Congratulations—you’ve created a lead magnet. Now it’s time to give it away on the web and watch the sign-ups pour in.
Well, no—in my experience, most lead magnets sit there… Thanks to bad landing pages.
To increase the chances of starting a client relationship with the lead magnet you worked so hard on, use these simple copywriting tricks to boost your page’s effectiveness.
Copywriting trick #1: The PAS formula
PAS stands for Problem-Agitate-Solve—a simple way to build the case for your lead magnet in a single paragraph.
First, paint a picture of the problem your reader is facing. For example:
“In a crowded online marketplace, it’s hard to stand out.”
Next, agitate the reader so he or she feels mild discomfort—or, yes, even stronger if you’d like to make a hard sale. For example:
“And not being able to differentiate yourself is dangerous, for two different reasons. First, you’ll find it much harder to do anything besides compete on price. Second, as you constantly try to be the lowest bidder, your profits will suffer—which means you’ll find it much harder to continue as a business. This “race to the bottom” is just one reason that nearly 50% of businesses like yours end up going bankrupt.”
Position your lead magnet as the first step to solving your reader’s problem.
“However, when you download your copy of “Get BRAVER: The Simple 6-Step Framework to Help You Stand Out Online,” you’ll take the critical first step toward differentiating your business from your competitors and stopping the race to the bottom once and for all.”
Copywriting trick #2: Embedded commands
Neuro-linguistic programming—NLP—is the science (some say pseudoscience) of using language patterns to suggest to your brain that you should take a particular action.
That’s a complicated explanation, so here’s a short version: people who believe in NLP believe you can “hypnotize” readers and listeners with your words.
I don’t know if I’m 100% sold on NLP’s effectiveness, but I am a fan of using NLP techniques in my copywriting.
After all, any edge that could ethically increase conversions is a good one. (For me, the issue is not whether they work or not; the issue is whether I want to take a chance on ignoring them if they do work. So even if all I’m doing is erring on the side of caution, I’m OK with that.)
My favorite NLP technique—and the easiest to implement in your writing—is the embedded command. This is exactly what it sounds like: a command embedded inside a sentence or question that gently suggests your reader should do what you want.
Left to your own devices, you might write something like this:
- “After you’ve downloaded your copy”
- “You can get yours by completing the form on the right”
- “Once you’ve finished reading [LEAD MAGNET TITLE]”
But can you see how the versions with embedded commands are simply more impactful?
- “When you download your copy”
- “You can get yours when you complete the form on the right”
- “After you read [LEAD MAGNET TITLE]”
Fair enough… But what do you have to lose?
Copywriting trick #3: Urgency
It’s not enough to tell your reader what they need to do… You need to convince them to do it right away—before they forget, get distracted, or change their minds.
You can do this with immediate-sounding words like “today” and “now.”
Consider phrases like “download your copy today” or “complete the form now.”
If you’re comfortable, you can also use language that suggests your reader needs to hurry: “Your competitors could already be using these tactics,” “The longer you wait to put this information to work for you, the more sales you’ll lose,” and so on.
More direct appeals to urgency can feel “slimy” or overly salesy, so it’s up to you. Personally, I pull out all the stops and push the urgency factor as far as I think it can go.
Great lead magnets give potential clients what they’re looking for, yes. But there’s no point in creating them unless they also get you leads and help you grow your business.
That’s the job of the landing page—and it’s why you should use these copywriting tricks to make yours better.
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