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Talk by Karl Blanks at SES Conference & Expo in London, February 2012, on Landing Page Optimisation
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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?)