There are two interesting uses for the term “bullet” in the field of marketing.
The first one is the “magic bullet“. The perfect automatic solution that solve someone problem. The magic bullet, once discovered (of course we are still talking about online goods or services), will find a solution for you without having to learn or worry about anything.
And then there is the “single bullet“, which is the one and only selling proposition able to convince a customer to press the “buy button” while reading a landing page.
If you think about it, the part of landing page that does not convert adequately presents always the same problem : it does not move any particular sensation in the user’s mind.
There is no purpose in struggling to be able to offer the best deal, if you can not present it properly to your readers.
So, after several data and proposals, your user check your landing page without wanting to take its wallet and purchase your product or service.
If you can understand it, even only reversing what is the first impulse in writing the landing page text, things become a lot easier.
Start From the Bottom of Your Landing Page
Seriously, try it!
Start from the list, which contains, beyond all possible inputs of the case, the ultimate meaning of your proposal.
It is often helpful to ask yourself some questions:
- What can I tell different from all of my competitors?
- Which feelings do I want to shift in the user’s mind?
- What is my strength, my main quality?
- How many numbers do I have to justify for this quality?
And then compose your list.
- Show numbers. Real numbers, even if not exorbitant.
- Play on the emotion of every reader.
- Show benefits, even before the feature.
- Answer yourself the question, “Why should I trust you?”
Improve Your Landing Page
Start from the gist, then expand to the rest.
You’ll have plenty of time to refine the introductory story, or to improve your ability to prove you are close to the problem.
Above all, do not mix lists with different lens.
Use separate lists rather more to bring attention on individual aspects of your proposal.
Avoid to give the user too many things to think about, even before you put him in the position to perceive the advantage of what you are offering.
“I’ve collected interviews in the last six months interviewing all the bloggers of the most famous cuisines. Here are 450 recipes tested and sorted for you, tailored to every occasion. Just $8,99 for a single download. “
“In this ebook I will explain how to write ten chapters of your next book from scratch. I’ll teach you to cultivate an idea, to plan writing, to handle the material. Already 2500 downloads in the first five days. “
“Joining my next event, you can get in real contact with other TOP bloggers and learn from them for 3 days during talk, dinners and events in the program.”
“I asked 15 of the top bloggers in the field of photography to reveal their equipment along with three good tips for buying equivalent. Now available to you in my free report. Download it here! “
Sounds Good, Right?
Individual points (in the list, or in other parts in evidence in your landing page) that are able to change the perception of the rest of the material already presented to the user.
Without an effective “single bullet“, your landing page will hardly express its full potential.
The next time you find yourself in the position of having to convince your users, start with a good list.
Find and refine each of these propositions in order to change the perception of your offer.
What do you think?
Have you already produced a single effective bullet?
Image courtesy of Suat Eman at FreeDigitalPhotos.net