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BuzzStream Presents: 
8 Easy Steps to 
Writing Kick-Ass 
Landing Page 
Copy 
@Joel Klettke 
Copywriter & Professional Loos...
Copywriting 
isn’t 
about 
inspiration…
Science has a process. 
Effective writing does too.
1 Research & Analysis
Pain points 
+ 
Priorities
Anxieties 
+ 
Objections
How do they talk about their 
problem?
Their stories. 
Their concerns. 
Their words.
You’ve probably already got ‘em.
Reviews, testimonials, forums, 
Q&A, sales team & your emails.
USP 
+ 
Priorities
How do they talk about 
their solution?
“Build a lexicon!”
A what?!
“A researched list of words to 
incorporate in your copy.” 
(See: http://www.portent.com/blog/copywriting/lexicon.htm)
“Collect words.”
2 Find Your Voice
Voice embodies values. 
Tone expresses them.
Voice is always consistent. 
Tone changes to context.
… ?
Use “X” but not “Y” 
Funny, but not crude 
Professional, but not cold 
Upbeat, but not naive
Does mean/Doesn’t mean 
Tone: Energetic 
Does mean: 
Upbeat: Convey passion and excitement, use action-oriented 
adjective...
3 Define Your USP
“Why should I buy from you?”
NOBODY WANTS: 
“High quality” 
“Best service” 
“Industry-standard” 
“Flexible platform” 
“Go the extra mile”
You don’t know your customer, 
until…
You don’t know your customer, 
until… 
… you can finish their 
sentences.
“The one that ________” 
“Without ___ I could never have 
___” 
“They make ___ for ___ 
so that they can ___”
“The one that lets you…”
4 Determine Your CTA
Call to action?
Call to action value
“I want to _________”
Desirable 
Obvious 
Unambiguous
5 Form Your Core Message
“Who are they?” 
“What do they do?” 
“Who is this for?” 
“How does this solve 
my problem?” 
“What now?”
Avoid “We”, unless…
“Because.”
1. Prioritize features 
2. Frame through a benefit 
3. Couple with an action
“Our huge database of nutritional 
information…” 
vs. 
“Quickly and accurately track your 
diet while on the go!”
Define the outcome! 
Bad: “Make your X more effective.” 
Good: “Increase leads and sales.”
Motivation 
Anxiety 
Demand
Motivation 
Anxiety 
Demand
Shorter copy when… 
Low anxiety 
Low cost 
Low commitment
Longer copy when… 
High anxiety 
High cost 
High commitment
Let awareness shape your 
message.
1. Most aware 
2. Aware, not convinced 
3. Preference forming 
4. Aware of problem & possible need 
5. Don’t know they nee...
6 Add Support
Every emotional claim needs 
rational support.
Specific claim? 
Specific proof!
“Before coming to _____, … 
They helped us _____ … 
Now, we can _____.”
2 Part Mini-Series: 
“Testify! How to Wield the Power of Your Brand 
Testimonials” 
http://www.iacquire.com/blog/testify-h...
!!!
7 Write Your Headline
Reinventing the wheel 
is a massive waste of time.
1. Strongest pain point 
2. Key benefit 
3. Highly desirable outcome
Think of your headline 
as a promise.
Unique 
Specific 
Succinct
“Turn [Problem] Into [HDO]”
“The Only [Phrase] That Will [HDO] 
for [Target Customer]”
“Get the [Rarely Seen Adjective] 
Power of [What Your Product Does] 
Without [Pain]”
Use sub-headlines to… 
Clarify 
Confirm 
Convince
8 Edit (Without Mercy)
3 Levels: 
Language, Layout, Message
Language 
Typos 
Grammar 
Word choice
Layout 
Scan-ability 
Readability 
Context
Message 
Clarity 
Brevity 
Persuasiveness
There’s a checklist! 
(You're welcome.) 
http://businesscasualcopywriting.com/handy-landing-page-copy-editing-checklist/
Process makes perfect.
Thank you! 
Design by 
@JoelKlettke
Brought to you by: 
BuzzStream 
Blogger & Influencer Outreach 
www.BuzzStream.com
8 Easy Steps to Writing Killer Landing Page Copy
8 Easy Steps to Writing Killer Landing Page Copy
8 Easy Steps to Writing Killer Landing Page Copy
8 Easy Steps to Writing Killer Landing Page Copy
8 Easy Steps to Writing Killer Landing Page Copy
8 Easy Steps to Writing Killer Landing Page Copy
8 Easy Steps to Writing Killer Landing Page Copy
8 Easy Steps to Writing Killer Landing Page Copy
8 Easy Steps to Writing Killer Landing Page Copy
8 Easy Steps to Writing Killer Landing Page Copy
8 Easy Steps to Writing Killer Landing Page Copy
8 Easy Steps to Writing Killer Landing Page Copy
8 Easy Steps to Writing Killer Landing Page Copy
8 Easy Steps to Writing Killer Landing Page Copy
8 Easy Steps to Writing Killer Landing Page Copy
8 Easy Steps to Writing Killer Landing Page Copy
8 Easy Steps to Writing Killer Landing Page Copy
8 Easy Steps to Writing Killer Landing Page Copy
8 Easy Steps to Writing Killer Landing Page Copy
8 Easy Steps to Writing Killer Landing Page Copy
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Get actionable tips and advice from Joel Klette on how to write landing page copy that converts.

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8 Easy Steps to Writing Killer Landing Page Copy

  1. BuzzStream Presents: 8 Easy Steps to Writing Kick-Ass Landing Page Copy @Joel Klettke Copywriter & Professional Loose Cannon http://www.businesscasualcopywriting
  2. Copywriting isn’t about inspiration…
  3. Science has a process. Effective writing does too.
  4. 1 Research & Analysis
  5. Pain points + Priorities
  6. Anxieties + Objections
  7. How do they talk about their problem?
  8. Their stories. Their concerns. Their words.
  9. You’ve probably already got ‘em.
  10. Reviews, testimonials, forums, Q&A, sales team & your emails.
  11. USP + Priorities
  12. How do they talk about their solution?
  13. “Build a lexicon!”
  14. A what?!
  15. “A researched list of words to incorporate in your copy.” (See: http://www.portent.com/blog/copywriting/lexicon.htm)
  16. “Collect words.”
  17. 2 Find Your Voice
  18. Voice embodies values. Tone expresses them.
  19. Voice is always consistent. Tone changes to context.
  20. … ?
  21. Use “X” but not “Y” Funny, but not crude Professional, but not cold Upbeat, but not naive
  22. Does mean/Doesn’t mean Tone: Energetic Does mean: Upbeat: Convey passion and excitement, use action-oriented adjectives. Doesn’t mean: Excitable: Don’t overuse exclamation marks or capital letters. Exaggerated: Don’t use hyperbolic, hard-to-believe statements
  23. 3 Define Your USP
  24. “Why should I buy from you?”
  25. NOBODY WANTS: “High quality” “Best service” “Industry-standard” “Flexible platform” “Go the extra mile”
  26. You don’t know your customer, until…
  27. You don’t know your customer, until… … you can finish their sentences.
  28. “The one that ________” “Without ___ I could never have ___” “They make ___ for ___ so that they can ___”
  29. “The one that lets you…”
  30. 4 Determine Your CTA
  31. Call to action?
  32. Call to action value
  33. “I want to _________”
  34. Desirable Obvious Unambiguous
  35. 5 Form Your Core Message
  36. “Who are they?” “What do they do?” “Who is this for?” “How does this solve my problem?” “What now?”
  37. Avoid “We”, unless…
  38. “Because.”
  39. 1. Prioritize features 2. Frame through a benefit 3. Couple with an action
  40. “Our huge database of nutritional information…” vs. “Quickly and accurately track your diet while on the go!”
  41. Define the outcome! Bad: “Make your X more effective.” Good: “Increase leads and sales.”
  42. Motivation Anxiety Demand
  43. Motivation Anxiety Demand
  44. Shorter copy when… Low anxiety Low cost Low commitment
  45. Longer copy when… High anxiety High cost High commitment
  46. Let awareness shape your message.
  47. 1. Most aware 2. Aware, not convinced 3. Preference forming 4. Aware of problem & possible need 5. Don’t know they need it http://copyhackers.com/product/handbook-how-to-write-a-long-form-sales-letter-page/
  48. 6 Add Support
  49. Every emotional claim needs rational support.
  50. Specific claim? Specific proof!
  51. “Before coming to _____, … They helped us _____ … Now, we can _____.”
  52. 2 Part Mini-Series: “Testify! How to Wield the Power of Your Brand Testimonials” http://www.iacquire.com/blog/testify-how-to-wield-the- power-of-your-brand-testimonials
  53. !!!
  54. 7 Write Your Headline
  55. Reinventing the wheel is a massive waste of time.
  56. 1. Strongest pain point 2. Key benefit 3. Highly desirable outcome
  57. Think of your headline as a promise.
  58. Unique Specific Succinct
  59. “Turn [Problem] Into [HDO]”
  60. “The Only [Phrase] That Will [HDO] for [Target Customer]”
  61. “Get the [Rarely Seen Adjective] Power of [What Your Product Does] Without [Pain]”
  62. Use sub-headlines to… Clarify Confirm Convince
  63. 8 Edit (Without Mercy)
  64. 3 Levels: Language, Layout, Message
  65. Language Typos Grammar Word choice
  66. Layout Scan-ability Readability Context
  67. Message Clarity Brevity Persuasiveness
  68. There’s a checklist! (You're welcome.) http://businesscasualcopywriting.com/handy-landing-page-copy-editing-checklist/
  69. Process makes perfect.
  70. Thank you! Design by @JoelKlettke
  71. Brought to you by: BuzzStream Blogger & Influencer Outreach www.BuzzStream.com
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Get actionable tips and advice from Joel Klette on how to write landing page copy that converts.

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