Home / Internet Marketing News / BLUF: 4 Examples of High-impact Copy Inspired By this Military Tactic [+ Free Downloadable Worksheet]

BLUF: 4 Examples of High-impact Copy Inspired By this Military Tactic [+ Free Downloadable Worksheet]

Woman morse code
Imagine you’re tapping out a telegraph the next time you write your landing page copy. Image by Everett Collection via Shutterstock.

Right before the Titanic sank, at around 1:00 a.m. on April 15, 1912, somebody sent the following telegram, an incredible — albeit sad — example of BLUF (Bottom Line Up Front):

CQD CQD SOS SOS = FROM MGY (RMS TITANIC) = WE HAVE STRUCK ICEBERG = SINKING FAST = COME TO OUR ASSISTANCE = POSITION: LAT 41.46 N. = LON 50.14 W. MGY

BLUF is originally a military communications technique, in which the conclusion — the most vital information and actions — is placed right at the start.

As a copywriting tool for your landing page, BLUF is effective for a few reasons, including:

  • highlighting your best copy right away,
  • reducing the likelihood of people bouncing due to lack of clarity and
  • giving the reader what they need to make an informed decision (respect people’s time and intelligence and they’ll respect you).

Look at this example from the Starbucks website:

Starbucks ad
Starbucks proving that sometimes less is more.

When the folks at Starbucks released their Italian-Style Ham & Spicy Salami sandwich in January, they knew that all they really needed to do was show the sandwich and tell you what’s in it. Throw in some colorful words, like handcrafted, splash and tangy, and you’re salivating.

This is BLUF. Starbucks has given you everything you need to know about whether this sandwich is for you, all in about 30 words. If you really want to “Learn More”, you can  (it has 480 calories and little pickled peppers, if you’re interested).

Now that you know what BLUF is and have some idea of how it works, let’s look at some more examples, and then how to put BLUF into practice on your own landing pages. Get ready to nerd out.

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BLUF example #2: Gumroad

Gumroad landing page
Gumroad’s landing page is a strong example of BLUF, giving visitors the pertinent info they need right up front.

What is Gumroad’s BLUF?

Sell music directly to your listeners.
See higher conversion, lower fees and more customer control.

Gumroad’s bottom line is that it allows musicians to sell directly to listeners. That might be enough for some people, but the landing page includes some key features of the service, like lower fees and the possibility of higher conversions. If you’re a musician, Gumroad is sounding pretty good by now, so the next logical step is to attempt to seal the deal by inviting you to sign up for free.

There’s more information in the page section below if you’re in need of a bit more convincing, but essentially everything you need to know to make a decision is right there up front.

BLUF example #3: Human

Human landing page
Human recognizes that we humans have very limited attention spans.

What is Human’s BLUF?

Human’s BLUF is even simpler than Gumroad’s; its app will encourage you to do 30 minutes or more of exercise every day. It’s a fitness tracker that feeds you little nuggets of praise, pushing you to do more.

Like Gumroad, the copy on Human’s landing page passes the Blank Sheet of Paper test, giving visitors only the bare necessities in order to make a decision.

Again, the call to action mentions that the app is free to download, making it harder to refuse.

BLUF example #4: Dyson

What if the thing you’re offering is complex? Further, what if you want to highlight the fact that it’s complex, but still have people understand it? All the more reason to use BLUF. Nothing changes.

The Dyson team prides themselves on making things that are intuitive and easy to use. They also want you and the competition to know that there is absolutely nothing else like a Dyson. They’re not shy about giving you the technical details, but look at how they do it.

This unique 360 vision system uses complex mathematics, probability theory, geometry and trigonometry to map and navigate a room. So it knows where it is, where it’s been and where it’s yet to clean.

What is Dyson’s BLUF (and what else have they done right?)

Dyson landing page
Dyson effectively blends simplicity using the BLUF tactic with the complexity of it’s high-tech product.

Nobody who’s just looking for a bog-standard vacuum cleaner is going to be interested in the ins and outs of the 360 Eye — or its $1,200 price tag. The people who are interested in this cleaner are gadget geeks and tech brains with money to burn.

The folks at Dyson know that, and they sell based on the vacuum’s features. The bottom line is that the people who are most likely to buy the 360 Eye will be attracted by certain words and phrases, like “robot navigation technology” and “probability theory.”

Dyson knows that the people who buy this cleaner will want to stand and look at it with their friends and say,

It uses trigonometry to figure out that it still needs to clean near the fridge.

Plan your copy using BLUF

Planning what to write on your landing page with BLUF is easy.

If I’m a visitor to your landing page, I have a specific need to fill. I want you to:

  • show me how your offering meets my needs (whether it’s a car alarm or a cake decorating set),
  • give me reason to think that your thing is better than everyone else’s and
  • invite me to learn more, sign up or buy.

If I want to know more, I can scroll, but if you can fulfill my need convincingly right there in your opening, I’m less likely to visit somebody else’s landing page, right?

Consider this: How often do you stare at an article or landing page and have no idea what you’re reading? Let’s avoid that.

Exercise: Learn how to BLUF

This is just for fun, so don’t panic. Thinking about the examples above, pick a product or service (your own or someone else’s) and have a crack at this. I’ve filled it out for PayPal as an example:

Words/phrases you associate with this product/service Problems this product/service solves Things which make this product/service better than the rest
Money, finances, security, payments, safety, ease, simplicity, universal, send, receive, business, invoice, used by millions, trusted, fraud protection • Sending and receiving money safely
• No need to hand over bank details
• Trade in different currencies
• Keep track of business payments
• Can receive payments/send invoices to people who don’t have PayPal
• Work easily with any currency
• Access your money anywhere in the world

Visualizing your thoughts and features like this starts to give you an idea of what your conclusion, key points and actions might be. It’s the framework for your BLUF copy.

We’ve now got plenty of material to create a PayPal landing page with. We might say something like:

Send and Receive Money Safely
Access your money anywhere. Trade business invoices in any currency.
Start trading today

Outlining your copy first can be useful for informing your design. It’s something that copywriter Alastaire Allday talks about in his ebook, Think Like a Copywriter.

Wrapping up

The essence of BLUF is about giving your reader the information they need right away, and allowing them to make an informed decision about a follow-up.

While being so scant in your introduction may sound scary, just like in dating, confidence pays off big time. It’s much easier for people to buy into your idea when you’re completely behind it yourself. You still need to be descriptive, but highlight your best parts straight away. Don’t beat around the bush.

Good luck using BLUF to take your landing page copywriting to another level.

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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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