision of the beginning, middle and end.

Similarly, before you can tell a unique and compelling story on your landing page, you need to know all your plot points: the things prospects need to hear in order to convert — which is exactly what Amy’s copywriting formulas will help you uncover.

Happy writing!

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About Daniel Rodgers

A lot of news that you will not see in the paper. A lot of technology that is coming out that will not see in the paper.

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5 Key Traits of the Best B2B Influencers

Traits B2B Influencers

Traits B2B Influencers

Marketers are still asking, what is B2B influencer marketing? Here’s a definition I’ve been using over the past 5 years or so:

B2B influencer marketing is activating internal and external subject matter experts with engaged networks to advocate and co-create content of mutual value that drives measurable business goals.

As the groundswell around influencer marketing rises and becomes a normal part of the B2B marketing mix, the volume of information and misinformation on the topic also increases.

One of the most popular questions people also ask about B2B influencer marketing focuses on what makes a good business influencer? By now we all know that popularity alone does not make someone influential. It’s certainly important, it's just not the only thing.

As B2B marketers mature in their understanding of the role influence plays and how the dynamic of brand content co-created with industry experts plays out with customers, they begin to realize that other factors matter. Topical relevance matters of course as well as resonance of the topic amongst an influencer’s community.

B2B Marketing Influencers

The intersection of individual expertise, how well that expertise resonates with followers and the size of network creates a baseline of characteristics when evaluating whether a certain influencer might be a match.

But there’s more than that. Understanding what makes a great influencer is both art and science, soft and hard skills. The success of identifying, qualifying and engaging influencers is also directly tied to how they will be engaged and to what end.

Some people reading this might think that influencer marketing isn’t the magic pill some are playing it up to be. There’s a reason for that, because it’s not magic. It’s more like alchemy.

The reality is, there’s no one formula for the perfect B2B influencer, but there are some common characteristics that B2B brands should look for in varying proportions according to what’s important to a program or activation. I call those characteristics:

The 5 Ps of B2B Influence

Proficiency - In B2B marketing, the vast majority of those considered influential possess deep expertise in the field they work in. This is a significant difference from many B2C influencers who are often self proclaimed as influential with clever media creation skills.

As B2C influencer content and engagement tactics evolve, some are crossing over into B2B with a trickle of opportunists successfully creating influence amongst B2B audiences not solely for their expertise, but for a combination of adept social media content creation skills and some expertise. B2B marketers who do their due diligence will be able to filter accordingly.

Popularity - While network size is not the only thing, nor is it the most important thing, it is definitely a metric to consider. Some marketers swing in the direction of ignoring audience size altogether because of lower engagement rates with popular influencers. This is simply foolish. All things being the same, I’ll take 2% engagement of an influencer with a million followers over 2% from someone that has 1,000 followers.

What matters is how network size factors in with the type of influencer you need. For example, popular influencers aka “brandividuals” are often best for top of funnel content. Niche domain expert influencers are better for middle and end of funnel content. Engaging a brandividual and expecting conversions is just naive.

Personality - If you’ve worked in B2C influencer marketing and been exposed to all the characters there, B2B is going to seem a bit dry. Now there are some colorful characters in the B2B influencer community, no doubt. But personality is often a trait that needs to be uncovered when you’re working with some types of business influencers.

The good news is that savvy influencer marketing practitioners know how to plant the seeds that can grow and blossom within an otherwise introverted influencer. You don’t need them to be a colorful character, ripe with personality per se, but you do want them to connect with the passion they have with their craft and how their expertise can help others be successful.

Publishing - Content is the media that conveys the ideas of influence and while B2B influencers are not expected to produce the same types and quantity of content as in B2C, it is ideal when there’s a platform where the influencer publishes. At a minimum, that would be social networks but to be a B2B influencer, it’s most likely that also includes articles contributed to publications if not research, books and presentations.

Promotion - The value a B2B influencer brings beyond adding expertise and credibility to brand content is the ability to share what they helped create with their network. Trust of brand content is at a low, especially with advertising. Customers yearn for authentic content and the right kind of influencer collaboration can give them that, delivered via the influencer’s own distribution channels. That means social networks for course but also potentially blogs, email newsletters, podcast, LinkedIn Live, contributed articles or columns in industry publications.

I know some people reading this are thinking there could be even more P’s like being Prolific, Persuasive or Passion. Yes, there could be so many more but we have to draw the line somewhere! It's important to be able to manage the data and insights necessary to factor these characteristics into selection, qualification and engagement.

Some of these traits will not fully reveal themselves until you work with an influencer on a few content activations. Others will fluctuate over time and that is normal. It's important to understand that influence is a temporal thing. It is not fixed or permanent. It’s important marketers realize that before they disengage an influencer in the short term due to lower performance. The same goes for high expectations after great performance.

Organic influencer engagement is a little dynamic and what you don’t spend on paid influencers like an ad buy you will (in part) need to invest in relationship management, education and even tips that will help the influencers be more effective.

B2B brands with high influencer churn or low performance often apply “ad buy” perspectives to a what is actually a relationship driven effort. Mismatched expectations are not helpful for anyone, so think about the 5Ps as you evaluate and nurture your influencer community. Consider where of each your ideal influencers need to score on the 5 Ps in order to be a good match for the kind of activation you have in mind.

When there’s 5P alignment, there's happiness: for customers, influencers and your B2B brand.

The post 5 Key Traits of the Best B2B Influencers appeared first on Online Marketing Blog - TopRank®.

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