Step by Step – Capture Page Copywriting Instructions
As you know your layout can be the best looking but if your content (sometimes called ad-copy or copy writing) isn’t up to par then you have wasted your time getting your market to your website because they will soon click away after reading the garbage on your page.
Remember, you have up to 3 seconds to attract the attention of a visitor to your website. I wanted to give you a few tips and examples that will keep your readers engaged in your dialog.
You want to write like your having a conversation with the reader. You do not want them to feel like they are reading from an encyclopedia:
Introduce yourself. Talk about how you got into the business your marketing and what makes you authority in the field (how long have you been in the field). This give the reader a human connection with someone they can’t see. You can split test using capture pages with pictures and capture pages without pictures you can also test the types of pictures (professional or laid back).
Transition into the emotion behind why you had to come up with a product or service. People will buy or signup to something based on emotion. Emotion can cover a wide range of feeling’s such as:
Desire
Greed
Envy
Love
Frustration
Anger
Sadness
Example:; “After working a dead end job for 21 years I was laid off. With a dwindling savings account, 3 kids, 1 on the way I had no other sources of income. I had no choice but to…”.
Many people can relate to a story and since people love stories you will have them hooked there by overcoming the “3 second attract their attention rule”. I ENCOURAGE YOU TO BE HONEST; DON’T MAKE UP A STORY. There are plenty of people that start an online business for the same reasons as you, so don’t think you have to have a tear jerker to get results.
Logic: After you get the reader emotionally charged up you must bring them back down to the reality of why signing up or purchasing your product is the right decision to make. If you fail this step you won’t receive any purchases or signups. You have to explain the logic behind why your product out performs your competition.
Bullet points
Facts & figures
Guarantees
Comparisons
Testimonials
When your justifying why your product is the best it is better to use analogies rather than simply stating the fact.
Example: Instead of Geico saying their product is “simple and easy to use” they say, “It’s so easy a Cave Man could do it!”
Make it worth their while… Being an Online Entrepreneur you have an advantage over most big businesses. You can give more free bonuses to entice your market. Now lets be clear, your free bonus has to be something worthwhile. If word gets out that your giving away junk your purchases and signups will drop off before they start. MAKE SURE YOUR GIVEAWAY IS A QUALITY PRODUCT RELEVANT TO YOUR MARKET. You have to stress urgency.
Limited offer.
2 copies left.
Trial period ends…
The price goes up to ___ after…
Deliver on your promises from #3. Your in business for longevity, There is no better Marketing than “word of mouth”. If you make promises and deliver it will get around that your product, service and support is high quality and you will start to see a steadier flow of traffic to your website. On the flip side, if you make promises you can’t keep then… well, you know.
Its not difficult to draft a Capture Page. I like to type mine in a program called NoteTab and then transfer it to my capture page, then start formatting it (colors, font size, quotes, Johnson boxes, etc), then replace certain words with KEYWORDS obtained from GOOGLE’S KEYWORD SEARCH TOOL that are relevant to my market. Then I add my Meta TAGS, Title, description, etc.
Then I put my autoresponder sign up box on the page, PROOF READ IT!, publish it to the web read it and sign up myself to test the autoresponder. Then I like to use Google PPC to get quick traffic to the page to see if my content is what it should be.
You may have to let someone else read it (I do this also). I suggest you ask one of your smartest friends or family members to read the page. They should be able to tell what your intentions and message are; If not ask them where on the page they lost interest or the message, then correct and repeat. You may want to switch proof readers just to get a fresh pair of eyes on it.
Once you’ve done it a few times you will be able to pump out Capture page content with little to no effort. If you can write an enticing capture page your online profits will only be limited to how many websites and products in different markets you can effectively service and support.
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