The inimitable @copyhackers wrote about landing page copy for us: https://stripe.com/atlas/guides/landing-page-copy … I think you'll particularly enjoy the combination of real-life motivating examples and the theory behind what works and what could use improvement.
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Proscriptive advice: you almost never go wrong talking to people, learning the exact words they use, and echoing them back to them.
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This often involves making technically incorrect statements. Experts often hate that. I'd encourage a bit of comfort with it, because the buyer is hiring you to provide an abstraction layer over the truth anyhow. (An alternative: fully correct but only partial truth.)
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Stealing a
@copyhackers recommendation, a great way to find the language buyers actually use in your space is searching Amazon for related books and then reading only the reviews, looking especially for how people describe their mental state when thinking about the problem.Show this thread -
An unreasonably useful exercise I sometimes do with colleagues: prior to reviewing copy, print out a copy of it. Say that you're going to read it together but, before you start, ask them what the copy is supposed to say. The answer is often WILDLY BETTER than the paper.
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"You mean most professionals can just extemporize better copy than most places ship?" Well another articulation would be that being steeped in a problem for days or weeks gives you a lot of unconscious understanding of it which the ritual of writing the copy didn't entirely tap.
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But I don't think most shipped copy is better than what anybody could scratchwrite, no.
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Hilarious experimental proof on this which I don't feel bad about quoting because I'll be the only one embarrassed: I was once giving a coding school a pro-bono lecture on A/B testing and used my home page for live coding exercise.
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Just to proceed with the exercise I said something to the effect of "I need a new headline here. Just shout something out; you're not going to beat the thing I've been iterating on for years but it will demonstrate the mechanics."
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I left the rest running for a few weeks, mostly by accident, and eventually sent the class a sheepish email congratulating them on beating my control by 10%.
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"This sounds curiously convenient and non-specific." I know, because I no longer run the business and therefore can't quote you the exact details, but trust me on pain of losing Internet karma: it actually happened substantially as described.
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End of conversation
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