Sitcoms are just well-researched jokes supported by gorgeous actors-the CXL Growth Marketing minidegree REVIEW(part 5)
Revolutions are started with words.
Words have the power to make or break a nation. So if used properly, they have the ability to sell your new “value bringing kombucha” brand.
You just have to know how to make them work for you.
“All I need is a sheet of paper and something to write with, and then I can turn the world upside down.” -Friedrich Nietzsche.
This week, I would like to talk about the Landing Page Optimization and Product messaging courses I completed in my CXL Growth Marketing minidegree journey.
(Product messaging is basically a copywriting. )
Both of these topics are very closely related to one another and complement each other.
The LPO course covers a wider variety of topics, but the most essential part of it is still messaging and writing.
But what is the most essential part of messaging and writing?
To write influentially, you have to do your research. You have to know what the customers desire and what kind of conversations are in their heads.
And what do they actually subconsciously think.
The copy is what influences us. Not the UX or word pictures.
Wars are started, and men are united with speeches, not with posters, videos or photos.
However, those are still important!
They all complement one another.
But words are what create the context. And influence our thinking.
But if a person can’t resonate with your message, no matter how beautifully you’ll say it, they still won’t buy from you.
That is why research is the most important part. I have heard some copywriters say, copywriting is 80% research and 20% writing.
But another one I’ve also heard and I think is more accurate is copywriting is 40% research, 20% writing and 40% editing.
Momoko Prices course on product messaging was excellent.
She gave us excellent insights and tools to do research and put those learnings to work.
She even shared her own tool (a badass spreadsheet) how to put the data behind research and use that data to write copy.
So we wouldn’t become victims of our own biases.
For research, you really have to message mind. Look for reviews of your company and competitors, search social media, if possible conduct survey.
Understand what they say. Use their lingo and try to understand their deepest desires and use that for your own copywriting.
And when you put it to use, never forget that you have to use the right messaging and landing pages for the right audiences.
We again come back to the “how aware the customers are” framework.
Basically, the stages are:
You have to customize your marketing differently based on these different stages.
And you have to guide people through these different stages.
Therefore when optimizing your (landing) page(s), you have to optimize them according to what phase the visitors of that page are
You can use different LPs for different stages, but for example, with the homepage or blog, you have to know in which stage the person visiting it is.
People in different stages read different blog articles. Perhaps your homepage visitors are mostly product aware, not most aware.
Luckily there is quite an easy way out to find out the stage of the majority of the people on the site — quick website surveys.
And what is crucial with landing pages, especially when you are sending traffic to that page with ads — your messages have to align.
The same kind of offer you mention in the ad has to be seen immediately when the person arrives on that page. Also, the design and tone should match.
PPC and social ads are expensive.
And when you offer a free trial in your PPC ad, and there is not a word mentioned about that in the landing page the ad directs to, then you are just peeing in the wind.
Message match the ad with the landing page. And always deliver on that promise.
Of course when I rant about how important copy is we can’t forget design. They go together.
But in my opinion, the design supports copy not the other way around.
When you have done your research, you’ve written some ideas down, and You start writing, then at the same time, you should wireframe how all of that is going to look on your page.
What are the visual cues, how is the text split, where and how you should play with spaces? Where should you do some pattern interruption to keep the person even more engaged?
And of course, visual hierarchy. The most important messages and CTAs have to be the most prominent ones.
All of the arrows and eyes and fingers pointing in the page and product photography have to match as well.
Otherwise, it will start subconsciously messing with the readers head. And it will create friction.
However, that doesn’t mean you have to write an ultra-short copy like Apple.
I think it was Momoko who said only well-known brands can afford such messaging. Because everyone already knows about their products and are familiar with the brand and their story.
But the copy is never too long, it just gets boring. So using long copy on your site is usually incredibly beneficial.
So when your copy is long, make it fun and engaging to read. For that use design, remove as much as possible without damaging the message and get creative.
(One of my personal quests for what I have searched answer for a long, long time is, should fashion products have a long copy?
Let’s leave out Nike and other big mainstream brands, but the smaller and newer ones? How vital is the copy for a $15 t-shirt?
The only thing I miss from all the CXL Growth marketing courses is no one has touched that topic.
E-com copywriting or even marketing strategy, researching for value bringing not problem-solving products. Things which are more of a unity and self-expression products. Luxury items, perfumes, clothes, just beautiful items etc.)
So before you start writing a speech to start a revolution or launch your world-changing productivity app, do your research and connect with people emotionally, become one of them.
And then put your pen to the paper.