The Best Copywriting for Your Landing Pages
Zack Greenfield • November 16, 2022
On this video I want to talk to you about the best copywriting for landing pages. It's an art and it's a science, and it's copywriting. Stick with me and I'm gonna share with you what I know.
Copywriting is a whole monster in itself, and I can tell you I've spent a lot of time reading and studying, going back a couple of decades now on copywriting and word crafting for sales and so forth. And here's what I can share with you that I think gets you at least in the right direction without this video being ours. In fact, it could be an entire course because copywriting is such a deep pool of knowledge to get invested in. But I can tell you if you're into sales and you wanna market your business and you wanna send great emails and you wanna be able to understand what the best text is to have on your pages and everything else, cuz everything is in the communication sphere these days, especially online, you've gotta be able to do a good job. Even if you're scripting a video, scripting, writing posts for social media, right?
Copywriting is everywhere and it's such a valuable skill. So I'll leave you first with the notion that this is worth getting good at. For starters, the next thing I'll say about the landing page is cuz that's kind of the hook for this video. Cause people are starting with landing pages. That's my sales page. It's gotta be great. So I use a little copywriting in my titles there and the first thing I did was zero in on something I know people are struggling with. And that's the first thing that good copywriting needs to do. It needs to reflect and or identify a pain point with your desired buyer or viewer or whatever that person is that you're trying to engage, okay? They've got to feel that this is the place where their problem is being talked about. So you at least need to state that problem.
The next piece that you've got to have on a landing page or any sort of copy is the, Here's what I got, here's what it is, or here's the benefit to you. So there's the problem, here's what we got. That's kinda the next piece. And then the piece after that is, here's why it's so great. Here's the benefit to you of working with us or buying this thing or doing this action. The benefit is your problem will go away. Now the piece that a lot of people lose out on is this last little segment here, which is taking that benefit to a deeper meaning in their life.
So I'll give you an example. There's an old saying, nobody wants a drill, people just want holes. So the people that sell drills, they might write all the stuff about the drill bit and it's super sharp and it's super long and it makes a great fits in your drill and all this stuff, but that's not really what people are buying. People are buying the hole. So you think about your product, are you talking about the drill bit? Are you talking about the actual benefit they get? Which is the whole, So move one step further down the line and think about what the benefit is of people buying your product or service. What do they get? Now, here's where it gets extra fun. If they get a hole, what's the point of the hole? Nobody wants a hole. I mean it's just, then you gotta patch it.
But people wanna hole because they want hang a picture or they wanna do some wiring or they wanna add a sink to another part of the house or something, right? I mean there's a lot of reason for holes, but the drill bit's kind of the thing that needs to be bought and sold. So somebody's gotta buy it and we gotta sell it. And it's gonna make a hole that the meaning of the hole is you get to hang a picture of your family in the living room, or you're gonna be able to run the networking wires in your house so much easier with this long special drill bit that makes the correct size hole for network wiring. So your network will be fully wired and you won't have these problems with wifi drop offs and all that stuff. So this drill bit is gonna solve all of those problems for you, and that means you're gonna be able to stay connected to the internet all the time.
So did you hear what I said right there? I said, and that means, so that's the last piece, right? You gotta get to that. What does all this crap mean for the buyer? Cause that's really on a deep that that's where you tap into the emotional component of purchasing is to find the meaning, the meaningful outcome of this sort of chain of events. So that's the backbone of the structure for most copywriting when it comes to sales. And of course the last piece that you cannot forget is how do they get the drill bit? What do they gotta do? Come on down to the hardware store today, we've got piles of 'em or click here and we'll send you one. You'll have it in two days or whatever the action is. Call me and I'll bring you a drill bed. Drill bed deliveries.com could be, doesn't really matter, but if you leave the action off and you don't ask for the order, which is an old sales thing to talk about Kim sale, if you don't ask for the order, which is true.
So in the internet world, we've gotta have our call to action or the thing that the buyer or visitor needs to do. Clearly in our user interface. Mobile, you got less space to room work with desktop a little bit more, but that's gotta be really overt and easy to work with from a user standpoint. It should be low friction there. And that's the last piece. So there you go. So that's the structure. So that's the best copywriting for your landing page. Hopefully you like this copywriting copy reading, basically shooting from the hip. Copy right here on quick and dirty. Go ahead and smash the like button for me and I'd love to have you as a subscriber. So join me for the next one.
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