Landing pages and the problem with "problems"
I have been studying landing page copy construction intensely.
Amongst the best practice on information a page needs in order to answer prospects' questions, consultants like @pedrocortes (here and here) and @nscalice (here) say an often-overlooked requirement is the "problem" - that is, after a hero area answering the question "What is it?", you should set up the pain points faced by the target customer, segueing to how you address them.
I see a lot of logic in that. Identifying the problem signals that you understand pain points faced, and you accentuate the pain before serving up the solution.
However, just as many landing pages do not necessarily set up the problem, so the copious best practice is also not uniform on this point.
Despite the appeal, I could also understand if people fear that...
-
Setting up the problem is something negative on which to open the proposition following a glitzy and effective hero.
-
It is effectively item number two, and may appear to slow up the features, benefits and selling points.
It conjures up some existential questions...
Does a "problem" need to be conveyed?
If so, can it be effectively done so in copy that majors on solution? ie. deftly turn the negative problem in to a positive solution, rather than a blunt "problem" and "solution". With my writer's background, I can see how, with delicate writing, this is possible.
Is any of this really required as an element placed so high, when the many features and benefits lower down, which are important, may themselves clearly contain solutions to customer problems?
What if the whole premise of a product/service is, itself, a very clear solution to a problem?
How many of you have considered or used a "problem" element in a landing page or not, and to what effect?
And do either of the guys mentioned above have any views about inertia versus requirement of a "problem" statement?
Thanks.
Hey man, thanks for the mention!
Sorry, I missed this for a few days :P
You ask several questions but I think they all are related to this one: Does a "problem" need to be conveyed?
I will my best to respond, let me know if you have more questions about this!
As you said, showing the problem makes it easier to remember how painful it really is so you can more effectively show the solution later.
I wouldn't call it necessary depending on where your traffic comes from or it's temperature (article on that here) but if you are trying to convert very cold traffic and want to do it predictably you will need a solid pitch including the problem. Otherwise, there's no reason to take action as potential customers don't feel they should take action.
With that being said the section I classify as "introducing the problem" can have both a positive and a negative frame which is sometimes hard to define which one would be the best. For example: using "Don't waste 3 hours on X" or using "Save 3 hours on X with our tool".
If you use a positive frame properly you are still showing the problem but in an indirect way as they will always think of the problem. If you say "Save 3 hours on X with our tool" people should still think "Damn, I waste 3 hours on X? I better fix this..."
Hope that makes sense and answers your question ;)
Cheers,
Pedro
Thanks for the mention. Excellent question. My two cents are as follows:
There is no one-size-fits-all formula for landing pages, so while the problem-focused copy is common, it's certainly not a rule that needs to be followed 100% of the time. Your results will vary based on your audience, your offer, and other factors.
One of the best videos I've watched recently that is related to this topic is this one fromm Joanna Wiebe of Copyhackers fame: https://wistia.com/wistiafest/2017/speaker/joanna-wiebe
I encourage anyone who is interested in the points @parakeet brought up to watch it. Why? Because Joanna mentions a copywriting method where she leverages the "5 stages of awareness" made famous by Eugene Schwartz in his book, Breakthrough Advertising.
Unaware
Problem Aware
Solution Aware
Product Aware
Most Aware
Joanna bascially recommends that you open your landing page by "meeting the visitor where they are" in their journey, by referencing the stages of awareness. So for instance, if you're running a campaign to people who are problem-aware, then mention the problem early on. Then, after that, try to move them to the next stage of awareness (solution aware) on that same page.
Joanna does a better job of explaining it in the video above than I do here.
Hopefully this provides some more things to think about on this subject. Looking forward to hearing other viewpoints as well.