a single source, nothing corroborates it
Word the button as the visitor's own decision
Write the call to action in the reader's voice, as a statement of what they are choosing to do, and cast them as the party who determines the outcome rather than as a contributor to your plans. Ownership is the feeling that converts, and the button is where it either exists or does not.
The method
- 01
Write the button in the visitor's own voice, as a statement of what they are choosing to do.
- 02
Cast the visitor as the one who decides the outcome, rather than as a donor to your plans.
What it returned
Justin's suggested call to action was a first-person offer of help on the main button.
The rewrite built on evidence that listeners felt ownership of the show, running listening parties, fan clubs and class projects around it.
Sources
- Landing page teardown: Serial podcastJustin Jackson · justinjackson.ca · Landing page teardown: Serial podcast · undated
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