If I were to write a book in the same way I write a landing page,
it would probably be over now.
Thank you for buying.
There’s is just 3 elements that you need to maniacally consider when writing landing pages
- Brevity
- Clarity
- One Focus Point
This is theory first, practice later.
I’ll start with the last point to be applied, then the second then the first.
And then talk about them again in the proper order so you can execute the process while reading.
I highly suggest you stop every time you have an interesting idea, make sure to write everything.
Don’t write what I say, I am a random guy from the web, write what comes to mind when you are reading.
BREVITY
People have no time.
We choose everything in a matter of a quarter of a second.
The cup
Coffee
Water or Soda?
Smoke or not?
Walk or bus?
Yes or no?
Sexy or not?
We spend more time analyzing our decisions than the time we actually make them.
This is how it goes.
Marketing is not about changing how it works, it’s about making the best of it.
Trust me, you can make the world a better place with marketing.
The thing is we don’t know humanity well enough to be always uplifting.
So be cool and don’t think you are manipulating people, cause you aren’t.
They are manipulating you, you have to react faster than the competition so that more people will buy your shit. So on and so forth.
Brevity means that you don’t waste peoples time.
You don’t write more than what they would care to read about.
You give them choice of skipping and skimming.
Your website is like the teacher, you don’t listen to what you don’t care about.
Generally speaking no single product maker could be his own copywriter.
We love our stuff, so much that we become blind to reality.
Reality is the second the product is out, it is now the standard.
People below the standard will fail.
People above the standard will make you fail.
Every single concept, being it:
Words
Styles
Layouts
User Experience.
Is to be taken for granted, you have to expect that your customers will expect such quality treatment.
Being short isn’t hard. You just stop writing.
Being concise is the equivalent of doing a road trip to disneyland and doing all the attractions in less than 1 second.
That’s how someone feels when they see something that AMAZES them.
You know that idiotic face? The one of pure happyness?
That’s your goal.
In one second you have to make these people say:
WOW. I didn’t knew that existed.
No exclamation points, they are cheesy.
Space freedom and immersion, make them feel at ease while in the new environment.
It’s as if your landing was your friend’s new house, you get in and it feels like home, but it’s new and undiscovered.
If what you write requires other pieces to be understood, delete it.
If your words kind of work, rewrite them.
The era of the emotional journey through words is gone.
You have one second to take your visitors on the roller-coaster.
You need one headline, a picture and a “sign-me-up-brah” form.
Done.