More Persuasive Landing Pages
In today’s post, I’ll be examining three persuasive techniques you can use for landing page optimization, five “power words” for persuasion and what makes them so effective, and how you can use these tactics to make your prospects do what you want them to.
Hook, Line, and Sinker: Grabbing Your Prospects’ Attention
Imagine you’re at a networking event. You’re sipping a crisp glass of Chardonnay, waiting for a breakout session on securing series A financing for educational software companies to begin, when a well-dressed man in his mid-30s walks straight up to you. He grabs your hand, shakes it just a little too hard, before starting to talk about his new startup. No introduction, no conversational pleasantries – he just dives right into his elevator pitch.
Regardless of how revolutionary or impressive it might be, it doesn’t matter what the guy’s startup is actually working on. Why? Because he didn’t bother to grab your attention before launching into his monologue. Believe it or not, this is a mistake made by many marketers on their landing pages.
Some marketers assume that just because someone clicked an ad, the prospect is automatically interested in whatever it is they’re selling. Although that can be true to an extent, it shouldn’t be taken as a given. As a result, many marketers do exactly what the guy at the networking event did – they start trying to impress or persuade you without making sure you’re actually interested first.
Mastering ‘The Hook’
Even if your product or service is truly incredible, it’s crucial to get your prospects’ attention before trying to persuade them. The most effective way to do this is to manipulate their emotions.
We’ve said it before, but it bears repeating – people don’t want to buy things, they want to solve their problems. Understanding and leveraging this principle is important in your ad copy, but it becomes even more important on your landing pages. If you can exploit the promised emotional payoff of solving a prospect’s problem with your product or service, they’re as good as converted.
Hooks can take many forms. Let’s look at an example that uses fear as its hook.
Overall, this landing page isn’t actually that great, but we won’t focus on its shortcomings right now. What I want to highlight is the language used in the banner image at the top of the page. This example demonstrates how the inclusion of a single word can make a powerful impact.
Imagine if the banner copy simply read, “Make Home Feel Safe.” Not particularly powerful or persuasive, right? However, by adding “Again” to the copy, the company is actually manipulating the emotions of its prospects. In this context, the word “again” implies that home used to feel safe, but doesn’t anymore. This copy also implies that, by choosing a SimpliSafe home security system, homeowners will feel safe again, which is the real emotional payoff prospects are looking for.
This example of persuasive copywriting does exactly what it’s supposed to – grabs SimpliSafe’s prospects’ attention (in this case, by manipulating their fears), prompting them to read more about SimpliSafe’s services.
Using Sensory and Aspirational Language
You may recall that, earlier in this post, I used an example of a bold, overly confident man striding up to you at a networking event to illustrate a point.
I could have simply stated that most marketers go straight into persuasion mode without grabbing your attention first, but I’d wager that the technique I used was far more effective. Why? Because I made you use your imagination.
By including sensory adjectives such as “crisp” in relation to the Chardonnay, I made it easier to imagine being there, sipping the wine, before being approached by the cocky entrepreneur. My primary goal was to create a strong connection in your mind between the imagined scene and the point I was making.
Admittedly, using sensory language to create scenes in your prospects’ minds can be difficult on landing pages. After all, your prospects don’t want to read a story, they want to learn how your product or service can solve their problems. However, that doesn’t lessen the impact that using evocative language to paint pictures in your visitors’ minds can have, or mean that using this technique is impossible on a landing page.
Painting Pictures with Words
Let’s say you’re looking for a company to remodel your kitchen. There are likely several practical considerations you’re looking to address, such as insufficient counter space or poorly-fitted cupboards. However, many people who want their kitchens remodeled also want to create an entirely new space in their home; a place they can not only cook, but spend time with their family and friends.
Let’s take a look at an example that addresses the aspirational qualities of this type of prospect through persuasive copywriting on their landing pag