1. 10-Spaces Consulting, Inc
design & strategy for the web
PPC Training
Session 7
Landing Copy Writing

2. PPC Training Recap
• Session 1 - Keyword Meaning
• Session 2 - Keyword Research
• Session 3 - Adwords Campaign Setup
• Session 4 - Advanced Adwords Tools
• Session 5 - PPC Ad Copy
• Session 6 - PPC Landing Pages

3. Landing Page Mechanics
Review

4. Landing Page Mechanics
• Logo
• Response Devices
• Headline
• Hero Shot
• Hero Shot/Caption
• Subheadline

5. Landing Page Mechanics
• Sentence 1, Sentence 2, Sentence 3
Sequence
• Testimonials
• Guarantees
• Offer Bonuses
• Deadlines

6. Landing Page Mechanics
• Credibility, Trust and Assurance Icons
• Response Devices
• Call-to-Action

7. Call-to-Action
• Free shipping
• Free Shipping with cut off
• Inventory indicator / Limited quantity
• Add to cart
• Irresistible Offer - bonuses, extras

8. Copy Writing Model
AIDA

9. AIDA
• A = Attention - benefits in harmony with
keyword intent. Identify needs & empathize
• I = Interest (features)
• D = Desire - offer + bonuses/incentives
• A= Action - add to cart

10. Copy Writing Sequence

11. Copy Writing Sequence
#1 - Bly
• Get Attention
• Show a Need
• Satisfy Need
• Position Product as a Solution
• Prove Your Product Can Do What You Say
• Ask for Action

12. Copy Writing Sequence
#2 - Sugarman
• Interest/Excitement - Echo Customer
Need
• Drama
• Why Different
• Benefits - How to use
• Unique Features
• Justify Purchase
• Guarantees - Explain Lasting Value &
Service
• Ask for Order

13. Landing Page Sequence
Breakdown

14. Effective Landing Page
Copy

15. Getting Attention
• Belief - what do your customers believe;
attitudes toward product
• Feelings - confident, brash, nervous, fearful
• Desires - what are their goals? what change
do they want in their lives?

16. Important Things to
Know about Copy
Sequence
• Customers start their decision process on
emotions
• Customers justify their decision process
based on logic
• They use logic to justify their emotions

17. Rules for Copy Length
• High price = more explanation
• Less known = more explanation

18. Rules for Effective
Landing Copy
• Headline Leads to Subheadline to 1st
Sentence, to 2nd, etc
• Use conversational tone - ‘you’ not ‘we’
• “Don’t wee wee on yourself” - Karon
Thackston
• Use active voice - who did what?

19. Rules for Effective
Landing Copy
• Harmonize copy with benefits and search
intent
• Product descriptions- explain simple
products in complex way, complicated
products in simple way.

20. Psychological Triggers

21. Pyschological Triggers
• Involvement and Ownership - take,
imagine, description of use, description of
the end results

22. Pyschological Triggers
• Honesty - copy describes product
accurately, even at the cost of opting some
customers out of the sale--”maybe its not
for you”

23. Pyschological Triggers
• Integrity - clean and polished presentation
design and layout--reflection of company

24. Pyschological Triggers
• Credibility - establish truthfulness about
what the product will and won’t do. Not
cliche, rash, exaggerated.

25. Pyschological Triggers
• Proof of Value - position and compare your
product to something similar on the
market. Disharmony = can’t find good
reason

26. Pyschological Triggers
• Justify - response to customer’s internal
question: “Can I really justify this purchase”

27. Pyschological Triggers
• Greed - attraction to bargains

28. Pyschological Triggers
• Establish Authority - find way to establish
company as the authority on the topic

29. Pyschological Triggers
• Satisfaction - rule out the fear of being
dissatisfied by explaining guarantees

30. Pyschological Triggers
• Prospect Nature - emotional aspects of
your prospect what would respond best to
a solution to their exact needs (i.e.
problem, frustration, etc).

31. Pyschological Triggers
• Linking - link product to what the
consumer already knows and understands
(i.e. simile, personification).

32. Pyschological Triggers
• Consistency - consumer will continue to
act consistently with their commitment.
Feel like they can’t turn back; its 2x easier
to ask customer to buy more while they
are still nodding their heads (double profit
in once setting).

33. Pyschological Triggers
• Harmonize - ride the jet stream of where
your market is, and what customers are
demanding; either fads or expectations

34. Pyschological Triggers
• Desire to Belong - don’t want to be left out
of the result, lifestyle, clique, or social status
they desire

35. Pyschological Triggers
• Curiosity - paint a picture of the outcome,
but tell just enough. Left with response “I’m
curious whether this thing will work the
way they describe it. If it did, WOW! I’d
finally solve my problem.”

36. Pyschological Triggers
• Urgency - if they don’t feel guilty if they
don’t buy now, they probably won’t buy. The
feel guilty because the offer is too good to
pass up.

37. Pyschological Triggers
• Fear - part of urgency is based on fear;
don’t want to miss out on the opportunity.
Fear can also be about wanting to avoid an
outcome: get sick, loose money.

38. Pyschological Triggers
• Gratification - expedited shipping could be
a deciding factor in and of itself.

39. Pyschological Triggers
• Exclusivity, Rarity, Uniqueness - limited
production, factors can only get from you,
harmonized benefits that would be hard to
find (i.e. simply describing the offer in the
right way can achieve this).

40. Pyschological Triggers
• Human Relationships - humanize the offer
with conversational copy in harmony with
searcher intent. Design elements, like
pictures etc, should also help bring human
element.

41. Pyschological Triggers
• Storytelling - humans are wired to listen to
stories. Telling one can captivate audience, if
they don’t want to be captivated (e.g.
Barack Obama, Lee Herrington, etc)

42. Pyschological Triggers
• Mental Engagement - being kept in
suspense can keep engaged; forced to listen
to the details when in suspense mode.

43. Pyschological Triggers
• Guilt - Receiving something of value you
feel an obligation to take some action in
return

44. Pyschological Triggers
• Specificity - be specific in your
explanations; establishes credibility (e.g.
“doctors everywhere recommend” vs. “90%
of doctors recommend”).

45. Pyschological Triggers
• Familiarity - create familiarity (as you would
feel comfortable with family) by using
familiar words: “red”, “7”, “10”, “free”, “sale”

46. Pyschological Triggers
• Hope - the hope of solving something,
attaining, achieving, etc is a trigger.

47. Landing Page Headlines
& Subheadlines

48. Tips for Landing Page
Headlines/Subheadlines
• 1) Put a number in the subject line. -
Subject: The 22 habits of financially
successful writers
• 2) Be mysterious. - Subject: The easiest
product to sell online

49. Tips for Landing Page
Headlines/Subheadlines
• 3) Make a big promise. - Subject: Get paid
$22,500 to write a letter?
• 4) Make a 2nd promise - offer something
more believable as a second offer

50. Tips for Landing Page
Headlines/Subheadlines
• 5) Ask a question. - Subject: Is there a book
inside you?
• 6) Offer to reveal some secrets. - Subject: 3
"lost secrets" of a winning USP

51. Session 8 - PPC/
Adwords Q and A