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BuzzStream Presents: 
8 Easy Steps to 
Writing Kick-Ass 
Landing Page 
Copy 
@Joel Klettke 
Copywriter & Professional Loose Cannon 
http://www.businesscasualcopywriting
Copywriting 
isn’t 
about 
inspiration…
8 Easy Steps to Writing Killer Landing Page Copy
Science has a process. 
Effective writing does too.
1 Research & Analysis
8 Easy Steps to Writing Killer Landing Page Copy
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.
8 Easy Steps to Writing Killer Landing Page Copy
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 
adjectives. 
Doesn’t mean: 
Excitable: Don’t overuse exclamation marks or capital 
letters. 
Exaggerated: Don’t use hyperbolic, hard-to-believe 
statements
3 Define Your USP
“Why should I buy from you?”
8 Easy Steps to Writing Killer Landing Page Copy
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 _________”
8 Easy Steps to Writing Killer Landing Page Copy
Desirable 
Obvious 
Unambiguous
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
5 Form Your Core Message
“Who are they?” 
“What do they do?” 
“Who is this for?” 
“How does this solve 
my problem?” 
“What now?”
8 Easy Steps to Writing Killer Landing Page Copy
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.”
8 Easy Steps to Writing Killer Landing Page Copy
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 need it 
http://copyhackers.com/product/handbook-how-to-write-a-long-form-sales-letter-page/
8 Easy Steps to Writing Killer Landing Page Copy
6 Add Support
Every emotional claim needs 
rational support.
Specific claim? 
Specific proof!
8 Easy Steps to Writing Killer Landing Page Copy
“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-how-to-wield-the- 
power-of-your-brand-testimonials
!!!
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
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
8 Easy Steps to Writing Killer Landing Page Copy
8 Easy Steps to Writing Killer Landing Page Copy
“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 Easy Steps to Writing Killer Landing Page Copy
8 Easy Steps to Writing Killer Landing Page Copy
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

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