Be In The Know
- Google Faces New Class Action Lawsuit for Privacy Violations
- TikTok Faces More Challenges, Pausing Expansion Plans in UK and Dealing with Penalties in South Korea
- Snapchat rolls out the first of its Mini apps with meditations from Headspace
- With Warm Hearts, Alaska City is Housing its Homeless – And It May Be The ‘Nicest Place’ in America
How to write a landing page for problem-aware visitors
Ever come across a page where something is just off? You’re not sure what it is, but you know your expectations aren’t met. That feeling is being problem-aware. You know there’s a problem even if you don’t quite understand it, aka something smells smelly.
So how do we as marketers address this landing page experience? Copyhackers knows just what it takes to deliver a proper landing page for problem-aware visitors. The main thing to keep in mind is using empathy as a key ingredient in showing problem-aware visitors that you’re worth trusting.
Pitfall #1: Misplacing the source of the pain. A problem-aware visitor will more easily see the value when the problem references a specific situation – not just a generic framing of a problem.
It’s probably not a matter of the problem being too complex, but rather they haven’t fully considered their own situation.
Pitfall #2: Focusing on the surface-level problem. Most problems driving solution-seekers are actually just symptoms of the real causes. External problems are the symptoms, and internal problems are the causes. Finding the internal problem is a demonstration of empathy.
- External problem: “I need a content calendar.”
- Internal problem: “I’m disorganized with my current approach, and my ideas and content pieces are scattered.”
Pitfall #3: Forgetting the emotion. Emotion drives people to search for solutions. Recognize this and meet emotion with emotion. Rather than telling what you can do, convey why you do it.
Think of a top-of-funnel situation when a prospect visits your landing page for the first time. This prospect is looking to be understood. Address that emotion first. Then, move in to demonstrate capabilities and expertise.
Check out the rest of this post from Copyhackers for more examples of these pitfalls.
Wordtracker
Would you agree that we, marketers, put the word in wordsmith? Yeah, we agree. We hunt for quality, paid search terms, plan keywords for SEO, write social copy, or prepare a pitch? Using the right words is hella important.
That’s where Wordtracker comes in. This tool unveils the words you need for outranking your competition. It pulls from various sources such as Google, Youtube, Amazon, and even Wordtracker itself. You can find related keywords for stronger content and see the difficulty of the competition right within the tool.
Resources to Lead Effectively Amid COVID-19
Did you know Harvard Business Publishing developed a library of materials for anyone to access? Among the materials, you can watch webinars or read blogs on how to maintain productivity, effectively collaboration, and even tips toward reopening an office space.
Watch
Let It Out!
Sometimes life gets so crazy you just want to scream. However, it’s not the most socially acceptable thing to do. And your neighbors may not be very appreciative.
Inspired By Iceland brings the perfect solution in this ad: let out your frustrations by screaming in Iceland. There are vast expanses of natural beauty where you can just let it all out. And no worries if you can’t make the trip. You can record your scream to be played out loud in the Icelandic wilderness. Such a novel idea deserves a shoutout.
Ads from the Past
Ads from the Past
1925, KRAFT
Ahh yes, nothing better on a hot day than ice tea and a slice of American cheese…
“Adventure is not something you travel to find. It’s something you take with you, or you’re not going to find it when you arrive.”
Diane Ackerman
