a single source, nothing corroborates it

Lead on the problem, not the mechanism

Buyers are after a result and will not translate your machinery into it themselves. Nobody wants tokens, surveys and rewards; they want to be heard. Nobody is excited by a headlamp; they are excited by the trip. Name the kind of customer you serve so the right reader recognises themselves, open on the pain your research actually found, and test which pain converts before spending on traffic.

The method

1. 01

   Lead on the problem your customer actually feels rather than the mechanism you built: fans want to be heard, not to be handed tokens, surveys and rewards.

2. 02

   Sell what the product lets someone do rather than the hardware: nobody is excited by a headlamp, they are excited by the trip.

3. 03

   Extend the description into the outcome the buyer is after, because they are buying the result and not the object.

4. 04

   Open with the pain your research found, then A/B test which pain converts before spending on ads.

5. 05

   Name the kind of customer you serve on the page so the right reader recognises themselves in it.

What it returned

• $150

  Studies she cites put the sting of a loss at about twice the pleasure of the same gain, so buyers would sooner skip winning $150 than risk losing $150; she also notes Amazon runs three separate landing pages for its Become a Seller programme.

• Rewrite of Socios, which works with FC Barcelona

• A calming tea becomes a tea that unwinds you and gets you into deep restorative sleep

• A page naming authors gets an author thinking the tool is meant for them

Sources

• Negativity Bias - Why We Buy 🧠Katelyn Bourgoin · customercamp.co · Show that you relate to your customer’s pain points by highlighting them · undated
• 7 practical ways to write copy that convertsHarry Dry · Marketing Examples · 3) Call out the type of customer you serve · undated
• Rewriting landing pages with a pro copywriterHarry Dry · Marketing Examples · 6) Socios · undated