“The Anatomy of Landing Page Sales Copy”

How do you turn a visitor to your website into a prospect or customer?

Structure of sales letter / email / web landing page copy that I will be using to draft sales letters from. If you have any other structures temples send them over. We can use Web Optimiser in Google to test which type of letter structure work the best. We need at lest 3 letter temples for analyser to work.

This is taken from www.actionplan.com Robert Middleton and ABC Training and Development Ben Kench combined into 10 sections. Section 11 is a few additional things from StomperNet that has been found to boost conversion.

1 to 10 are necessary 11 can be added later and tested

1) Headline

Purpose of headline:

• Attention
• Interest
• Desire
• Action

To filter out prospects who are target clients for offer.

Headline Types:

1. Attention: Danger, Beware, Stop, Warning
2. Question?
3. Survey – Do not use round numbers!
4. Statement

2) Headline Explained

A sentence or 2 explaining headline

3) Three Questions

Designed to compound the danger / issue / problem (80% purchase on pain not pleasure)

1. Have you ever …?
2. Have you ever had…
3. Have you ever seen…

4) Don’t Worry… Sentence

5) Three Questions that build up solution

Wouldn’t you like to know you have some one you trust….

6) How Come?

Discuss why companies are doing the problem and not the solution…

7) Make offer of a solution

What is the solution, Discuss the steps necessary to resolve issue.

8) What is the offer?

What are you offering,

9) Call to Action to obtain offer

Click, Phone, Send coupon, buy Now, Call us, Sign up…

10) P.S. Eliminate fear of cost… or fear of email spam…

Don’t worry we an provide you with … for as little as £….

11) Conversion boosters…

1. Johnson Box – Top left / Top Right
2. Photo graph of real person
3. Phone number
4. Signature
5. Stamps / Accredited body logos
6. Testimonials
7. Case studies
8. Hook copy above the fold following on to long copy
9. Multiple closes – Like sign up box (Name / Email) multiple times repeated through copy