Posted in Landing Page Optimization	November 21, 2006

By Kim Mateus, Managing Editor Mequoda Daily and Library

The most succinct copywriting tip we've heard in a long time came from Fred Gleeck at a product development seminar. Fred cited this maxim in a discussion of how to title your book. But the adage is just as valid whether you're writing a headline for an advertisement or a press release, or a pithy subject line for a convincing email message, or a list of product benefits.

We all know that people sort for self-interest. Everyone's favorite radio station is WII-FM. That's short for "What's in it for me?"

So here's Fred's formula for writing a compelling book title that appeals to the customer's self-interest: Combine your customer's greatest need with your product's greatest benefit.

Some examples:

Manual: "Low Cost Website Promotion"
(Need: website promotion; benefit: low-cost ways to do it)

Report: "Guide to Profitable Marketing Results"
(Need: marketing results; benefit: how to get them)

Workbook: "How to Get $1 Million Worth of Publicity Free"
(Need: free publicity; benefit: how to get $1,000,000 worth)

Book: "301 Direct Mail Tips, Techniques and Secrets - an Insider's Guide to Direct Mail Marketing"
(Need: direct mail how-to info; benefit: insider's secrets)

CD-ROM: "Building & Managing Profitable Subscription Websites"
(Need: specific how-to info; benefit: profits)

Download our 8 Master Landing Page Templates special report for free and learn the concepts, tips, tricks and techniques that will increase your landing page conversion rates by 30 to 50 percent. Download the report for free!

You get the idea. Now make up your own list of headlines/benefits for your product or service.

To learn more about copywriting tips for your salesletter landing page, check out our new Special Report and Audio Conference, Creating Landing Pages That Sell.

Recent Mequoda Landing Page Optimization Tips

Are You the 1 Person in 4 Who Reads Beyond the Ineffective Headline?
posted in Landing Page Optimization | November 20, 2006

Landing Page Review: SciaticPainTreatment.com
posted in Landing Page Optimization | November 16, 2006

The Secret of the Four-Legged Stool
posted in Landing Page Optimization | October 31, 2006

The Danger of the Big Promise
posted in Landing Page Optimization | October 12, 2006

Three Requirements of a USP (Unique Selling Proposition) as Defined by the Man who Invented the Term
posted in Landing Page Optimization | October 3, 2006