Online Copywriting: How to Write a Landing Page for a Lead Magnet | Alan Sharpe | Skillshare

Playback Speed

  • 0.5x
  • 1x (Normal)
  • 1.25x
  • 1.5x
  • 2x

Online Copywriting: How to Write a Landing Page for a Lead Magnet

teacher avatar Alan Sharpe, Copywriting Instructor

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

11 Lessons (1h 24m)
    • 1. Lead Magnet Promo

    • 2. Four ingredients of a successful landing page

    • 3. Start with your potential customer

    • 4. Package your lead magnet properly

    • 5. Answer three questions before you start writing

    • 6. Write powerful headlines and subheads

    • 7. Be specific

    • 8. Be unique

    • 9. Give them pain. Or pleasure.

    • 10. Craft a compelling call to action

    • 11. Take these four steps before you go live

  • --
  • Beginner level
  • Intermediate level
  • Advanced level
  • All levels
  • Beg/Int level
  • Int/Adv level

Community Generated

The level is determined by a majority opinion of students who have reviewed this class. The teacher's recommendation is shown until at least 5 student responses are collected.





About This Class

A whopping ninety-six percent of people who visit your website are not ready to buy anything during their first visit. If you want them to come back a second time, you need to capture their names and email addresses.

But there's your challenge. Most website visitors don't want to give you their name and email address. Website visitors are the online equivalent of retail shoppers who are approached by a salesperson. Offline, the salesperson asks, "May I help you?" And how do you reply? "No thanks, I'm just looking."

Online, those infuriating pop-up ads ask you for your name and email address, and what do you do? You say, "I don't think so." And you click away.

This is where lead magnets come in.

A lead magnet is something of value that you offer your website visitors in exchange for their contact details. They get the lead magnet. You get the lead. But ONLY if your landing page is effective.

Welcome to my course, How to Write a Landing Page for a Lead Magnet. I've been writing direct-response copy since 1989. I've written in all of the channels: offline, online, outdoor, mobile, radio, television, video and social. On Udemy, I teach copywriting to over fourteen thousand students from one hundred and forty-two countries. I'm one of the top-rated instructors in the copywriting niche on Udemy.

Learn How to Generate Leads with a Landing Page Magnet

This course teaches you how to use direct-response copywriting tactics to write landing pages for lead magnets. Landing pages are different from other types of web pages. And landing pages for lead magnets are different from other types of landing pages. At the end of this course, you’ll know how to write a landing page that persuades visitors to give you their name and email address. In other words, you'll know how to write direct-response copy that generates online sales leads.

This course is divided into ten essential lessons. 

YOUR EFFECTIVENESS: During lesson one, you learn the four things that you must get right to create an effective landing page for a lead magnet.

YOUR AUDIENCE: Lesson two is all about your target audience. I tell you the questions you need to ask about your potential customers, and where to find the answers to your questions.

YOUR PACKAGING: In lesson three, we examine how to "package" your lead magnet. You can have the best lead magnet in the world, but if you don't present it properly, it won't convert many visitors into leads.

YOUR CONTEXT: Lesson four is about context. Before you write a word of copy, you need to understand where your visitor has come from, what they are going to see on your landing page besides your copy, and where they are headed next in the sales funnel after they leave your landing page.

YOUR HEADLINE: In lesson five, I teach you how to grab interest with headlines and subheads—headlines and subheads that compel your landing-page visitors to give you their names and email address in exchange for your lead magnet.

YOUR PITCH: Lesson six is about how to "describe" your lead magnet. Too many landing pages make one fatal mistake – they don’t describe exactly what the lead magnet "is." I teach you what you need to know to turn generalities into specifics.

YOUR VALUE PROPOSITION: In lesson seven, we discuss features, benefits and value propositions. Every lead magnet is a value proposition. You are offering something of value to your lead in exchange for something of value to you. We look at the key things that make your value propositions effective.

YOUR TWO MOTIVATORS: In lesson eight, we look at the two great motivators of consumer behaviour—pain and pleasure. Consumers avoid pain, and seek pleasure. I teach you how to harness these two great motivators in your direct-response copy so that your landing pages turn more visitors into leads.

YOUR CALL TO ACTION: In lesson nine, you learn how to push buttons—call to action buttons, that is. The words you put on your call to action button are vital. I show you five ways to compel visitors to push your buttons.

YOUR FINAL STEP: Lesson ten isn't about copywriting as much as it is about revising and editing and proofreading your copy. I show you the four steps you must take to improve your landing page copy before you go live.

Practical, Specific, Effective

Every one of these lessons is filled with practical, step-by-step advice. I give you the tools, tips and tricks that I've learned over the decades as a direct-response copywriter. I use dozens of examples from the real world of landing pages for lead magnets. I describe what works, what doesn't, and why.

Is this Course for You?

I designed this course for copywriters who need to write landing-page copy that converts visitors into leads. In other words, copywriters who need to use direct-response techniques to generate online leads.

Learn more about the course by reviewing the course curriculum. Watch the free preview lessons. Read the reviews from my satisfied students. Then enroll today.

Meet Your Teacher

Teacher Profile Image

Alan Sharpe

Copywriting Instructor


Are you reading my bio because you want to improve your copywriting? Bonus. That makes two of us.

Are you looking for a copywriting coach who has written for Fortune 500 accounts (Apple, IBM, Hilton Hotels, Bell)? Check.

Do you want your copywriting instructor to have experience writing in multiple channels (print, online, direct mail, radio, television, outdoor, packaging, branding)? Groovy.

If you had your way, would your copy coach also be a guy who has allergic reactions to exclamation marks, who thinks honesty in advertising is not an oxymoron, and who believes the most important person in this paragraph is you? 

Take my courses.

I'm Alan Sharpe. Pleased to make your acquaintance. I'm a 30-year veteran copywriter who has been teaching pe... See full profile

Class Ratings

Expectations Met?
  • Exceeded!
  • Yes
  • Somewhat
  • Not really
Reviews Archive

In October 2018, we updated our review system to improve the way we collect feedback. Below are the reviews written before that update.

Why Join Skillshare?

Take award-winning Skillshare Original Classes

Each class has short lessons, hands-on projects

Your membership supports Skillshare teachers

Learn From Anywhere

Take classes on the go with the Skillshare app. Stream or download to watch on the plane, the subway, or wherever you learn best.


1. Lead Magnet Promo: Ah, whopping 96% of people who visit your website are not ready to buy anything during their first visit. If you want them to come back a second time, you need to capture their name and email address. But there's your challenge. Most website visitors don't want to give you their name and email address. Website Visitors are the online equivalent of retail shoppers who are approached by a sales person off line. The sales person asks, May I help you? And how do you reply? No, thanks. I'm just looking online. Those infuriating pop up ads ask you for your name and email address and what do you do? You say? I don't think so and you click away. This is where lead magnets come in. Ah, lead magnet is something of value that you offer your website visitors In exchange for their contact details, they get the lead magnets and you get the lead. But only if your landing page is effective. Welcome to my course. How to write a landing page for a lead magnet. I'm your instructor, Alan Sharp. I've been writing direct response copy since 1989. I've written in all of the channels offline online, outdoor, mobile radio, television, video and social on you. To me, I teach copyrighting to over 14,000 students from 142 countries. I'm one of the top rated instructors in the copyrighting niche on you. To me, this course teaches you how to use direct response copyrighting tactics to write landing pages for lead magnets. Landing pages are different from other types of Web pages and landing pages for lead magnets are different from other types of landing pages. At the end of this course, you'll know how to write a landing page that persuades visitors to give you their name and email address. In other words, you'll know how to write direct response copy that generates online sales leads. This course is divided into 10 essential lessons. During Lesson one, you learn the four things that you must get right to create an effective landing page for a lead magnet. Lesson two is all about your target audience. I tell you the questions you need to ask about your potential customers and where to find the answers to those questions. In less than three, we examine how tow package your lead magnet. You can have the best lead magnet in the world, but if you don't present it properly, it won't convert many visitors until leads. Lesson four is all about context. Before you write a word of copy, you need to understand where your visitor has come from, what they are going to see on your landing page and where they are headed next in the sales funnel after they leave your landing page in less than five, I teach you how to grab interest with headlines and subheds. Headlines and subheds that compel your landing page visitors to give you their names and email addresses in exchange for your lead magnets. Lesson six is about how to describe your lead magnet. Too many landing pages made one fatal mistake. They don't describe exactly what the lead magnet is. I teach you what you need to know to turn generalities into specifics. In less than seven, we discuss features, benefits and value propositions. Every lead magnet is a value proposition. You're offering something of value to your lead in exchange for something of value to you. We look at the key things that make your value propositions effective in less than eight. We look the two great motivators of consumer behavior, pain and pleasure. Consumers avoid pain, and they seek pleasure. I teach you how to harness these two great motivators in your direct response copy so that your landing page turns visitors into Leeds. In less than nine, you learn how to push buttons. Call to action buttons. That is, the words you put on your call to action button are vital. I show you five ways to compel your visitors to push your buttons. Lesson 10 is the final lesson. It's not really about copyrighting as much as it is about revising and editing and proofreading your copy. I show you the four steps you must take to improve your landing page copy before you publish and go life. Every one of these lessons is filled with practical, step by step advice. I give you the tools, tips and tricks that I've learned over the decades. As a direct response copywriter, I used dozens of examples from the real world of landing pages for lead magnets. I describe what works what doesn't and why I designed this course for copywriters who need to write landing page copy that converts visitors into leads. In other words, copywriters who need to use direct response techniques to generate online leads. Learn more about this course by reviewing the course description and course outline below. Watch the free preview lessons, read reviews from my other satisfied students, then enrolled today. 2. Four ingredients of a successful landing page: How would you like to attract thousands of new visitors to your website every month where you can with a lead magnet someone who gives you their name and email address when they visit your website is called a lead or a sales lead. A lead magnet is simply an incentive that you give website visitors so that they give you their name and email address on your website. It could be a free e book access to a hidden article, printable worksheets, even an entry in a prize draw. The lead magnet is the thing that attracts leads and persuades them to give you their name and email address. To offer a lead magnet, you need a landing page. Here's what I mean. Check out this lead magnet from Coast schedule. Here. They offer access to exclusive content in exchange for your contact details. People who come to this website will be enticed or attracted to the lead magnet. They enter their name and email address into a form, and they receive the lead magnet in return. Once you type in your name and email address, you enter the sales fund. A sales funnel is a series of steps or stages that a lead takes from initial contact with a company all the way through to their purchase. The lead magnet falls under the hot leads portion of this sales funnel. It's right at the very top of the sales funnel landing pages for lead magnets are different for other kinds of landing pages. When you write a landing page for a pay product, for example, most of the time you have lots of real estate toe work with check out this landing page. It's from Mark an angel dot com. It's a self help course called Getting Back Toe Happy. The landing page has 5.5 1000 words. That's a lot. Ah, laid magnet landing page is much shorter. You have to pack a lot of information into just a few words, so you have to be ruthless with your editing. Every single word needs to count on a landing page for a leave magnet. Check out this lying pays to see what I mean. That has a grand total of 16 words. Forget about constant frugality. My Free Insiders kit will show you how to earn more money. That 16 words, you'll probably have Mawr than 16. Worse to write, but you get the idea less Is Mawr on this kind of landing page. You want your visitors to eagerly give you their email addresses and names, and you need to have a plan to make that happen. Let's talk about the four ingredients of a successful landing page for a lead magnet. First of all, you must hook your reader. You do this with your headline as soon as your prospects read a headline that doesn't grab their attention. They click the back button on their computers, right, so your headline needs to be compelling. Here's nail Patel's headline on one of his many landing pages. Quote learned the simple tactic I used to rank number one for online marketing unquote. Now that's a lot better than grow your traffic with CEO or something boring like that that your readers I is gonna fall from the headline to the subhead. Your subhead needs to give mawr information that excites your reader or creates another strong feeling in them that hooks them. It makes them want to keep breeding and click the button. They need to be hanging off your every word right now. This is a sign that box from Louise Hay. It's not really working for me. The fonts that she uses make it unclear which is the headline, which is the subhead. That's one of the main problems with this lining. Here's what she says. Hello, dear friend them. This is a special place to share. These are all in the same font, and so it's unclear if this is the part of the heading. Part of some had what is? For another thing, I'm not sure that this landing page makes grammatical sense at all. Louisa's journey affirmations and to encourage joy in your life, doesn't it doesn't really make grammatical sense, and it doesn't create a very strong desire in the visitor. It's all about Louise. It's not enough about the website visitor of the prospect. After your subhead, your reader comes to your body copy. This needs to excite as well. Every word needs to make the reader desperate to keep going on to find out what this lead magnet is all about. I like this body copy from Lisa Sassy Bitch. Here's her Hedlund bu sell more Love your life that's inspiring. It's a little bit vague. The think you'll agree that Gabi, though, tells you exactly what you're getting. Plus the benefits. Here's what she says. Imagine selling your product or service without feeling pushy or sales e. Download your irresistible offer blueprint. Now she also touches on your pain points of feeling pushy or sales it when you're selling something so this landing page works. Tip number two is to narrow your focus. Part of your narrow focus is created by teaching down the league magnet itself. You need a lead magnet that's specific offered to a specific set of people. Ah, lead magnet like wise 27 affirmations to bring back the spark in your marriage is much more compelling than a free book of 27 affirmations. This is because that headline is aimed at a specific audience in this case, Dissatisfied Wives, and it offers something specific affirmations to make their marriage exciting. Again. Let's check out a couple more examples. I don't think this is doing I Atlanta justice. It's just too vague. Don't give up five minutes before the miracle. Let's start your journey together. That's that's about all the info we're getting here on this landing pace. This is just not compelling or specific enough, which is a shame. Maybe I e n yang lot, that's for maybe she can change millions of people's lives, But a poor magnet means that her wisdom won't go as far she hopes to. This e book offer from social triggers is much better. Quote. Want to learn how to get 5000 subscribers for free? Derek will teach you simple tactics to attract lifelong customers through riel world examples. Unquote, this lead magnet offers a measurable result of 5000 subscribers to a specific audience. Those who want subscribers but don't have the money to pay to get them. It also explains how this information is going to be delivered. I like this. If you have a specific lead magnet that addresses a clear target audience and offers a clear specific benefit, great, you can carry that focus through your copy. If not, you're gonna need to ask yourself or ask your client if you're writing for them who they are offering the lead magnet to and for what purpose. That way, even if the lead magnet isn't niche down enough, you can nish it down through your copy on the landing page to make it more effective. Remember, you can't be everything to everybody or your copy will simply be watered down. The real appeal is in specific tools for specific people. Tip number three Talk the language of your target audience. What are their interests? What benefits are they looking for? What negative outcomes are they trying to avoid? In essence, what do they want? Tap into their language, speak in their terms right in language that they're familiar with? If you're selling spirituals services to business professionals, for example, and you use terms like expanding consciousness or chakra balancing, that audience is going to switch off pretty quickly. But if you use terms like personal development and increasing productivity, you're gonna get on a lot better because you're speaking their language. It's all about presenting the lead magnet in a way that the target audience can understand and get excited about. You want to sound like you're a friend chatting over a coffee. You don't want to sound like you're someone for out of their social circle. We're out of their professional circle, trying to sell them something your client or your team should know what makes your audience tick and let you in on that information. If not, you can do your own research on how your prospects talk. Lastly, you'll need to make the offer absolutely irresistible. Yes, that sounds hard, but it's certainly not impossible. You want to create a sense of I have toe have this right now in your reader. That sounds difficult, but you could do it in a few ways. Highlight benefits. For one thing, remind your reader of pain that they rather avoid at a call to action. Talk about time in various ways to prompt the reader toe act. Now add social proof or testimonials. If they're short and sweet, check out this testimonial from Neil Patel on Brian Deane's lead magnet Sign up box quote. When it comes to Link Building, Brian Deane is the best in the business, unquote, that one tiny line probably makes a massive difference to conversion rates, Neil Patel said. If you want to make an effective landing page for Elite magnet, you have to hook your reader and keep them hooked. You have to keep a narrow focus. You have to talk the language of your reader, and you have to make your offer sizzle. Above all, your page has to be irresistible. You have to make your reader fall in love with your offer. 3. Start with your potential customer: research shows that communicators who understand their audience are more successful in their communication goals than communicators who do not. If you're writing a landing page for a lead magnet for any landing page for that matter, you'll want to delve into your potential customers, lives and their psyches to find out who they are and why they buy. With this information, you'll tailor your landing page copy to make directly relevant to your audience. In part, one of this lesson, we're gonna go through what you need to find out about your audience. Then in part, two of this lesson will go through how you can find out that information. What do you need to find out? I'm gonna give you a quick checklist off all the things you need to find out about your potential customer about your leads. You can refer back to this checklist any time you're writing copy to ensure you have all the information you need in order to tailor your copy to your audience. Number one is what results are they looking for? This answer will be related to the lead magnet and the paid products that you're offering later on. Examples of things that people want are they want to lose weight and they want a master s seo techniques. Here's another example. If you were presented with this lead magnet by a client an e book on how to increase your E books ranking on Amazon, you can easily see that the result that the audience wants is to sell more e books. Number two. How can this improve their lives? This expands on what results they're looking for with benefits. For example, losing weight might make you more attractive, make you feel more confident and make you healthier and live longer. Mastering search engine optimization techniques could give you the benefits of ranking highly and Google, which could mean more popularity online. More traffic to your website and, ultimately, more money through ads or products or services that you sell. Try to think in terms of whole life benefits as well. Look at this intra box from Kindle Pirner. Hey, guys, I'm Dave, and when I'm not sipping tea with princesses or chasing the Boogie Man out of closets, I'm a Kindle partner and digital marketing nut. It's my career, my hobby and passion. Also, he's got a picture here of himself with the baby strapped to him, both the picture and the text make one benefit clear. He's able to spend a lot of time with this family, so selling more e books could have a benefit of spending more time with family. Mastering search engine optimization techniques could also have that benefit. Try to think of benefits across all areas of your audiences lives. Question. Number three that you want to answer is what are their pain points? What outcomes are my potential? Customers trying to avoid on audience for weight loss would obviously be trying to avoid weight gain or staying overweight. Question number four. How would that ruin their lives? This is a cheerful question to have to ask. Think about the fears and pains that your customers have. How would those impact their life negatively? How will they affect them emotionally, mentally, financially in terms of their career, their health, their relationships? Think of everything that could possibly go wrong. Question number five. What excites them and appeals to them beyond the scope of what you're offering your client , your potential customer, what excites them and makes them tick. What appeals to them? What do they spend their time doing just because they love to do it. What gets them Starting Conversations on social media. Question number six What phrases and language do they use in your writing? You want to sound like a friend when you're writing a landing page. This means you need to find out the words and phrases that your leads and potential customers use and incorporate them into your copy. Question number seven. What kind of tone will they trust? Depending on the product or service that you're offering and to whom you're offering it to , the tone of your writing will change. You have to find out if your audience needs your tone to be formal or casual or cool. Now it's time for Part two. How you get this information. It's time to get digging and delving and investigating. Method Number one is to use existing demographics. What do you work on a team or for a client? You should be given some kind of audience demographics that will answer many of the questions in part to you'll be given that information. If you're not given anything, you need toe. Ask those questions. Find out what the client or other members of the team already know about your audience. Method number to peek at your competitors. Those who are already successful in your knee sure in your industry must be doing something right when it comes to communicating with their audience, which is also your audience. Take a look through their work, their websites that brochures their collateral and answered the checklist of questions in the copy method. Three. Read comments. This is one of the best ways to find out the language of your audience, blog's and forums, whether they, whether they're yours or whether they belong to your competitors or industry publications. There are a gold mine of phrases and key terminology. Method number four. Check your blog's engagement statistics If the brand that you're writing a landing page for has a blawg find out its engagement statistics, which posts are the most popular. Which types of posts gained the most clicks and likes and shares and comments. Method number five Social listening Check out some of your audience on social media, whether that's Twitter, instagram, Facebook or something else. What is your audience sharing? What conversations are they having? How are they engaging? Method six survey results. Sometimes companies run surveys to find out more about their audience, their audiences preferences and their buying habits. If the brand that you're writing for runs any surveys asked to see them, you can learn a great deal about your audience from survey answers. By the time you've gone through this process, finding answers to the seven questions using the six methods of uncovering that information , you'll know your audience much better. That means you're ready to create compelling copy that makes your audience desperate to hit the download button and get your lead magnet. 4. Package your lead magnet properly: you can have the best lead magnet in the world, but if it's not presented to your audience properly, it won't sell. It won't be downloaded. It won't have the impact you want. It won't get enough downloads, which will stunt the growth of your email list, and you won't be able to reach as many people with the helpful advice or tips that lead magnets often contain. For example, look at this lead magnet presentation from the Breakthrough Psychology program. The offer is a free Kindle e book. The writer begins with high folks. My name is Eric Linderman, and I operate this website, which receives over 80,000 visitors per year. Unquote, this is too focused on the site itself, not on the benefits it can offer readers or the pain points that that it can help visitors solve. He then goes on to invite guest writers to submit articles, which should be in a different part of the website, not in the lead magnet offer. Then, he says, Meanwhile, I also want to offer you a free book via Amazon Kindle, which has over 10,000 readers. Sign up via email and I will send you a copy. It's good to know that this book has 10,000 readers as it shows social proof of its success . But we don't even know the title of the book. We have no idea if this e book is even of interest of us or how it will help us. It would be better if this person had focused more on the benefits and pain points that the E book can help through its features. This lead magnet could be wonderful and helped so many people. But the truth is because of the way it's presented, not as many people will download it as this writer. This person would ideally want in this lesson that I'm going to show you how to package a lead magnet to make it look more attractive to your leads. This is a simple, two step process that's easy to follow. Step one is to familiarize yourself with the lead magnet in his much detail as you can now . You can do this in one of two ways. You can either read or look through the lead magnet yourself, or you can get an overview of the lead magnet from the person who created you want to make sure that your economical with your time here, if the lead magnet is a 500 page book or a seven part video series, then going through it all is probably not going to be the best use of your time. However, you could read the contents page to get the information you need or read the preface, or read the video titles and the summary As you're going through the lead magnet. Make notes about the different parts. The different components. Step two in the process is the link up the features of the lead magnet with the audiences, desires and pain points. Before you start writing a landing page for a lead magnet, you should know the desires and the pain of the audience that you're writing. For example, if you have a lead magnet on tips and tricks for expert contouring, the desires will be toe look professionally made up and to enhance beauty. Pain points might be doing bad contouring, which ends up giving you tied marks and making you look like a tiger. You would then link up these desires and pain points with features in your lead magnet, for example, includes tips and tricks on the best lighting to make sure you don't go outside looking like a tiger. You may not end up including all the features in your copy, but it is great practice toe. Have a list toe work from. Here's a great example off highlighting pain points in your copy. Tired of updating your projects in spreadsheets? Stop wasting time by tracking everything in spreadsheets. Thes people tap into two business pain points. Being tired and wasting time. Avoiding these two pain points prompts the lead to type in their email address and click. Learn how. Now they've avoided including the features of the lead magnet here, instead using pain points to generate curiosity. When the prospect enters there email address and their name, they're gonna receive an email that lets some gnome or about the features of this lead magnet. Let's work through an example of linking pain points and benefits to features. This is a book called I Don't Want to Be an M Path Anymore by or a North. Let's pretend that this is the lead magnet we've been given to work with as copywriters. The book is, Ah, 108 pages long, so it will not be practical to read it all. Let's take a look at the contents and see what desires and pain points we can pick out and match those with features of the e book. Chapter one is called The Story of the Overwhelmed M Path. Right away we have a pain point being overwhelmed. Then, under Chapter two, we read, It's your turn for transformation. That's another benefit in this section, or shows a selection of tools such as rituals and connecting with nature for em paths to use to make life easier. There's plenty more in this book, but using the examples that we've covered so far, we could come up with a link between the features and benefits and pain points. We could say this book includes a box of tools for overwhelmed M paths to kick start their transformation. Let me sum up to ensure that you're presenting your lead magnet properly in your copy. You'll have to be prepared, and you prepare by familiarizing yourself with the lead magnet and linking up features of the lead magnet with the desires and pain points of your audience. That way, you could present your lead magnet in the best possible light, and people will download it 5. Answer three questions before you start writing: before you can write a landing page to promote a lead magnet, you must understand your context. There are three key pieces of information that you need to find out to make sure you write the most effective landing page. Possible question number one that you want to ask is, What are the elements on the landing page? Every landing page is different. They're usually a mix of videos, pictures, testimonials, headlines, subheds and text. Find out what's planned for the landing page that you are writing for. Will you just be writing a headline subhead and some short copy? Or will it be longer with a couple of testimonials? Well, you need to write a script for a video that's appearing on the landing page, even if you don't need to write more than the standard copy. Finding out what other elements are gonna be on the page helps you craft copy that goes with the flow of the landing page and moves the reader along. Let's look at two landing pages for lead Magnus. As you will see, they have different layouts. Check out this landing page for a lead magnet. It includes a video, a headline make a difference and an income doing what you love. It includes a subhead and copy that explains the content. In contrast, this landing page is much simpler. It has a simple headline. Double your traffic. It has no subhead, and it has a single line of copy. To explain the content of the lead magnet, you need to find out how much content you need to write for the different elements of the lead magnets. Question number two that you need to ask is, Where has the reader come from? How did they land on this landing page? Were they directed from it? Ad on Facebook? Did they come here from Twitter? Were they reading the blawg when the lead magnet offer popped up? Did they click on an ad in a sidebar of the blawg? Did they click a link in a promotional email? Did they click a link in an article from another website that offered to help them? Uh, with this information on this Web page, whichever of these is the case, it's important that you know all sources of traffic to the lead magnet on the landing page . This is so that you can ensure continuity with your copy. You want the experience from one click toe, another to be smooth and predictable. For example, check out this Facebook ad from Mind Valley. This Facebook ad is promoting a lead magnet of a free online master class. You'll notice there's a good deal of copy here in the ad. If you were writing a landing page for this lead magnet, you would read the lead magnet carefully picking out pain points, desires and phrases, features and benefits. Now look at the landing page. If you click on the Facebook ad, this is where you end up. This landing page offers great continuity from the add to the landing page. For example, look at the line right at the top before the main headline. Jeffrey Allen takes you on a journey to discover your non physical self. If you were writing this landing page without having studied the Facebook ad, you'd assume that you'd have to explain who Jeffrey Allen is. He's an energy expert, but because this has already been explained in the Facebook ad that you've just clicked on and just read, adding this to the landing page would only decrease interest. You'd be telling the reader something they already know. That's just one example. You should try for continuity from the original source to the landing page as much as possible. Now you know how the landing page is going to be organized and you know where your potential leads have come from and how to cater to that. Now we come to the final question. Question number three. What is the next product in the sales funnel? A lead magnet is more often than not putting the lead into a sales funnel or a sales pipeline that leads them to a paid product. What is the paid product? Is it a low value trip wire leading to a higher value product? Is it a book costing $10? Is it an online course costing $500? Is it consulting costing $10,000? Understanding the sales funnel or sales pipeline helps you create copy. That leads the prospect along the right path toward the final sale. That doesn't mean you'll directly mention that final product in your landing page. Copy. It just means that you will ensure that the copy you write creates the right atmosphere for that final product that it leads them along the path toward that purchase. Let's look at an example. This is the landing page for a webinar lead magnet on creating amazing online courses dot com. As you scroll down, you see all the features and benefits of this lead magnet. They're all explained one after the other David site, Hman. Garland explains how he'll show Webinar participants a proven seven step process to create , promote and profit from their online courses, along with a whole host of other tips and tricks. This lining page copy presents the lead magnet in the perfect light because through the sales funnel it leads onto this a paid course costing $997 on exactly the same subject. Check out just how similar the headlines are for the lead magnet and for the paid product. This is the headline for the lead magnet. Seven steps to creating, promoting and profiting from online courses. This is the headline for the pay product, a proven, step by step system to create, promote and profit from your own online course. They're almost identical. As you can see, this illustrates just how important it is for you to know about your sales funnel when writing the landing page for your lead magnet. The benefits, the pain points and the phrases that you use to promote the lead magnet should be the same ones that you used to sell the final product wherever possible. This primes your lead to progress more quickly through the sales funnel. So now we've covered our three questions. Let me just sum up what we've learned so far. The three questions that you need to ask yourself before writing a landing page for a lead magnet are simply this. What are the elements on the landing page? Where has my prospect just come from? And what is the next product in the sales funnel? Once you've answered these questions, you are well on your way to writing a landing page that pulls in Leeds and gets them excited about the brand about the product. The service that you're selling and makes him wanna download. You're leave magnet 6. Write powerful headlines and subheads: If you want to write an effective landing page, you need to write an amazing headline. You need to craft a headline and a subhead that makes leads desperate to read on and learn more. This is your first chance to capture your reader's attention. If your headline or your subhead fall flat, your conversion rate will be really, really poor. This is your first impression, so make it a good one first. Keep your headline, sous, ain't We've all seen those long, long headlines on landing pages, and sometimes they work. But they're generally too much too soon for a landing page that's offering Elite make. Just pretend that you've just met the reader, the website visitor for the first time, you don't want to scare them off with a long, long headline. If a new visitor has to start off with heavy reading, they'll just click the back button and go somewhere else. So in your headline, make it easy for them. Keep your headline short. Also, the best headlines are specific. That means they're communicating clearly what's on offer in terms of gaining benefits or avoiding pain. Good headlines spell out exactly what the reader wants and assures the reader that the lead magnet is going to deliver that. But how do you do this? How do you write a good headline? Here are some formulas you can use to craft headlines that catch interest and make leads desperate to respond to your call to action. So here's formula number one. Get the unusual adjective benefit power of your service or product purpose without pain points. For example, Let's say you're selling an info product that teaches people had a network effectively. Here's how you might craft a headline. Imagine getting the life transforming power off. Learning to network with rich and powerful people without feeling desperate, awkward or sales effective. Right? Look at this example. The astonishing power of eye tracking technology without the high costs. So let's break this down. The unusual adjective here is astonishing. The service is eye tracking technology, and the pain point is high costs. Here's formula Number two adjective What you offer that will give you crazy results. Check out this example from Neil Patel. Learn this simple tactic. I used to rank number one for online marketing. The adjective here is simple. The offer is tactic and the crazy results are ranking number one for online marketing. This is an excellent headline following Formula Number two. No Formula number three. The only what you offer made to give you crazy, unusual results. Here's an example. The only cold email templates made exclusively toe lend multi millionaire life coaching clients. No, What about SUBHEDS? The use of subheds condemn for between landing pages, but I found a good rule of thumb is this. The subhead should explain how you're delivering what you've promised in your headline. It should still be presented in benefit driven language. So what do I mean by that? Well, let's work through with a couple of examples. For some context. Here's the landing page for Sen Doubles Lead Magnet, a free 30 day trial. The headline isn't descriptive but certainly grabs attention. Instead, they've used the subhead to flush out the benefits and detail our easy to use dashboard for social media posting, scheduling, analysing and reporting. This part of the subhead explains what is included in the lead magnets. Achieve your social media goals more easily, but sensible. This part of the subhead shows the leads, the benefit that they're going to gain achieving their social media goals more easily. This is a great subject. Let's take a look at one more example before we wrap up. Quite topically, this lead magnet is a swipe file of headline formulas. The headline doesn't make that clear, but the subhead certainly does. Copy and paste the 72 proven headline formulas to get more clicks from Facebook, Twitter and your own block stating that there are 72 proven headline formulas shows what the lead magnet includes. Getting more clicks is a benefit, of course, and so is copy and paste at showing that it will reduce your workload. This is a great subhead that rescues the lead magnet from the vague headline. Remember these guidelines. The next time you sit down to write a headline or a subhead for a landing page, your landing page will grab attention more quickly and you'll generate more leads 7. Be specific: If you go online and do a search and examine the landing pages that offer a lead magnet in exchange for your name and email address, you'll discover that many of those landing pages make one fatal mistake. They don't describe exactly what the lead magnet is. You want your lead magnet landing page to be specific, and that includes an explanation of exactly what you're offering. You could be specific in the headline, the subhead, the body copy or all three. Check out this example from Digital current. The headline explains what the lead magnet is. Download a free membership road map. But the copywriter who wrote this landing page knew that this headline wasn't specific enough. Tow hook. Most people, after all, what on earth is a membership roadmap anyway? So the copywriter follows the headline with a subhead, a complete step by step guide to creating, launching and growing a successful membership website. By the time you've read the headline and the subhead, you're clear about exactly what you're getting in the lead magnet. Here's another example. The headline clearly explains what the lead will receive when they enter their details. An e book about building customer loyalty in an industry where travelers have a 1,000,000 options. So this is good. That's a good headline, but I think the subhead leaves a lot to be desired. Thank you for your interest. Please fill out the form to download your free copy. This subhead should be describing the lead magnet, focusing on benefits It's not. For example, the copywriter should have said a step by step guide on how to bring customers back again and again, or seven things your business should be doing to build long term relationships with your customers. Although they explain clearly what they are offering an e book on building loyalty, they don't give you a peek into their method. Whether that steps to follow things to implement in the business or tips and tricks to follow, this makes their offer less specific, less desirable. Here's another example. This is a great landing page in many ways because the headline, the subhead and the text above the Sign It Box all offer benefits. Game control over your agency appeals to prospects desire to be in control, win more contracts, get your team in clients on the same page and find out how you can create a better business . These are all great benefits as well. But when it comes to detail on exactly what plan scope is this lining page fall short, check out a demo project or just create your first project or estimate, are not really compelling enough. You still don't know what plan Scope actually does what it is. We know how it benefits us. But what are the features? They could have easily added a Siris of bullets to explain their benefits. For example, increase your closing rate with new clients and save time wasted on creating estimates by using our innovative collaborative estimates tool. That's one example. Another example. Create invoices and bills on your terms daily, weekly monthly annually. Forget email, phone Skype and more. Communicate with your clients and team in one place. Listing these features, which show leads exactly what they are getting. This would make signing up feel like less of a gamble with their time. Here's the landing page for Code Academy. The headline Learn how to Code Inter. Actively for free is obviously compelling for people who want to learn how to code and not spend any money. But they could have gone a step further with something like over 100 videos to choose from to teach you all aspects of coding, Step by step showing leads exactly what they get if they type in their email address and name tips. Some visitors from unsure to being eager to sign up. So we've looked at a few examples of how you must be specific not only about the benefits that elite magnet offers, but also how those benefits are delivered. Now. Some landing pages have the opposite problem. They explain exactly how the benefits are delivered, which is great. As we've learned, what's not so great is that they don't phrase this in benefit driven language. Look at this lining page from auto grow right away. The headline tells us what the lead magnet is. A six figure client lead Gen funnel and the subhead explains the format. A four part video training Siri's. But there's something not quite right about this landing page. For one thing, six figure client lead Gen Funnel. That's quite a mouthful. You have to read it or hear it a couple of times to get your head around exactly what it is . It's not written in a benefit driven language, is it? If it were, it would read something like this. I want to find and convert six figure clients. Then the subhead could be in this free four part video training, you learn how to create a sales funnel that snags six figure clients. This puts the benefits back at the forefront, finding and converting clients and snagging sales leads. This makes the lead magnet offer much more attractive. Let's look at one more example before we wrap up. This is a great example from The Merry Maker. Sisters join the free smoothie bowl Challenge today five days of smoothie bowl recipes and feel good affirmations to make every morning Mary, get ready to transform your Brickey and your mind. They cover both bases here. First, they mentioned explicitly what the lead magnet includes in this case, five days of smoothie bowl recipes and feel good affirmations. Second, they clearly state the benefits make every morning Mary and transform your breakfast and your mind. They're clear on the benefits that they're delivering and how they are going to deliver them. Whether you're offering a free e book, a free trial or smoothie recipes, make your lead magnet exciting. You'll be glad you did 8. Be unique: imagine you're selling a bed to someone that you know, What are you going to tell them about the bed, The precise measurements of the frame down to the last inch, the stitching pattern on the mattress in which factory the bed was made manufactured? Where in the world chances are your friend isn't interested in that level of detail. What they want to know is what it's like to sleep on the bed. They want to know about the experience they get when they buy the bed from you, take it home and actually go to sleep. The only reason that they would care about those other features is if those features enhance their experience in some way. If the bed was hand carved in Milan, for example, that would add value. The same is true when you're presenting a lead magnet, it's no good telling potential leads that you're free. E book is 30 pages long. Unless you sell the benefit of 30 pages, you can read it in half an hour. Instead of presenting just a feature, you need to turn that feature into a benefit. In this lesson, we're gonna look at benefits and value propositions I'm gonna show you how to weave them into your copy on your landing page so that you could make your lead magnet irresistible to your potential customers. First, let's look at value propositions. A value proposition communicates how your product is valuable to customers. In this case, it's how your lead magnet is valuable to your leads. This diagram shows you value propositions in an intersection between three things you're offering the marketplace offerings and what the customer needs, Where these three meet in the middle. That's where you find your value proposition. Let's work it through with an example so that you get a better understanding of what I mean . This is a landing page forbid sketch. It's software that's used to design proposals to win clients, The headline reads. Create professional client proposals in two minutes. The subhead is a client testimonial from Dana Read, a creative director. Cut down my proposal time from three hours to 45 minutes. Plus it looks super professional. It's clear that bid sketches value Proposition is made up of two benefits. How quickly you can make proposals and how professional your proposals will look. Since potential customers want their proposals completed quickly and to a professional standard. This meets the criteria for what the customer needs. The program clearly offers these two benefits quick completion and professionalism, so this meets the criteria for the value proposition model. This program is one of many bid proposal pieces of software. This shows that there is demand for this kind of product that customers actually want it need it want to buy. This covers the marketplace offering section because we know customers are buying this type of software. We can be sure that the customer needs overlap with the marketplace offering, and this brings us to completion of the diagram with our final tick in the Value Proposition box. To sum up our value proposition, we know that the market offerings of other proposal making software packages are attractive to customers. We know that customers value professional looking proposals that are quick to create. This particular product offers these, so this is our value proposition. You must include your value proposition when you're writing your landing page for a leave magnet. Answer these three questions to come up with your value proposition. Are there similar lead magnets out there that proved customer demand what customer needs are met by competitors and which are not. How can your lead magnet meet these needs As you're writing your lining page, think about questions two and three in particular. This is where you hone in on which benefits to emphasize. You can present two types of benefits benefits that are inherent in the type of lead magnet that you're providing and secondly, you condone, discuss or mention benefits that are unique to your lead magnet. Let's look at a couple of examples. This is a lead magnet on a landing page from Noah Kegan of okay dork dot com. Get access to 85% of my hot, hottest business hacks. You will learn exactly how I started to multimillion dollar businesses, grew a 700,000 plus email list and where to find the best tacos in the world. Let's let's break this down. According to the two types of benefits, this is a lead magnet that offers business advice in terms of benefits that are inherent to this type of lead magnet. He's offering benefits of how to gain a huge email list and business hacks to grow multi $1,000,000 businesses. So those are common. So far, so good. But what makes this lead magnets special unique is how the benefits are unique to his offering end to him as a business person. He's already been there and done it himself, so he's offering his personal experience that's unique to his lead magnet. 85% of Noah Kagan's own hottest business hacks your you're not gonna get that anywhere else . He also injects a bit of his personality by saying he'll show you where to get the best tacos in the world. That's kind of funny. It's unique. Makes makes you smile. By adding all this personal detail in experience in to his offer, he shows you how his lead magnet is unique and he makes it desirable in the process. Let's check out another example before we wrap up. Here's a landing page for a lead magnet from Social media examiner. They're offering a social media marketing industry report. Now there's a mouthful for you, they say, wondering how your peers are using social media. In our ninth annual Social Media study, 49 pages, 77 charts 5700 plus marketers. You'll discover which social networks, marketers most plan on using more hint. It's not what you think, how much time they spend on social media and much more. What kind of benefits are they offering? Well, they offer insight into how other marketers are using social media and what they anticipate . The next trends will be in social media marketing. There are many other social media reports out there online that offer something similar that offer a kind of the same benefits. So what makes this report what makes this lead magnet unique or different? They've conducted their own in depth study on nearly 6000 marketers. That's one thing that's unique to this lead magnet. They tell you that the report features 49 pages and 77 charts, so that means it's a comprehensive report. It's not thin on content. They make it clear that they've taken this seriously as a major project. They've not just thrown together a bunch of blawg posts into a report. This sets them apart as well, by tapping into an audience who wants detailed, accurate and up to date information about social media marketing and by presenting their lead magnet to meet that need, they present their value proposition well By following these steps as well, you'll present your lead magnet in a way that makes your potential customers want to ask for. And when your potential customers ask for what you're offering, you know you're on the right track. 9. Give them pain. Or pleasure.: have you heard of the two peas of consumer behavior? Pleasure, pain or, more specifically, seeking pleasure and avoiding pain in marketing. We use the two peas of consumer behavior to drive desire for whatever we're selling. In this lesson, we look at how to use pleasure seeking and pain avoidance to encourage visitors to your landing page toe. Ask for your lead magnet. I'll show you a three step process for uncovering the pain and pleasure points in your lead mag. Step one. Discover the problem. Your lead magnet salts. Every lead magnet should solve a problem. For example, a lead magnet on how to build an email subscriber list solves the problem of having no subscribers and not knowing how to get them or a lead magnet on positive affirmations to use it. Work solves the problem of being insecure, an unconfident at work. What kind of problem do you think this lead magnet from Marie For Leo Salts, it might not seem obvious at first, but as we read through the landing page, we get a clear idea how to get anything you want. Well, just about anything. Download this free audio training toe. Learn three simple strategies that will give you clarity and confidence to build your dreams on your terms. I'd say the key words here are clarity and confidence. I think the problem for potential customers here is that they have dreams. They know what they want, but they lack the clarity and confidence to achieve those dreams. That's the problem that this lead magnet salts. I want to step two, Ask yourself this question. If this consumer problem is left to fester without a solution, what pain will result? Marketers think about this pain, and they write it out in separate points. These air called pain points. Let's think about one of the examples that I just used. If the potential customer doesn't opt in to get the lead magnet toe, learn how to get new email subscribers. What's gonna happen to that person and their business? What pain does that cost them? While they were going to spend a lot of time on methods that aren't effective, they're carefully crafted. Newsletter articles are gonna go unready because the business person has no email subscribers. They're gonna waste a whole lot of time, and they're gonna have nothing to show for it. Their dream Internet business is never gonna take off. It's gonna flop and they're gonna go bankrupt. Try. That's considerable pain. It sounds pretty painful, right? Let's look at another landing page for a lead magnet. Let's see if we can come up with some pain points to make it more effective. The ultimate wedding checklist. Know what to do and when to plan a wedding. That's totally you. The consumer problem here is that the bride or groom needs to plan their wedding from start to finish, but they don't know how to do that. Since they've never done it. They're getting married for the first time. If they choose not to download this lead magnet, what problems or pain points will they run into? Well, they could fail at organizing their wedding. This would cause him embarrassment, maybe cost them a lot of money. It won't be a great start to a married life either, will it? Or maybe they'll scrape through with the organizing. But it will be really stressful and take up a lot of their time, leaving them frazzled on the Big Dale. Maybe they'll be forced to hire a wedding planner, which is expensive. There are lots of pain points here. Look at this lead maggot from Health coach JJ Virgin. This really packs a punch with pain points. Are you ready to discover the hidden shippers that are making you sick, tired and fat? Wow, J J. Isn't messing around The pain points here are strong. If I ignore this lead magnet, I'll remain sick, tired and fat. I think I'll click the find out now button now on to Step number three. Ask yourself this question. If the lead does decide to download the lead magnet, what could be the best possible scenario for them? What pleasures are they going to gain by using it? And by solving their problem as a first example, let's think about the lead with no subscriber list. If they download a lead magnet on how to get subscribers, they get the benefit of knowing how to get more subscribers and eventually getting them. But what will this mean for their life? How will this make them feel? Let's think about some pleasure points, I would say. For one thing, their online business will be much easier to get off the ground. We'll have a viable email list to sell to. They'll feel confident in their online business. Not like they're struggling and getting nowhere. Imagine them making money from their site, earning a full time living quitting their job. How will that benefit them? They could spend more time with their family and friends. They can get out of bed when they want. They can live life on their own terms. They can feel free, not shackled to a desk. I could go on and on and on, but I'm sure you get the idea. Pleasure points are all the positive outcomes and feelings that someone gets as a result of buying a product or, in this case, downloading a lead magnet. Let's look at a final example from Lady Boss, a weight loss website for women. Claim your free cravings crusher cheat sheet Are cravings holding you back from losing weight in a healthy way? Do you struggle with saying no, even when you know you should? If someone decides to download this, what do you think the pleasure points are? If they use it properly, I'd say feeling the confidence they can turn down on healthy foods wherever they are, even at restaurants and parties they'll feel more confident about their ability to lose weight. And when they've lost weight, they'll feel fantastic and look awesome. And they won't have to worry about falling prey to cravings again. They can go out anywhere looking fabulous and feeling confident they will maintain their weight. That's a whole lot of pleasure for one Little League magnet, don't you think? Now you know how to discover your potential customers. Pain points and pleasure points had a weave these into your copy to make your lead magnet more enticing. 10. Craft a compelling call to action: Every landing page you write is designed to get visitors to do something on many landing pages, the business offers the visitor something in return for taking that action. They offer a free e book or free trial or something else of value in exchange for the visitor giving the business their name and email. Address the goal of the landing pages to persuade the visitor toe hand over their name and email address. The lead magnet is the incentive to make that happen, and the call to action Button is the part of the landing page that asks for the order. Here's an example of what I mean. International Open Academy has a holiday giveaway as their lead magnet submit to spin. Is there called action button text? It may seem that call to action buttons are a simple affair. There's not much to them, but they're actually a little bit more complicated than that. The color, the text and the placement of the buttons can have a significant impact on conversion. That is, the percentage of visitors who give their contact details and click the button now. Because I'm not a graphic designer, I don't design Web pages for a living. I won't be talking about the color and placement of this button, but I'll run through some tips on the words that you should use in your call to action buttons. Tip number one. Use action words. Some called action buttons come with boring words like submit or enter on them or click here. These aren't all that enticing are the. Instead, you should focus on action words that make the lead feel that they are taking the next step towards solving their problem. For example, getting started or get started. Get your free book now try it. Now is another good example. Check out the call to action button here. Download now that's a lot better than simply saying Submit or enter. It's more direct, and it shows that the visitor gets something after clicking the button. What do they get? They get a download. Here are some other action words that you can use on your call to action buttons or in your copy start. That's a good word to use because it makes the lead feel that they're taking instant action . Stop, as in Stop doing something that is a pain point. For example, stop feeling insecure or stop losing leads. Build is another great action word. So is grow. These words give the atmosphere of the lead achieving their goals and moving forward towards success. Join. This makes the lead feel they are taking action to become part of something to take them to their next steps. Learn is a good word if you're selling a large or complex product, the lead magnet, maybe an introduction to it. Learn is unthreatening because it means the lead isn't taking action just yet. They're not having toe by something. They're just getting the information they need to decide if they want to take a next step. Discover it's another good word if you have secrets or hints or tips or strategies or insider knowledge than the word Discover could be pretty tantalizing for a lead. Find Out also works well, like in this example from Directive Group, which is an Internet marketing firm. Call in the expert digital marketers. If you want to step up your game and dominate your space, do you want to become front page news? Find out how I like this and I like the elephant now for tip number two consider including pain points in your called action button. This technique is most commonly used in the text before the called action button, but it can also be used in the cold action button as well. Think about the pain points that the lead magnet is helping the lead to avoid. How can you incorporate them in your called action in the button that people are gonna click? Well, for one thing, you can use the word stop as I mentioned and tip number one stop getting ripped off. That would be a good button for a price comparison site stopped. Being confused would be a good called action button for a step by step guide on how to do something or how to understand something. You can also use words like worried, concerned or troubled or sick of, such as I'm sick of insomnia that could be the text for a button for a lead magnet on how to get better sleep now for tip number three. Make your call to action personal. There are two ways that you could be personal when you're asking somebody on a landing page to do something, one is to use the word you or your on the call to action button like this, you can see the call to action button here is get your invitation. This makes it seem more personal than just get an invitation or get the invitation. The other way to make the call to action more personal is to use terms like me, I my and mine like this. Here the offer is a free e book. You'll notice that the call to action Button says, Get my free download, which makes the whole thing feel more personal now for tip number four, use words that spark desire. What exactly do I mean by that? Well, let's check out some of these words together for a start. What about want called actions such as? I want my free copy or I want to get fit. These trigger desire in the lead, making them more likely to click the button. The word need is even stronger. But you should use that sparingly because if the lead doesn't feel like they need what you're offering, you might come on a little bit too strong. I need 50 free website templates might not work as well as I need income ideas Now free is another great word to put on your button. Everyone loves free. Everyone loves getting stuff for free. Save is also a good word. Saving time saving money. These are powerful motivators for getting people to do something. Here's a landing page from Salesforce. I like the called action button Start my free trial. It uses an action word start and it uses a personal word my and a word that sparks desire free. This is a winning called action button. Now, for our fifth and last tip use words that spark urgency. Here are some examples. Now get your free copy. Now sign up. Now the word today. Get your free copy today. Sign up. Today all of these are effective. Another word you can use is limited, but only if there really is a limit to the number of lead magnets or number of free trials . Now you have the tips you need to craft compelling calls to action buttons for your landing pages. Remember, the text on this button is a vital part of your landing page. The few words you use on your button can make all the difference between someone clicking your button and someone clicking away from your page. Get this copyright and you'll have plenty of people pushing your buttons. 11. Take these four steps before you go live: Once you're done with writing your copy for your landing page, it's time to edit it and finish it before you can hand your copy to the designer and have it go live on your website. In this lesson, I'll show you how to do this in four simple steps so you can be proud of your finished product. Let's start with step number one. Make it the right length in the brief for your project. You should have been told how long the landing page for your lead magnet should be in words . Is it short? Just a headline and subheadings called action? Or is it a lot longer, with bullet points and text as well? Landing pages for lead magnets run all sorts of lengths. Most often they are short summer between 12 and 100 words. But sometimes there longer. It depends on the needs of the website, owner of the business and the format of the landing page, the type of lead magnet and the type of lead as well. The likelihood is that the copy you've written will be too long. Mine usually is. I usually write a little bit too much, especially if you've been running down pain points. Player points features benefits you likely have too much copy to work with. That might be running over more than a few 100 words. This is fine. In fact, it puts you in a great position because you can pick the strongest parts of your material and craft them into something really persuasive. It's easier to shorten copy than to write copy, so that was time to cut. Look at all your work and pick out the most powerful benefits and sentences. What grabs you? What hooks your attention? Keep these sentences. What sounds like filler. Cut these sentences out. Step number two. Cut out all repetition. Make sure you've not said the same thing twice in different ways to find subtle forms of repetition. Look at your pain points and benefits. Here's an example. Say you're writing a landing page for a lead magnet on productivity strategies, strategies that help workers avoid wasting time during their work day. If you write a benefit like with these strategies, you'll never waste time again, and you have a pain point like wasting time will get you nowhere. So stop doing it. You've got repetition. You could rephrase both of these into something like Feel like you're working hard but getting nowhere with these strategies, he'll never waste time again. This avoids repetition and is more powerful. Once you've cut out all repetition and cut out all the filler, you could move on to step Number three, which is organizing your content. Now is the time to take all of the most persuasive sentences and organize them into a format that makes the reader, Mawr and Mawr and Mawr excited with each sentence that they read. Every sentence needs to be fascinating, raising the desire of the lead until they're rushing. Type in their name and email address and click the button to take your time at this stage, play around with sentence structures with sentence order, experiment with different headlines and sub heads and combinations. It takes trial and error to create something special on the landing page. Save all of your drafts as you go along. Once you think you have the finished version, save it. Close all your drafts and come back to them a little while later. A day is great if you have that amount of time to wait before looking at it again, then have a look at your draft again. Look at your drafts and decide which one stands out the most. Which one is the most persuasive? You might want to tweak your copy again until you're sure you've got something that really works for your landing page. Step four is to cater for a B testing. A B testing is also known a split testing where you have two versions of the landing page at different times. This could be the you could be testing the called action button, which is different. The headline might be different. The images might be different or the whole landing page might be different, and one is tested for a certain period of time, and then the other is tested for a certain period of time. And then the conversion results of each page are compared to see which lining Page was more effective. In generating leads, you can provide two or three or even four landing page options to a client or to your team to see which one they like the best and want to test. They might decide to split test two or more of them against each other to see which one performs best. That's it. Take these four steps before you launch your landing page and you'll create a page that boosts your results. People will stay on your page longer, and a higher percentage of them will ask for your lead magnet.