Affiliate
Writing Persuasive Copy for Your Landing Page
Being able to write persuasive copy for a landing page is one of the most important skills you can develop as a digital marketer. And this applies whether you’re planning on selling a digital information product, or you plan to become an affiliate marketer.
The whole purpose of the copy on this page is to demonstrate why your product is good value and the key features that should make your potential buyers excited. You want to take them from being unaware of your product to becoming paying customers; this is commonly known as ‘converting’. It’s probably the single biggest factor that will have a direct influence on your number of sales and therefore your revenue, turnover and profit.
What is the key to writing copy that converts?
The Journey
Taking a prospect who has never have heard of your product and persuading them to buy it is a key part of most sales copy. There is a structure that many copywriters follow and this is called AIDA which stands for ‘Awareness, Interest, Desire, Action’. This sequence acknowledges that people don’t know anything about the product at first but that they will eventually end up happy to buy it.
The big question is; how do you move them through these steps? The first challenge is actually getting noticed in the first place! After all, most people on the web are there because they’re doing something important. Most people nowadays are in a constant rush, have work to do and certainly don’t want to spend their valuable time reading sales pitches that just want their cash. As a writer, your job is to change their mind and to make them actually want to keep reading.
One way to do this is to use a narrative structure i.e. tell a story about your product or service that will encourage them to keep reading. If you have a personal story that resonates with your audience you can include this too. This works well because we are naturally inclined to want to read stories and we find it very hard to end a story early. Stories are highly relatable and always interesting.
The Value Proposition
You will also need to focus on your value proposition. A value proposition is a key selling point of your product and beyond that, it is what your product does for someone and how it changes their lives. Does your product help people by making them richer? Does it improve their physical shape so that they’re stronger, healthier and happier? You also need a Unique Selling Proposition (USP) which will demonstrate why your product is different to the others and why it will work for them. Focus on the ‘dream’ that will sell your product in your pitch.
Using the power of video in your marketing reviews
Many people new to online marketing are attracted to affiliate marketing as they enjoy the behind-the-scenes direction of connecting buyers and sellers and making a commission off of that process.
But you eventually need to increase your expert status (even if you don’t have a product of your own) and doing this will convert visitors to your site into buyers more easily. And one way to do this is to use video.
Video isn’t hard to create. You can start off with an iPhone or a mini video camera to capture the video. And getting it live online is as easy as creating a free account on YouTube and then clicking the upload and file selection buttons.
Typically, you won’t even need to do any editing or fancy formatting to your product reviews, but as you get better you will be able to deliver a more polished and professional compilation. You basically want to put out the best video that you can, and here are some tips to help you do that:
1. Look directly into the camera.
You want to be speaking directly to the viewer. You want them to feel like you’re right across the table from them having a friendly conversation. Consumers need to feel like a product is being chosen for them specifically.
2. Have good lighting in the room when you create a video.
You don’t want to be recording in a dark or poorly lit room. Natural sunlight is perfect, so if you can open the curtains and let the sun shine it, it will work wonderfully.
3. Speak up.
Your viewers need to hear you! Also try to minimize any background noise. You can either make sure the house is quiet, or use a noise canceling microphone so that you keep background noises to a minimum. If there is noise you can use a free piece of software called Audacity to clean up and remove any background noise.
4. Try not to speak in a monotone voice.
There’s nothing worse than listening a boring speaker try to make someone enthusiastic about buying their product recommendation. On the other hand, there’s no need to sound like one of those loud used car dealership commercials, either. Just be yourself.
5. Don’t read off a script.
Some people make the mistake of trying to read their product review on camera. Unless you have years of experience that allow you to achieve this flawlessly like a newsreader, don’t try it but do have your thoughts organized. Why not create a few bullet points to help jog your memory and keep you on track. You don’t want to lose focus and sit there for 30-60 seconds saying, “Um, where was I? What did I want to tell you about next? Oh yeah…” That looks unprofessional and people will click out because they don’t want to wait for you to finish. Now, you can edit this out if you have video editing software such as Camtasia but this is expensive, so the best approach is to be organised in advance and get it right first time.
Add the video reviews to your blog and YouTube channel to maximise visibility and see your affiliate commissions increase.