Talk less about your product and more about the value your product brings. People don’t want a better toothbrush. They want a brighter smile:
Landing page copy is full of unfalsifiable, blanket claims: “more, easier, faster ...” If you want to stand out get specific. You can’t bullshit specifics:
People pay attention when they know something is specifically for them:
“What? Loads of authors are using this. I’m an author. Maybe I should be too ...”
Buttons which amplify “value” over “action” usually perform better. “Create Your Website” is more enticing than “Sign up now”:
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 (“you”) makes a big difference:
Better converting copy is as much about repackaging as it is rewriting.
The 2019 human mind prefers “3 simple steps” to “two long paragraphs”:
Your copy should read like your customer wrote it.
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. Amazon’s voice sounds like their accounts department!
Thanks for reading. I'm not going to lie these took a while to put together! If you find this sort of thing useful, I write 2 marketing case studies every week over on Marketing Examples and also post quick marketing tips on Twitter. Any questions, I'll be in the comments.