Squeeze Page Success Rule #3: The Copy

Now I've touched briefly on the subject of the headline in Rule#1 and #2, however its so important its deserved to be talked about some more. The headline is what your client is going to read first. Its the first thing you say to them. However, unlike the real world the internet world is a rushed somewhat unmannered place. Instead of introducing yourself like any normal sales person, you loudly shout out what your going to do for your client.

The headline of your squeeze page relies heavily on rule #1, know your audience. If your selling a calculator, don't tell Joe Shmoe that he will “tabulate large rational algorithms at rigorous speeds.” He's not going to know what you're talking about and won't care. I'm not sure I even know what that means and I'm the one who wrote it. Instead tell him “You will add, subtract, and multiply quickly.” The jargon you use on your squeeze page has to match the people you're showing it to.

Before Bullets, There Was a Surplus of People

Kind of morbid, but it ties in with the page nicely. The bullets of a squeeze page answer a problem. If there wasn't a problem there wouldn't be bullets. So something I do on my squeeze pages is right before the bullets state the problem in plain english. Then I use the bullets to emphasize the benefits of my products solution. If I were to selling that candy machine again and I was targeting the diabetics the line before the bullets would read like this. “Despite claims of great sugar free candy, no one has really given it. There may be a hundred other companies selling sugar free candy machines, but none of them offer all of this,” and then BAM! Bullets show what those other companies don't offer, but I do.

Call to Action

Your Auto-responder form is where you need to tell your client what to do. Its not that your bossy, its not that your a pushy salesmen, its just a pep talk “Get your free recipe book and start making great tasting sugar free candy!” It gives the kind of “Yeah I'm gonna do it!” feel. One of the biggest mistakes you can make is leaving your form submit button “submit.” No one wants to submit, its boring and doesn't give your client anything. However, “Give Me My Recipe Book” does. The client isn't giving you anything, their claiming something from you. It helps show that the item your giving the client is more than worth a simple email address.

That's all you need to know...

If you want to fail that is. These are some tips on copy that I hope you take to heart, but its not bible. Sales copy can be its own major in college. I've read a few books, taken countless notes, read articles, and still I don't know everything. Use these tips because they've helped me, but please please please don't stop here. I want to see killer squeeze pages from everyone that's read this, which means you have about 1000 more pages on copy until you can do so. So go get the knowledge you need! (That's a call to action)

By: Andrew Anderson

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