Focus on benefits, not features

Hot Tip #89 is to focus on the benefits, not the features.

As the proud owner of a product or service, it’s natural to want to climb up the tallest building and let the world know how damn awesome the technical features are.

Unfortunately, our Landing Page visitor isn’t impressed by technical features, nor do they resonate with them. What they do care about is if our offering can help them.

Focus on the benefits of choosing you, not the product or service attributes:

Focus on how your calendar app saves them time, not how it uses cutting-edge technology.
Focus on how your course will elevate their career, not how well-attended it is.
Focus on how your sunscreen allows hours of fun in the sun, not how much R&D went into it.

“Your customers don’t care about your product, they care about their problems.” – Sahil Lavingia

#92 - Copywriting Tips

Keep it positive

Hot Tip #92 is to keep the tone of your copywriting positive.

🚫 Chat software that doesn’t sell your info
✅ Chat software focused on privacy

🚫 A legal course that doesn’t ramble
✅ A legal course that’s straight to the point

🚫 Don’t be negative
✅ Keep it positive

Position your offering as a confident solution, not a snarky competitor.

Avoid negative sentences – 8 short lessons to strengthen your writing.

Test new narratives

Hot Tip #98 is to test new narratives for your offering.

This is probably the most advanced Hot Tip in the series, but one worth doing if you have the traffic and budget.

We hammer on about Landing Page copy resonating with a visitor’s specific — singular — problem. But what if your offering solves a few problems really well?

Primary narrative: Your time-tracking software is known for saving freelancers’ time by automating their tax returns. Your API was one of the first to integrate with top tax authorities.

So your Landing Page could read: Tired of filling out tax returns? Our software 100% automates the tax return process for you.

Secondary narrative: Your software sends friendly reminder emails to clients with late payments, resulting in more overall cash flow per month.

This Landing Page could read: Losing control of outstanding payments? Our software reminds your clients for you and increases freelancer cash flow by 20%.

Duplicate your primary page, tweak the copy with the secondary narrative, and edit the imagery to spotlight the ‘client reminder’ emails. Now, set up a new marketing channel to align with the second narrative (late payment) and send them to this new Landing Page.

Repeat for a 3rd or 4th Landing Page
Assess results
Drop the Landing Page with the worst results
Increase the budget for the top performers

The above exercise epitomizes the power of Landing Pages.

The end.

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