Landing page copy is full of unfalsifiable, blanket claims: āmore, easier, faster ...ā
If you want to stand out get specific. You canāt bullshit specifics:
š„ 7 practical ways to write copy that converts:
Landing page copy is full of unfalsifiable, blanket claims: āmore, easier, faster ...ā
If you want to stand out get specific. You canāt bullshit specifics:
People pay attention when they know something is specifically for them:
āWhat? Loads of authors are using this. Iām an author. Maybe I should be too ...ā
Talk less about your product and more about the value your product brings.
People donāt want a better toothbrush. They want a brighter smile:
You're not talking to 1000 people. You're talking to the single person reading your page. So write like it.
An informal tone and addressing your users personally (āyouā) makes a big difference:
Buttons which amplify āvalueā over āactionā usually perform better.
āCreate Your Websiteā is more enticing than āSign up nowā:
Better converting copy is as much about repackaging as it is rewriting.
The 2019 human mind prefers ā3 simple stepsā to ātwo long paragraphsā:
Compare the feature page of Etsy and Amazon Handmade (two competitors in the handcrafted e-commerce space).
Etsy's voice reflects their customers independence, creativity and imagination. Amazonās voice sounds like their accounts department:
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Over and out - Harry
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So the cryptocurrency industry has basically two products, one which is relatively benign and doesn't have product market fit, and one which is malignant and does. The industry has a weird superposition of understanding this fact and (strategically?) not understanding it.
The benign product is sovereign programmable money, which is historically a niche interest of folks with a relatively clustered set of beliefs about the state, the literary merit of Snow Crash, and the utility of gold to the modern economy.
This product has narrow appeal and, accordingly, is worth about as much as everything else on a 486 sitting in someone's basement is worth.
The other product is investment scams, which have approximately the best product market fit of anything produced by humans. In no age, in no country, in no city, at no level of sophistication do people consistently say "Actually I would prefer not to get money for nothing."
This product needs the exchanges like they need oxygen, because the value of it is directly tied to having payment rails to move real currency into the ecosystem and some jurisdictional and regulatory legerdemain to stay one step ahead of the banhammer.
If everyone was holding bitcoin on the old x86 in their parents basement, we would be finding a price bottom. The problem is the risk is all pooled at a few brokerages and a network of rotten exchanges with counter party risk that makes AIG circa 2008 look like a good credit.
— Greg Wester (@gwestr) November 25, 2018
The benign product is sovereign programmable money, which is historically a niche interest of folks with a relatively clustered set of beliefs about the state, the literary merit of Snow Crash, and the utility of gold to the modern economy.
This product has narrow appeal and, accordingly, is worth about as much as everything else on a 486 sitting in someone's basement is worth.
The other product is investment scams, which have approximately the best product market fit of anything produced by humans. In no age, in no country, in no city, at no level of sophistication do people consistently say "Actually I would prefer not to get money for nothing."
This product needs the exchanges like they need oxygen, because the value of it is directly tied to having payment rails to move real currency into the ecosystem and some jurisdictional and regulatory legerdemain to stay one step ahead of the banhammer.
