a single source, nothing corroborates it
Prove you know their situation without accusing them
The strongest trust signal is detail so precise the reader feels observed, which is what makes a page seem written for one person. The same accuracy turns hostile the moment it reads as a verdict on their competence, because buying requires them to drop their guard first.
The method
- 01
The strongest trust signal is demonstrating that you understand the reader's situation precisely enough that they feel watched.
- 02
Do not write copy that sounds like an accusation about the reader's business; buying requires them to lower their guard.
What it returned
Amy Hoy cites readers saying it feels like the page was written for them personally
Telling a stranger they are losing hundreds of sales reads as an attack, however true it is
Sources
- Step-By-Step Landing Page CopywritingNathan Barry · nathanbarry.com · Round Two · 2013-02-19
the second source
Three plays a week, for the phase you are in
No roundup of links, no news. Three tactics more than one builder arrived at separately, with the numbers each one returned and the disagreements left in.
More in copy
- Keep the personality that drives some people off7 unconnected
- Interview buyers and write the page in their sentences6 unconnected
- Re-aim one durable claim at today's worry5 unconnected
- Answer the predictable objection with a specific4 unconnected
- Say the thing only you could have said4 unconnected
- Tighten the headline until only your segment fits4 unconnected