He practices what he preaches. Here’s an example of one of his blog posts.
This formula is great for laying out a lead generation page in particular.
Star. Who’s the character we’ll be following, or what’s the idea the post is working through?
Story. Tell it! Follow the better rules of writing engaging stories.
So if you’ve struggled with the “desire” part of AIDA, try AIDPPC instead.
That’s not a very long page at all. But you’d cover oﬀ all of the key parts of this useful formula.
Importantly: you’re not asking for the user to sign up, buy or start a trial until the end. I know this is very, very hard for most of us to do. Hero sections simply have buttons.
Are your prospects ready yet? If you’reﬁnding that you get a lot of unqualiﬁed folks starting trials – that is, users that fail to activate or that churn out after 1 sign-in – then that prematurely placed button could be to blame. Consider removing the CTA from the hero and writing the page with a traditional copywriting formula in mind instead.
Let’s start with the biggie! We found this one here and was blown away by the level of detail. It’s a mere 36 steps long.
Rest to let your ideas percolate.
Create a comprehensive list of features, facts and ﬁgures.
Create a great guarantee (i.e., don’t be ho-hum about this critical risk-reducer!).
Draw attention to key points using color.
Limit the number of graphics.
Hook the reader with a no-holds-barred opener that starts delivering on the headline.
Create enticing crossheads throughout the piece.
Make your prospect feel their pain deeply.
Provide unquestionable proof that your solution delivers.
Break your copy into readable chunks.
List the beneﬁts of using your product.
List the features of your product.
Go above-and-beyond with the package you’re oﬀering.
Add a piggy-back oﬀer to boost average order value.
Close by summarizing the major beneﬁts.