In the end of October, I attended the annual AWAI Bootcamp. It was an awesome experience. I loved the camaraderie of meeting other writers. I appreciated the skilled copywriters who shared their passion and experience.
One of the highlights was the opportunity to visit with companies looking for copywriters. It was a great chance to hear what they were looking for in a copywriter. They also had a variety of spec challenges on landing pages.
I learned as I started writing these landing pages that I had a system. As you work on your HVAC websites, you may want to draw prospective clients to special reports or other valuable offers. This system might work for you as well. Think about selling your newest heating and cooling system.
1. Research. I checked out the websites and the existing web content. I went to company source pages and chat rooms on home improvement. Books on home comfort gave me ideas for headlines. Especially as I read the comments, I got a feel for the language of the prospective customers, what they wanted, and what they didn't want. I learned their needs and fears.
2. I created a features and benefits spread sheet with columns labeled: features, Why?, Benefits, deeper benefits, emotion, and rank. As I read the website and company material, I listed features and benefits, then went back and delved deeper. Who cares? Why does this matter? What made these features so valuable to the customer? I listed the dominant emotion for each benefit and then ranked them in importance.
3. I asked my imaginary customer three questions. What do you want? Why do you want it? and What does it look like when you have it? These questions helped me understand the mind of the prospective client.
4. Using the features and benefits spread sheet and thecustomer's "answers" I looked for the big promise and the big idea.
5. I wrote a series of headlines to find the one that best exemplified the big idea and the big promise.
6. Once I had that, the landing page seemed to flow. I started with the problem the customers were fearing and worrying about. It was not only keeping their home heated and cooled properly, it was also taking care of their family and being a good provider. I positioned my client's product as the ideal solution. I added proofs and credibility and issued a call to action. That is, I asked the reader to DO something. To call and learn more or to buy this newest heating and cooling system.
Doing a series of landing pages on deadlines helped me recognize and use this pattern.
Let me know if it works for you.