Have you ever thought about the difference between a mediocre movie – and one that pulls you into the story? There’s a lot of elements in a movie – which means there’s an awful lot that could go wrong. That’s why proven, reliable directors, actors, and writers are in demand.
And wouldn’t you know? It’s the same thing with your landing page – so now let’s take what you’ve got and strengthen your landing page.
Don’t have your landing page written yet? No problem. Be sure to check out the previous posts in this series to get you going:
- Writing Landing Pages, Sales Pages, and squeeze pages (oh my!)
- When and Where to use Landing Pages, Sales Pages, & Squeeze Pages
- The One Document your Landing Page depends on…
- The Creative Brief: 13 Questions to a Successful Landing page
- IBA Member Exclusive: Creative Briefs in Action
- Outlining Your Landing Page with the Pastor Framework (this article)
- 4 More Ways to Outline, Write, and Strengthen Your Landing Page
- Landing Page Case Studies – what works and what falls flat
- Beyond the Landing Page: Sales Funnels, Testing, & Blogs
And now let’s dive into strengthen your writing on your sales page.
Strengthen your Landing Page with Psychological Motivators
If you’ve done your homework on your creative brief, you’ll most likely already have this done. Even so, it’s always good to go in and make sure you’ve got your bases covered.
There are 9 psychological motivators. I’ve seen these same 9 emotions referenced by multiple big-name copywriters, marketing gurus, and even heard it talked about in a psychology class I took in college.
How can you make your landing page stronger with these emotions? Well, people are emotional beings. We make emotional decisions. We’d like to think we’re 100% rational all of the time… but think back with me. When’s the last time you made an emotionally-driven decision?
Mine is about 20 minutes ago, when I was trying to fight off sleep, so I decided to eat an ice cream sandwich. Okay, so it was a second ice cream sandwich. I didn’t need one – let alone two! But I rationalized the extra calories as a way to incentivize myself to write this article. It worked – but it was still an emotional decision.
So take a look back at your landing page. Where can you add some extra emotion? Where can you add in some emotional storytelling to make a better, more persuasive case for your product?
A word of caution, though… Please don’t try to incorporate all 9 emotions into your landing page. Or you’re going to end up with a hot mess. Stick to 2-3, max.
Use the AIDA Framework to Solidify Your Landing Page
A second framework you can use for your landing page is the AIDA model. You can use this instead of or in addition to the PASTOR framework.
AIDA stands for: Attention, Interest, Desire, Action.
I’ve seen the AIDA framework successfully used in several situations. And I’ve seen the AWAI promote it as a fantastic alternative to the PASTOR framework.
Its main advantage is that it’s short, memorable, and can be a great template for writing a shorter landing page.
To make it even better, use the advice I’ve seen attributed to Clayton Makepeace:
- Keep it short
- Use those nouns, adjectives, and verbs!
- Use curiosity to your benefit
- Need a headline idea? Try a question or incorporate a benefit.
And just in case you don’t believe me that this model works… think about who else uses this model. US. BLOGGERS. This is a perfect framework for writing a blog post, friend. In fact, you’ve probably already been using it and didn’t even know it.
So why not try it on a landing page?
[clickToTweet tweet=”Need some inspiration for that landing page? Here’s 3 more frameworks, plus other ideas, to get those creative juices flowing for our IBA members.” quote=”Need some inspiration for that landing page? Here’s 3 more frameworks, plus other ideas, to get those creative juices flowing for our IBA members.”]
Fighting Conventional Wisdom? Try an Expose framework
What if you’re promoting something that most people haven’t heard of – or isn’t the generally-promoted answer to a need?
Well, try an expose. There’s a reason the show “Myth Busters” was so popular. People love a good expose. Here’s the framework:
- Be specific
- Sell against type
- Acknowledge the disbelief
- Use believable sources
- Be honest
Who uses this type the most? People who are promoting alternative health remedies to those usually pushed by traditional western medicine and Big Pharma. So it can work… just be honest so you don’t come across as a snake oil salesman or get the FDA mad at you.
I personally haven’t ever used this framework, as it hasn’t fit any campaigns I’ve written or my particular style of writing. But with the right passion and writing, this framework can do wonders.
One More Resource: The Perfect Landing Page Cheatsheet
Finally, I wanted to share one last resource with you guys. This one is, in my opinion, a fantastic option because it’s easy, straightforward, and designed with bloggers in mind.
It’s the Perfect Landing Page Cheat Sheet by Kelli and Crystal of Learn to Blog Hangouts. Oh, and did I mention it’s built to optimize the SEO on your landing page, too?
Talk about your proverbial killing two birds with one stone! Combining this cheat sheet with the above frameworks (and/or the PASTOR framework) means you’ll be getting the leads, sales, or conversions you’re going for – and ranking in searches so that people continue to find you.