【 Master landing page copywriting 】
As a founder, writing landing page copy is never easy! The key to writing a more relatable copy is to understand the difference between feature (here's what our product can do) and benefit (here's what you can do with our product). Founders are often great with the former but the latter is what influences the majority of customers behavior.
Benefit is what the customer actually buys, a better version of themselves. Benefit is about describing your customer in the future once they use your product. For example:
Google Analytics - “Get to know your customers”
Uber - “Move the way you want”
Evernote - “Feel organized without the effort”
Customers can clearly relate to the copies above, they know exactly how they will become once they use the product, because it’s telling them exactly that! On the other hand, if we take the core features from the example companies above and use it as their main copy:
Google Analytics - “Data Analytics, Visualization and Reporting”
Uber - “Rides on demand, Upfront Pricing in real time”
Evernote - “Webclipper, Notebooks & Tags, Multi-Device Sync”
The product doesn’t change, but now customers have a harder time connecting these features to how it benefits their situation. And if customers are unable to identify the benefit we are offering, they will bounce and most likely never return to try our product!
So how do we write a benefit oriented copy?
We need to really know our customers. What's troubling them? What situation are they in? It’s important to speak with them, make sure we identify the language used to describe their situation and use that in our copy. For example:
Google Analytics customer: “I want to know how my users are engaging with my content and website”
Another approach is why we built this product in the first place. We didn't simply build an analytics tool for the sake of being able to track every action on the internet, we built this tool so we can understand our own customers. Benefit is often the why behind the what.
Once the benefit is sold, features are used to explain how we’ll make it happen, it can help customers connect the dots and put our benefits into greater context. There are two ways to this:
Justification: Using feature to justify how we can guarantee the benefit.
Differentiation: Using feature as a point of difference to our competitors.
The key is to use benefit as your main copy to match customer’s intention, to resolve why they came to your website. Then use features to convince them, to support your claim, differentiate your product and close the sale.
So what's on your landing page? Can your customers instantly know the benefits your product provide? Or are you telling them what your product can do?
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If you are an #AI or #blockchain #startup looking to grow your network and learn more about how to build a startup, join AppWorks Accelerator #19 here: http://bit.ly/2J3mbmZ
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by Jack An
Analyst, AppWorks
同時也有1部Youtube影片,追蹤數超過11萬的網紅Serene Vitale,也在其Youtube影片中提到,「很多時候,選擇付諸行動,最壞的狀況其實就只是維持現狀,不是很划算嗎?」 ♥ Follow Me: *NY Fashion Intern Diary @ Dcard: https://ppt.cc/fJnDnx *Instagram: serene_her_morning_elegance : h...
google connect the dots 在 Angela治療筆記 Facebook 的最佳貼文
這次跟朋友聚餐時聊到實體與虛擬通路怎樣是最適合AJ accessories的經營模式。當中剛好來了他另個朋友公司是個韓國代理台灣品牌外銷商,於是AJ有幸成為提案品牌之一。☺️
其間他問了我非常多的問題,我們還聊到SWOT分析、海內外市場⋯等等,這些是我從畢業後,除了某次跟團隊搞了ㄧ個神秘計畫,去比賽跟政府提案,為了那個企劃用的浩浩蕩蕩😂
就再也沒認真思考自己與工作的內外部SWOT分析!
我更突然想起,
當初我考大學時,非常想唸時裝設計任何相關科系,但我不管文科還是術科就都沒考上。
那時其實我非常難過沮喪,所以只好退而求其次。
那時分數落在可上比較有興趣的英文系與大眾傳播學系間,後來我選擇了唸大傳。
我那時的想法很簡單,因為覺得語言可以想辦法自己學,或找人練習。而我要的只是看懂、讀懂,跟外國人溝通流暢而已,並沒有想學的太文學。
但是媒體,完全是ㄧ般很難靠自己完全接觸的領域,它有很多高度的專業與知識是靠Google學不到的,有很多必須團隊合作的專業分工才能執行成功的。
這個自己去外面補習學應該比較難🤔
所以我就變大傳人了~ 哈
後來到大二面臨分組,我那時心裏其實已經蠢蠢欲動,以後想自己創立品牌或者創業,所以就選擇唸廣告公關。感覺未來比較用的到😂
想起那時本來有點猶豫電視電影....
但現在還是覺得,選廣告公關,是對的選擇。
說到這,讓我想起大ㄧ時看了賈伯斯於2005年對美國史丹福大學畢業生演講的某段內容;
影響我很深。
—'You've got to find what you love,' Jobs says—
Stanford Report, June 14, 2005
Again, you can't connect the dots looking forward; you can only connect them looking backwards. So you have to trust that the dots will somehow connect in your future. You have to trust in something — your gut, destiny, life, karma, whatever. Because believing that the dots will connect down the road will give you the confidence to follow your heart.Even when it leads you off the well worn path, and that will make all the difference. This approach has never let me down, and it has made all the difference in my life.
翻譯:再一次:你沒辦法預見這些點滴如何聯繫,唯有透過回顧,可以看出彼此關聯。
所以你必須相信,無論如何,這些點滴會在未來互相連結,有些東西你必須相信,像你的直覺、天命、人生、因果,諸如此類種種。
而,
這樣的想法讓我再也不輕易沮喪灰心,
學習面臨挫折如何自我調適,
用堅定地心繼續堅定地往前走,
更也的確塑造了我人生中所有的不同。
#跟你們分享❤️
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google connect the dots 在 Serene Vitale Youtube 的最佳貼文
「很多時候,選擇付諸行動,最壞的狀況其實就只是維持現狀,不是很划算嗎?」
♥ Follow Me:
*NY Fashion Intern Diary @ Dcard: https://ppt.cc/fJnDnx
*Instagram: serene_her_morning_elegance : https://ppt.cc/fzijEx
♥ Contact (Business Only) : [email protected]
♥ This video is NOT sponsored.
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