Why I Love Excuses
Sometimes I don't get hired to work on a "project" with a specific timeline...
Sometimes it's more abstract.
Because it's difficult to get the idea out of your head...
And into others' heads...
So sometimes I'm hired in the conceptual phase of a brand.
Here's something I want to share with you from a recent consultation:
Client: When I post about X topic my audience always writes a bunch of excuses in the comments.
Me: Did you write them down?
Client: No.
Me: You should. That's gold.
Me: Write down all of the excuses they write in the comments and then use the most common ones on your landing page.
So...
When you're putting together your next landing page...
Here's one format you can follow:
Pre-Headline (small text, maybe 12px)
Headline (large text, maybe 32px)
Sub-Headline (maybe 22px)
And a simple formula to follow for your copy is:
Pre-Headline = Call out the audience
Example: "For teachers and coaches who want to grow their online business." or "For parents of 3-year-olds who are eager to read."
Headline = Big Idea and Mechanism
There are two directions you might go here. One is called "Big Idea", which focuses on the big payout they are going to get. The other is called "Mechanism", which focuses on the thing that will cause change or transformation. I like to incorporate both.
Example: "New Book Reveals How To Double Your Business In The Next 45 Days!" or "New Case Study Reveals The Secret To Getting Your 3-Year-Old To Start Reading."
In this example, "new book" is the mechanism and "double your business in 45 days" is the big idea.
Sub-Headline = Remove Obstacles/Objections or Sweeten the Deal
Again, there are two directions you might go here. One is to remove obstacles or objections, in which case we might use something like "Without" or "Even If". The other is to sweeten the deal, in which case we might use something like "While Also" or simply "And".
Example: "Even if you don't have an audience, don't have a product, and don't know anything about business." or "While also improving their logic, focus, and emotional intelligence."
So...
You can take the excuses that your audience makes...
You know, the ones in the comments under your posts and videos...
And you can fight against them in your landing page copy...
Specifically in the sub-headline (but it also works as the second part of the headline itself).
If they complain, "I want to do it, but I don't have time."
You write, "Without breaking your routine."
If they complain, "My kids won't listen long enough to learn anything."
You write, "Even if your child won't focus."
And that's why I love excuses...
They are GOLD for landing pages and sales pages.
To your success,