Growing your business, whether your goal is lead generation or increased sales, can be significantly aided by directing visitors from your PPC ads to compelling landing pages. However, writing truly persuasive copy is a difficult task that requires a high degree of finesse and subtlety to motivate potential customers to take action.
This article will delve into three persuasive strategies for landing page optimization, discuss five “power words” that enhance persuasion and explore their effectiveness, and ultimately, demonstrate how you can utilize these techniques to guide your prospects towards desired actions.
Capturing Your Prospects’ Interest: The Art of Persuasion
Imagine yourself at a networking event, savoring a refreshing glass of Chardonnay while anticipating a session on securing Series A funding for educational software ventures. Suddenly, a sharply dressed man in his mid-thirties approaches you directly, grasps your hand a tad too firmly, and launches into his startup pitch without any introduction or polite conversation. No matter how groundbreaking or remarkable his startup idea might be, it becomes irrelevant because he neglected to capture your attention before commencing his monologue. Surprisingly, this is a common oversight many marketers make on their landing pages.
There is an assumption among some marketers that a prospect clicking on an ad automatically signifies interest in their product or service. While this can be partially true, it should not be taken for granted. Consequently, many marketers, much like the man at the networking event, jump into trying to impress or persuade without ensuring the prospect’s initial interest.
Mastering the Art of ‘The Hook’
It is essential to grab your prospects’ attention before attempting to persuade them, even if your product or service is exceptional. The most effective method to achieve this is by engaging their emotions. It’s a crucial principle in marketing: people are driven to solve their problems, not simply buy things. This understanding is important for ad copy but becomes even more critical for landing pages. If you can successfully tap into the emotional reward of solving a prospect’s problem through your product or service, you are well on your way to securing a conversion. Hooks can manifest in various ways. Let’s analyze an example that employs fear as its hook.
Although this landing page might not be exceptional overall, we will disregard its shortcomings for now. The focus here is on the language used in the banner image at the top. This example highlights how a single word can have a significant impact. This is particularly crucial for Facebook landing pages and ads where copy space is limited. Consider the banner copy simply stating, “Make Home Feel Safe.” It lacks impact and persuasive power. However, by adding “Again,” the company skillfully manipulates the prospects’ emotions. In this context, “again” implies that home was once a safe haven but is no longer, also suggesting that opting for a SimpliSafe home security system will restore that feeling of safety, which is the emotional benefit prospects seek. This persuasive copywriting example effectively achieves its purpose—capturing the prospects’ attention by tapping into their fear and encouraging them to explore SimpliSafe’s services further.
Utilizing Sensory and Aspirational Language
Earlier in this article, an example was used featuring a self-assured man approaching you at a networking event to illustrate a point. While a simple statement that most marketers launch into persuasion mode without first capturing attention could have sufficed, the chosen technique was likely more impactful. Why? Because it engaged your imagination. By incorporating sensory adjectives like “crisp” to describe the Chardonnay, the scenario becomes more vivid, allowing you to easily envision yourself sipping the wine before the encounter with the confident entrepreneur. The primary goal was to create a strong mental association between the imagined scene and the point being made. Admittedly, employing sensory language to create vivid imagery on landing pages can be challenging. Prospects primarily seek solutions to their problems, not stories. However, this does not diminish the impact of using evocative language to paint pictures in the visitors’ minds, nor does it render this technique impossible on landing pages.
The Art of Painting Pictures with Words
Imagine you’re seeking a company to remodel your kitchen. You likely have practical concerns, like inadequate counter space or ill-fitting cabinets. However, many individuals desire a completely transformed kitchen—a space for both cooking and spending quality time with family and friends. Let’s examine how persuasive copywriting can be used to address these aspirational desires on a landing page.
This landing page by NEDC Design & Construction effectively utilizes both sensory and aspirational language. The introductory copy draws a sharp contrast between kitchens of the past ("No longer does apron-clad Mom cook alone as the family waits in another room.") This not only hints at NEDC’s progressive and modern design approach but also evokes an emotional response in many prospects who relate to the memory. The copy then shifts to a more tactile approach by combining sensory and aspirational language ("Today, you’re just as likely to see a couple cooking together, or the whole family pitching in on Thanksgiving dinner, or friends gathered around sipping wine as you finish making tapas."). The copy transports you directly into your new kitchen, where you’re enjoying wine and tapas with friends or preparing cranberry sauce while the Thanksgiving turkey roasts in the oven.
Beyond eliciting a powerful emotional response, this approach can also motivate prospects to take action. By enabling visitors to envision a potential future scenario, you empower them to step out of their present situation—and the problem they are trying to solve—making your solution significantly more appealing.
The Influence of Connecting Language
Humans are inherently tribal. For centuries, we have forged close-knit groups for survival. While we have evolved significantly from huddling around rudimentary fires and fending off outsiders, our instinct to form groups remains. This is evident in our identification with individuals of similar social standing and our emotional connections to specific brands (the Apple versus everyone else divide exemplifies this). Put simply, connecting language emphasizes the “us versus them” dynamic. When used strategically, it can be a powerful tool for bolstering brand loyalty, serving as a trust signal, and strengthening prospects’ emotional attachment to a product or service. However, marketers most commonly utilize connecting language to foster a positive perception between the prospect and the brand. Let’s examine this form of persuasive copywriting in action.
Us Versus Them
Connecting language is frequently employed by legal professionals on their landing pages. The adversarial nature of legal proceedings, particularly divorces and other family law matters, presents an ideal opportunity to leverage this technique.
The example above demonstrates the use of connecting phrases such as “we understand” and “that’s exactly when you need good advice to make the right decisions for your future” throughout the copy. Words like “we,” “our,” “you,” and “your” can be highly motivational when used appropriately, making this landing page an excellent illustration of how connecting language can be effectively employed. Furthermore, connecting language provides a seamless and natural way to introduce trust signals. Many companies are eager to showcase their strengths, but doing so without appearing forced or overly promotional can be challenging. Connecting language makes it easier to present these facts organically. For instance, the second paragraph not only highlights the firm’s years of experience in handling similar cases but also mentions their preference for negotiation over aggressive litigation, both of which can be highly persuasive to someone facing a potentially contentious legal battle. If you’re still unsure about your landing pages, explore these examples of landing page inspiration from across the web for some ideas.
Understanding Power Words
Now that we have explored specific types of persuasive copywriting for landing pages, let’s delve into some common “power words.” These words, when used correctly, can significantly enhance the persuasiveness of your copy. However, it’s crucial to understand why they are so effective.
Power Word #1: You
When crafting landing page copy, a fundamental assumption you can (and perhaps should) make about your prospects is their self-interest. Even the most empathetic individuals want to know how your product or service directly benefits them. Seemingly selfless acts, like charitable donations, still evoke a sense of self-satisfaction. “You” is among the most powerful words in copywriting. When we encounter “you,” our brains react similarly to hearing our names (specifically, increased activity in both the anterior and posterior regions of the brain, in case you’re curious). Words like “you” and our names activate specific brain responses that directly appeal to our sense of identity, making them potent tools for connecting with prospects. This approach reinforces their desire for individual recognition, setting them apart from being just another customer.
Power Word #2: Easy
Having established that prospects are primarily driven by problem-solving, not just purchasing, why not also assume they prefer convenience? It’s logical to assume that most people prefer the path of least resistance when seeking solutions. This is what makes “easy” our second power word.
Providing a solution to a prospect’s problem and ensuring it’s as effortless as possible is a winning formula. People want their problems solved with minimal effort on their part. If your product or service boasts user-friendliness, emphasize it on your landing pages. Better yet, demonstrate its ease of use. Craft copy that helps them envision a more convenient life with your product or service, and simplify the conversion process as much as possible.
Power Word #3: Save
When contemplating a purchase, most prospects aim to minimize two factors: cost and time. Even if these aren’t their primary concerns, “save” carries powerful implications that can significantly enhance your landing page copy’s persuasiveness.
Regardless of what your product or service helps prospects save, frame it within the context of the emotional payoff they crave. This technique is central to the appeal of services like TurboTax, which promises one-click filing, auto-populated forms, and minimal data entry, saving users time and effort. Combine this with the strong financial incentive of early tax filing, and you have a highly compelling proposition.
Power Word #4: Results
For undecided prospects, ambiguity is a deterrent. Why invest time or money in something that might not work? While drinking a particular protein shake might lead to weight loss, it might not. The word “results” can address this hesitation, gently nudging prospects towards conversion.
Effective salespeople let the product speak for itself. Include genuine examples of how your product or service has benefited existing customers. This serves as both a trust signal and proof that your product delivers on its promises. However, exercise caution when framing results in this manner, as misleading prospects is unethical and potentially detrimental to your brand.
Power Word #5: Guarantee
Similar to “results,” “guarantee” can be a highly persuasive tool in copywriting. Just as prospects are wary of ambiguous solutions, they are even more apprehensive about potential losses, whether it’s time, money, or something else. This is where “guarantee” becomes powerful—when used correctly, it effectively mitigates the risk of at least trying your product or service.
However, like “results,” “guarantee” demands careful handling. If you make a promise, be prepared to deliver. In the case of money-back guarantees, ensure a hassle-free process (refer to Power Word #2). Avoid making unsupported claims or promises you cannot keep.
The Importance of Careful Word Choice
While crafting genuinely persuasive landing page copy can be challenging, its impact can be significant. If your conversion rates are unsatisfactory, scrutinize your landing pages’ messaging. Sometimes, a simple rephrasing can make a world of difference. Hopefully, these examples have provided inspiration for potential improvements to your own landing page copy. Looking for more copywriting guidance? Explore these 10 resources to learn copywriting for free.