Excerpt from article on Copyblogger:
"Landing pages are remarkably powerful conversion and SEO tools that turn traffic into money.
But crafting copy for a landing page is an art that goes beyond writing magnetic headlines and copy that sells.
You need to know what stage of sophistication your market is in before choosing the correct landing page template. Templates help us generate ideas. The stages of sophistication help us choose the right ideas.
In the past, building landing pages meant you had to hire a designer and coder. Not anymore.
Tools like "Premise" (http://getpremise.com) make it so a writer like me can write and publish effective, professional landing pages.
1. Make the promise:
When your ideal customer is not aware of your product or the benefit it offers, then the first stage of sophistication demands you simply make a promise in the headline and in the subheadline you would describe the mechanism.
2. Take your promise to the next level:
As the market begins to be educated about your product, and competitors enter that market...the power of your original promise will begin to fade.
At this stage you need to state your promise even more clearly. Beef up the subheadline (mechanism), too.
3. Lead with mechanism, promise second:
In the third stage of sophistication, we find the consumer weary of your product and others. At this stage the mechanism comes first, and the claim second.
4. Take the mechanism to another level:
It’s time to elaborate and enlarge on the mechanism.
Make it easier, quicker, and better. Solve more of the problem and overcome old limitations.
5. Identify with the consumer:
At this stage the market is glutted.
The field is exhausted, and it is the most difficult stage to profit in. This is where you revive a dead product by shooting directly at the consumer.
You may enter a new market and clean house, only to fall behind when competitors enter and steal market share. The business of successful selling is about constant improvement. Constant change..."
Read full original article:
Via Giuseppe Mauriello