Andy Black
Help people. Get paid. Help more people.
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Great article. Thanks for sharing.Hi Fastlaners,
Found this interesting article today: https://copyhackers.com/2014/01/conversion-copywriting-hacks/
It talks about getting the perfect headline by asking users to fill in the blanks of what they are looking for among other tips backed by case studies.
They talk about another interesting point which is you can look at reviews and communities of where the target market is and find their own words describing the problem.
Looking forward to try it out.
What do you think?
Way back in 2009 when I was getting into PPC I studied material by Glenn Livingston. He advocated sending people via paid search to landing pages and asking them questions.
He'd map out what they were looking for, and why, based on the search term, and create a "search continuum" (this search leads to this which leads to this).
Clever stuff.
The cleverest bit was his thinking that you focus on the "hyper-responsives" - the few people who write copious amounts in the survey.
Most people will write a sentence.
The most frustrated will pour their hearts out. And typically they are the most frustrated because they have been trying to solve the problem for a while and have been round the houses.
These people really know the problem and why solutions out there don't work.
Listen to them.
Cater to them.
And as if by magic, all the people who have just started the search cycle will see you *know* what their problem is and how to solve it.
I did a thread about this called "Your marketing centre of gravity".
What we're talking about here is much more important than just crafting a headline. (Or I suspect crafting a headline is much more important than what we think crafting a headline means.)
Read thread "The biggest benefit of AdWords".