Whether or not you're a copywriter, frameworks come in very handy, especially to get started with writing.
There are dozens of sales formulas, but I'm only going to share three so you're not overwhelmed with choices.
These frameworks can be used on your sales landing page.
But before we get into these frameworks, let's do a bit of housekeeping:
What is a landing page?
Mailchimp provides this simple definition of a landing page:
"A landing page is a standalone web page that a person 'lands' on after clicking through from an email, ad, or other digital location."
Usually the purpose of a landing page is to get the visitor to take one action, such as provide their email address in exchange for something for free, or buy now, or book now...
You get the idea.
How is it different from a website?
A website consists of several web pages located under a single domain name whereas a landing page is only one web page.
What is the rule of one and why is it important?
The rule of one is a core copywriting principle that stipulates focusing on one big idea, one reader, one promise, and one call to action.
In copywriting, the rule of one helps the writer and the reader to be very clear on what you're offering, to whom, what your promise is, and what they need to do to get it. Adding anything else dilutes your message and distracts your reader.
It's an effective way to filter out the not-interested or tire-kickers from the genuinely interested.
Ok, let's get into the meat of this message—landing page copy copy formulas.
PAS Formula
This formula is the easiest of all to remember. It's fair to say that many copywriters use it in their landing page copy:
P = Pain point or problem
A = Agitate the pain point or problem
S = Solve/introduce your Solution
Here's a spot-on landing page example of this PAS framework in action from a StarterStory article (notice the cringe-worthy agitated pain?):
PAISA Formula
This framework is an expanded version of PAS:
P = Problem
A = Agitate
I = Invalidate
S = Solve
A = Act (Call to action)
Let's talk about that I—Invalidate part. That sneaky little part.
What you want to do here is invalidate or explain why their present solution isn't working.
Their present solution could be ignoring it. Or coping with it in a harmful way.
Whatever it is that they're currently using to deal wth their problem, your job is to call attention to it and tell them why it's not working for them.
And that Act part (i.e., your call to action)?
Take them to a fork in the road where they need to make a decision. Call them to action. Ask them to reject or accept your offer.
I couldn't find a screenshot of an example to share, so I quickly writing up an example to help you see it in action:
Problem Agitation Invalidation Solution Action
For those times when you're walking to your car in an underground parking lot. Alone.
With only the memory of that one self-defence move you were taught years ago.
Now, you can immobilize an attacker with the push of a button. No self-defence training required.
Buy Now
Got it? Good.
Let's check out our last copywriting formula.
AICPSAWN Formula
Don't even try to pronounce it—you might hurt yourself.
This is what it means:
A = Attention: Call attention to the biggest benefit, the biggest problem you solve
I = Interest: Tell them why they should be interested in what you have to say
C = Credibility: Give them reasons to believe in you
P = Prove: Prove that what you're claiming is true
S = Scarcity: Create scarcity by offering it for a limited time, or limited spots, etc.
A = Action: Tell them exactly what they need to do
W = Warn: Tell them what will happen if they don't take action
N = Now: Motivate them to take immediate action
Here it is in action:
Attention Interest Credibility Prove Scarcity Action Warn Now
Have you ever wondered what it must feel like as a 6', 9", body hardened black belt master to walk the streets at night coming home from work?
Owning the space. No fear of attack. Complete confidence in your safety.
You don't have to wonder.
You can have that confidence.
At the push of a button, immobilize an attacker. They'll be unable to get up for at least 5 minutes, giving you enough time to get to safety and call 911.
[insert testimonials/reviews]
Because of the demand for our product, it's difficult to keep them in stock.
So don't delay buying now.
Because if you're ever attacked, this product can save your life.
They're usually sold out within 24 hours. Grab yours today.
How do you decide which one to use?
Generally speaking, the more investment of resources, like time and money, the longer the landing page copy.
If you're offering something for free that's easy and quick to use, the PAS formula will likely work just fine on your landing page copy.
However, if you're selling a bigger ticket item, try PAISA or AICPSAWN.
And psst...this list of power words can help your copy go from eyeball rolling to eyeball popping.
Psst... If you need help getting your website to convert web visitors into leads, let's find out how I can help you by booking time on my calendar.
ABOUT THE AUTHOR
As a published children's author, StoryBrand Certified Guide, copywriter and marketing strategist, Sandra Beatty helps service-based business owners convert web visitors into leads by implementing website and marketing strategies and getting clear on their messaging.
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