So much marketing and sales advice relies on theories about how people come to a buying decision. We need to constantly question these assumptions. Most are tropes that are constantly repeated, but don’t have meaningful numbers behind them.
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I wonder how much influence copywriting actually has on someone's intent to buy *in the moment*. How many people land on a website for the first time, read the copy, and then click "buy?"
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W odpowiedzi do @mijustin
Very few, which is exactly the point. People need to be exposed to your product/copy several times and understand not just the features but also how they fit improve their lives and help them “get the job done”. There’s an emotional & psychological dimension to a purchase too
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W odpowiedzi do @manuel_frigerio
Yes, but you’ve just revealed how awareness is truly built: in community, conversations, blog posts, tutorials, ads, etc. I don’t think it happens on a homepage that often. My whole thread is about the marketing site, and specifically, the homepage.
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W odpowiedzi do @mijustin @manuel_frigerio
IMO what Justin doesn't get is that the homepage/marketing page isn't about *building* awareness. It's about giving people the motivation (and easy opportunity) to visit the *appropriate resource* for their awareness level. Simplified, there are 3 kinds of people on your site...pic.twitter.com/B3z29Jm0SV
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In most cases, the 'ideal' function of your homepage is to handle all 3 of these visitors. The first 2 are already high motivation. So they're willing to skip over the benefits-talk (that they already know) and click on "pricing"/"features" etc. Like onhttp://HEY.com
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W odpowiedzi do @louisnicholls_ @manuel_frigerio
Hey is a bad example. Basecamp can get away with long-form manifestos here at launch because of their big audience, and built-up goodwill. They’re making a splash. But once their personal reach runs out, they’ll likely return to traditional form.pic.twitter.com/cA5XXE6qNA
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W odpowiedzi do @mijustin @louisnicholls_
it's interesting you use this example because that homepage actually uses benefit-copy all over :) They even have a section literally called "Benefits"
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W odpowiedzi do @manuel_frigerio @louisnicholls_
I didn’t say you shouldn’t talk about benefits! What I’m railing against is the idea of writing long, benefit-driven copy, as opposed to specifically telling me what your app does.
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W odpowiedzi do @mijustin @louisnicholls_
ok, that's not what I thought you said :) Of course you should tell what your app does. If people still don't understand what your app does after reading your page, that's just bad copy. But you don't *need* to talk about features to tell people what your app does.
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Go back and read my whole thread. I never said: “don’t talk about benefits.”
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W odpowiedzi do @mijustin @louisnicholls_
no you didn't, but I think you should still *lead* wirth benefits. As always the devil is in the details: you don't want a page that is only benefits where people don't understand what the hell you're selling. At the same time, you also don't want a page that is only features.
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W odpowiedzi do @manuel_frigerio @mijustin
Yep, if you take it to the (silly) extremes, it really is as simple as... "if your page is all benefits, and people understand them, they'll click through for the features." "if your page is all features, and people understand them, the *won't* click through for the benefits"
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