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Native Ads Are Like Display Ads….Right?

April 16, 2021 No Comments

The difference between Native and Display ads can be difficult to understand or see. Here’s how Native Ads are different from Display ads and how they perform.

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IObeya raises $17M to digitize management planning processes like Agile

July 24, 2020 No Comments

As we move deeper into the pandemic, companies are looking for ways to digitize processes that previously required in-person meetings with manual approaches. Investors appear to be rewarding companies that can achieve this. IObeya, a French company that helps digitize management planning processes like lean and agile, announced a $ 17 million Series A today.

Red River West led the round with help from Atlantic Bridge Capital and Fortino Capital Partners. It has now raised a total of $ 20 million, according to the company.

Tim McCracken, who heads up the company’s U.S. operations, says the name comes from the Japanese word for the large room where companies did all their planning. Many companies gather a group of people in a conference room and line the walls with sticky notes and white boards with their plans for the coming weeks and months.

Even before the pandemic struck, it wasn’t the most effective way to record this valuable business content, and iObeya has developed a service to put it in the digital realm. “And so one of the things that they did with those obeya rooms was they had lots of different visual management boards with Post-it notes and with different types of indicators that they would use to manage their business. And so what iObeya does is digitize that type of visual management, so that you can access it from multiple locations and share it amongst teams and basically eliminate the need for doing it on paper and on walls,” McCracken explained.

This involves digitizing four main areas that include lean management, factory floor management, agile programming and, finally, what they call the digital workplace, which includes design thinking, virtual whiteboarding and brainstorming. All of these approaches have lots of planning associated with them and could benefit from being moved online.

Image Credits: iObeya

They are approaching 100 employees, with the majority in France right now, with a small office in the U.S. (in Seattle), but they will be using this money to expand with plans to add 50 more people. He says the company has always looked at diversity when it comes to its hiring practices.

“We want to try to attract, not only experienced salespeople, as well as the support organization around them, but also really do as much outreach in the local community to see how we can ensure that our workforce reflects the community,” he said.

As the company had to shut down offices due to COVID-19, McCracken says their own software helped them make that transition more smoothly. “We actually use our own software to manage business so we had very little disruption to our actual work. At the same time, the volume of work increased probably four to five fold, simply because of increased demand for the software. So we had to manage not only moving from working in an office to work at home, but also the increased workload,” he said.

The company was founded near Paris in 2011. They plan to use the money to expand operations in the U.S. and build awareness of the company through greater sales and marketing spend.

Enterprise – TechCrunch

Audit Google Display Placements Like a Boss

May 27, 2020 No Comments

Understand the importance of being diligent on display campaign auditing to reduce wasted spend, gather quality data, and narrow down your target audiences.

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How voice assistants like Alexa can help marketers reach elderly Americans

January 10, 2020 No Comments

The baby boomer generation placed smartphones in the hands of the millennial generation and younger generations. As the baby boomers enter the retirement stage of life, they’re not quite up-to-speed on all the great things that technology can do for them.

Part of the reason for that is that they’re just not as familiar with all the things technology can help them with. Elderly people have a low frustration tolerance for learning how technologies work which is a big reason why voice assistants like Alexa are catching on with this audience.

With devices like Amazon Alexa or Google home, they simply speak their request and the device responds. No swiping or clicking required.

Voice-first technology is a game-changer for seniors

A San Diego pilot project conducted by Davis Park, the executive director for Front Porch Center for Innovation and Wellbeing, set up an Alexa system in a retirement community with 50 residents where most residents were over 80 years old and observed the results.

About 75% of the residents used their smart devices regularly. Instructors focused on helping the residents to connect with the technology. For example, they set up the technology so they could use voice commands to listen to their favorite types of music or watch or listen to their favorite sports teams. From there they were able to branch out and learn how to use the technology to turn the lights off and on, change the temperature, adjust the volume on the music, listen to audiobooks, and get medication reminders using only their voices. 

Voice-first technology quickly generated excitement for them because it allowed them to have greater control and independence, which means they could be less reliant on others. They also felt safer, less isolated, and more connected to friends, family, and the community. In essence, voice-first technology gave them a greater quality of life. 

What possibilities does voice technology bring?

The frontrunners of voice technology in the U.S. are Amazon Alexa and Google Home. There are, however, even more companies that have Voice devices available.  We’re also seeing third party apps on these platforms, built specifically with older Americans in mind.

For example, Alexa has Ask Marvee which is a free service where a senior citizen could send out a morning blast to their loved ones by saying, “Alexa, tell Marvee to send a message saying I’m alright.” Everyone on the list gets a text, email, or both. Seniors can also use Marvee to ask for social visits and get news from their family members. Users can expand their list for a nominal fee.

Another app called ‘Ask My Buddy’ uses voice commands to send an alert via text, call, or email to designated people in times of crisis or trouble. It’s accessible through Amazon Alexa, Google Home, and Microsoft Cortana. It’s the next best thing to calling 911.

Alexa also works with LifePod, a proactive voice-first technology that initiates interactions based on preconfigured schedules. The app prompts seniors to follow their routines for taking their medications, checking in with caregivers, staying hydrated, getting exercise, or anything else at a scheduled time, including playing music. If the user doesn’t confirm or respond, the app automatically alerts a caregiver. The app also uses artificial intelligence to recognize irregularities in a senior’s condition, behavior, or sleep patterns and alerts their loved ones.

ElliQ is much like a smart speaker that sits on a nightstand or table. It was created by Intuition Robotics with the senior audience in mind. ElliQ will send or play messages to loved ones. If you ask ElliQ to play some music or pull up some photographs of the grandchildren, the app responds accordingly. If a senior is lazing the day away, ElliQ will suggest that they take a walk or get up and get moving. 

The company incorporated robotics technology into ElliQ which is reflective of a human’s body language. When a senior speaks to ElliQ, it swivels its “head” towards the senior. The device also lights up when it’s speaking. These features increase engagement between the user and the device without trying to mimic a human-robot.

The objective is for the device to be a service bot that doesn’t replace a human companion. Dor Skuler, CEO of Intuition Robotics, states that older adults who are participating in their pilot program are connecting to it. Customers give ElliQ a female gender and classify her as a new entity in their home – somewhere between a person and an appliance.  

Benefits of voice-first technology for the senior population

The goal of voice-first technology is to provide value for the people who use it. By communicating with voice for normal everyday tasks, it’s convenient, saves time, and it’s cost-effective. The value for seniors increases exponentially. For the senior who needs his or her hands to get around using a walker, it’s far easier to ask an electronic app to turn the lights on or off. They no longer need to scour their home looking for a smartphone to call their loved ones every day and tell them they’re doing okay. They will no longer have to put notes up around the house reminding them to take their medication. 

If a senior slips and falls, all they have to do is call out to their app and it will alert someone to send help right away. Photos and videos of close family and friends provide a way to cheer up lonely seniors. With an app like ElliQ, they can see photos or videos of their family members any time they choose, without having to ask someone to dig heavy boxes out of the attic, so they can sort through photographs. 

For family members of aging loved ones, voice-first technology gives them an all-important peace of mind. They can wake up every day and get a message telling them that their loved one is okay and doing well. There is less fear about their loved ones falling and getting injured and not being able to call for help. It eliminates the worry of envisioning them lying helpless on the floor for hours before help arrives. It’s helpful to know that their beloved seniors feel less isolated because they can gain access to audiobooks, music, and television just by making requests out loud. 

How digital marketers can create strategies for seniors by using voice

Do you know what a voice strategist is? Well, I didn’t know what it was either until I met Scot and Susan Westwater, the co-founders of Pragmatic Digital at Global Marketing Day in New York City. When I asked them about how to create strategies for senior care using voice strategy, their first tip was clear – have a clear understanding of what you want to accomplish and what your audience needs from a voice experience. Once you’ve identified what it is that you want to accomplish, it’s easier to develop different strategies to reach your goal. 

For example, if your goals are safety in the home, it’s important to know what their daily schedule looks like. Do they have a consistent routine? Does their daily routine vary on the weekends? Do caregivers come in one or more days per week? Are seniors capable of taking their own medication? Are they able to reach light switches and temperature controls? Can they see the digits on the thermostat? If they go for a walk, how long would they normally be gone? Are they able to take their medications as prescribed? Are they strong enough to lock their doors at night and unlock them without assistance if someone comes to the door? 

By answering those questions, a digital marketer can help some to choose the right digital solutions to accomplish the customer’s goals. 

Using voice-first technology to address health proactively

In many cases, people would live longer if they could make an early diagnosis based on symptoms in the early stages of a disease or illness. It’s possible for voice-first technology to play a role in recognizing symptoms and recording when they first appeared. Electronic apps could play a role such as giving a call to action such as, “Call your doctor…” making it possible to diagnose issues earlier and treat them before they become problematic or life-threatening. 

How to maximize the potential for communication in the senior population

Communication is an important factor when considering your objectives. I find it helpful to list your business objectives and your audience’s objectives and assess where the two meet. What does your message say? Is it clear? You have to think beyond the message and consider who your audience is. The senior population has very different needs than an active young couple or a busy single mother with multiple schedules to manage.

In my recent interview with Scot and Susan Westwater, they noted that they think of voice-first technology as audience-first technology. If you ask it a question, you’re going to get a direct answer. It’s much more senior-friendly than traditional methods of search, where you type your question and have to click around for answers.

The future of voice-first technology in senior care services

As I consider the future of voice-first technology and how it could greatly improve the senior care service industry, I can’t help but consider the barriers that stand in the way. The first obstacle that digital marketers have to overcome is trying to get the seniors on board with understanding that there is more to benefit than to fear with using voice-first technology. Many seniors live on fixed incomes and they may feel that technology is out of reach due to cost, without realizing how cost-effective it is. 

Finally, there’s always hesitancy when switching to something new. For many individuals, it’s easier to take a wait-and-see approach than it is to be a pace-setter. 

The key to employing technology in the senior care industry is education, awareness, and a focus on safety and well-being for senior populations.

Karina Tama is a contributor for Forbes, Thrive Global and the El Distrito Newspaper. She can be found on Twitter @KarinaTama2.

The post How voice assistants like Alexa can help marketers reach elderly Americans appeared first on Search Engine Watch.

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Here’s What the World Will Look Like in 2030 … Right?

January 1, 2020 No Comments

These six visions from humans today span space colonies, a genetic panopticon, and straight-up apocalypse.
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*The Expanse* Is Sci-Fi Like TV Has Never Seen

December 24, 2019 No Comments

The series embraces the true weirdness of life off planet, says showrunner Naren Shankar, making space itself a character in the drama.
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Instagram tests hiding Like counts globally

November 14, 2019 No Comments

Instagram is making Like counts private for some users everywhere. Instagram tells TechCrunch the hidden Likes test is expanding to a subset of people globally. Users will have to decide for themselves if something is worth Liking rather than judging by the herd. The change could make users more comfortable sharing what’s important to them without the fear of publicly receiving an embarrassingly small number of Likes.

Instagram began hiding Likes in April in Canada, then brought the test to Ireland, Italy, Japan, Brazil, Australia and New Zealand in July. Facebook started a similar experiment in Australia in September. Instagram said last week the test would expand to the U.S., but now it’s running everywhere to a small percentage of users in each country. Instagram tweets that feedback to the experiment so far has been positive, but it’s continuing to test because it’s such a fundamental change to the app.

Instagram wants its app to be a place people feel comfortable expressing themselves, and can focus on photos and videos they share rather than how many Likes they get, a spokesperson tells TechCrunch. Users can still see who Liked their own posts and a total count by tapping on the Likers list. Viewers of a post will only see a few names of mutual friends who Liked it. They can tap through to view the Likers list but would have to manually count them.

The expansion raises concerns that the test could hurt influencers and creators after a study by HypeAuditor found many of them of various levels of popularity lost 3% to 15% of their Likes in countries where Instagram hid the counts.

Instagram tells me it understands Like counts are important to many creators, and it’s actively working on ways that influencers will be able to communicate their value to partners. As Like counts won’t be public, influencer marketing agencies must rely on self-reported screenshots from creators that could be Photoshopped to score undue rewards.

Without even privately visible counts, agencies won’t be able verify a post got enough engagement to warrant payment. Instagram may need to offer some sort of private URL, partner dashboard or API creators can share with agencies that reveals Like counts.

Instagram CEO Adam Mosseri said last week at Wired25 that “We will make decisions that hurt the business if they help people’s well-being and health.” Hidden Like counts might reduce overall ad spend on Instagram if businesses feel it’s less important to rack up engagement and look popular. But it might also shift spend from influencer marketing that goes directly into the pockets of creators toward official Instagram ads, thereby earning the company more money.

An Instagram spokesperson provided this statement to TechCrunch:

Starting today, we’re expanding our test of private like counts to the rest of the world beyond Australia, Brazil, Canada, Ireland, Italy, and New Zealand. If you’re in the test, you’ll no longer see the total number of likes and views on photos and videos posted to Feed unless they’re your own. While the feedback from early testing has been positive, this is a fundamental change to Instagram, and so we’re continuing our test to learn more from our global community.

This is perhaps the final step of testing before Instagram might officially launch the change and hide Like counts for all users everywhere. It’s surely watching closely to determine how the test improves mental health, but also how it impacts usage of the app.

Hiding Likes is probably a win for the sanity of humanity, and a boon to creativity. Before, people often self-censored and declined to share posts they worried wouldn’t get enough Likes, or deleted posts that didn’t. They’d instinctually bend their public persona toward manicured selfies and images that made their life look glamorous, rather than what was authentic or that they wanted to communicate. Meanwhile, viewers would see high Like counts on friends’ or influencers’ posts, compare those to their own smaller Like counts and feel ashamed or inadequate.

Putting an end to the popularity contest might lead people to share more unconventional, silly or artsy posts regardless of their public reception. That could make Instagram’s content more diverse, surprising and alluring over time versus an increasingly stale aesthetic of perfection. Hidden counts might also decrease the need for “Finstagram” accounts, aka fake Insta profiles that users spin up to share what might not receive as many Likes.

While Facebook is credited for inventing the Like button, it’s Instagram that institutionalized the red heart icon that Twitter eventually adopted, and codified public approval into a concentrated dopamine hit. Instagram turning against Like counts could start a larger shift in the social media industry toward prioritizing more qualitative enjoyment of sharing, instead of obsessing over the quantification of validation.

Social – TechCrunch

Instagram to test hiding Like counts in US, which could hurt influencers

November 9, 2019 No Comments

“We will make decisions that hurt the business if they help people’s well-being and health” says Instagram’s CEO Adam Mosseri. To that end, next week Instagram will expand its test of hiding Like counts from everyone but a post’s creator to some users in the United States. But there are major questions about whether the change will hurt influencers.

Mosseri revealed the plan at the Wired25 conference today, saying Instagram “We have to see how it affects how people feel about the platform, how it affects how they use the platform, how it affects the creator ecosystem.”

Instagram’s CEO explained that “The idea is to try to depressurize Instagram, make it less of a competition, and give people more space to focus on connect ing with the people they love and things that inspire them.” The intention is to “reduce anxiety” and “reduce social comparison”.

Elsewhere during the talk that also featured actor and CEO Tracie Ellis Ross, Mosseri discussed Instagram’s growing interest in shopping, and how it can provide new revenue streams to influencers. He also described Instagram’s three-pronged approach to well-being where it identifies and addresses acute problems such as hate speech, finds positions where it can lead as with fighting bullying, and rethinks fundamentals of how the platform works as with Like count hiding.

Instagram began testing this in April in Canada and expanded it to Ireland, Italy, Japan, Brazil, Australia, and New Zealand in July. Facebook started a similar experiment in Australia in September.

While it seems likely that making Instagram less of a popularity contest might aid the average user, Instagram has to be mindful that it doesn’t significantly decrease creators’ or influencers’ engagement and business success. These content makers are vital to Instagram’s success, since they keep their fan bases coming back day after day, even If  users’ friends are growing stale.

A new study by HypeAuditor reported by Social Media Today found that influencers across tiers of follower counts almost unanimously saw their Like counts fall in countries where the hidden Like count test was active. Likes fell 3% to 15% in all the countries for influencers with 5,000 to 20,000 followers.

Only in Japan, and only for influencers with 1,000 to 5,000 or 100,000 to 1 million followers did the change lead to a boost in Likes — of about 6% in both groups. Meanwhile, influencers saw the biggest loss of Likes in the Brazilian market. Those trends could relate to how users in certain countries might feel more comfortable Liking something if they don’t know who else is too, while in other nations users might rely on more herd mentality to know what to Like.

If Instagram finds the impact of the test to be too negative on influencers, it may not roll out the change. While Mosseri stated the company wasn’t afraid to hurt its own bottom line, impairing the careers of influencers may not be acceptable unless the positive impacts on well-being are significant enough.

Instagram CEO Announces Platform Will Test Hiding Likes in the US

WATCH: Instagram CEO Adam Mosseri announces that the platform will start hiding likes for US audiences starting next week. It's the latest step in Instagram’s quest to become the safest place on the internet. Learn more:

Posted by WIRED on Friday, November 8, 2019

Social – TechCrunch

As Adam Neumann reportedly faces pressure to step down, it’s looking like a fight for life between WeWork and SoftBank

September 22, 2019 No Comments

According to a new WSJ report, certain members of WeWork’s seven-person board, which includes cofounder and CEO Adam Neumann, are planning to pressure Neumann to step down and instead become We’s non-executive chairman. The move, says the outlet, “would allow him to stay stay at the company he built into one of the country’s most valuable startups, but inject fresh leadership to pursue an IPO that would bring We the cash it needs to keep up its torrid growth.”

The WSJ and Bloomberg are reporting that it is SoftBank specifically that wants Neumann to step down. Neither WeWork nor SoftBank is commenting publicly.

It’s a fascinating development, the kind we saw when Uber’s board successfully forced cofounder and longtime CEO Travis Kalanick to abandon his role as CEO. Still, we’d caution against drawing too close a comparison. While the venture firm Benchmark, which spearheaded Kalanick’s ouster, stood to lose billions of dollars if Kalanick dragged down Uber and continued to push off an IPO, Benchmark was not in a do-or-die situation because of its Uber investment.

SoftBank appears to be in more dire straights, making this standoff a particularly meaningful one.

Let’s back up a minute first, though, and consider who is involved and which way this could potentially go. A few days ago,  Business Insider put together a useful cheat sheet about WeWork’s board members that may hint at their allegiance.

1.) Ronald Fisher — who is vice chairman at SoftBank Group after founding SoftBank Capital, a U.S. venture arm of SoftBank — joined SoftBank’s board last year.  He oversees 114 class A shares, each of which carries one vote. Obviously, he’s going to side with SoftBank.

2.) Lewis Frankfort — the chairman of a fitness studio chain called Flywheel Sports — has been a board member of WeWork for roughly five years, and BI says WeWork once loaned him $ 6.3 million, which he repaid in interest earlier this year. We have to think he’d stick with Neumann out of loyalty. At the same time, he doesn’t wield much power unless he has the right to block significant actions at the company (some shareholders get these blocking rights; some don’t.)  What he know: he controls 2 million shares, and 750,000 of them are Class B shares that carry 10 votes each.

3.) Benchmark, which first backed WeWork in 2012, is represented on the board by Bruce Dunlevie, the founding partner of the venture firm. Benchmark owns 32.6 million Class A shares, and could go either way, seemingly. On the one hand, Benchmark doesn’t want to establish a reputation for pushing out founders after the Kalanick debacle, and if it supports SoftBank over Neumann, it risks this exact thing happening. On the other hand, Benchmark might not want to battle with SoftBank if it thinks it has staying power or it’s concerned (suddenly) that it allowed Neumann to amass too much control.

4.) Harvard Business School professor Frances Frei was brought in roughly a minute ago to add a much-need sprinkling of gender diversity to WeWork’s all-male board. Frei’s name first came to be more broadly recognized when she was hired to help address Uber’s battered culture, so presumably she has ties to Benchmark. We’d guess she’ll side with Dunlevie, meaning that we have no idea whose side she will take.

5.) Steven Langman, the cofounder of private equity firm Rhône Group, has ties that go back a ways with Neumann, and he has benefited richly from the association, seemingly. According to an April story in the WSJ, Langman met Neumann through a shared rabbi in its earlier days and joined the board in 2012. He also invested in the company (he owns 2.28 million shares in the company, according to a bond filing). Langman is on both the company’s compensation committee and its succession committee. He also runs a real-estate investment vehicle in partnership with We that buys and develops buildings to then lease back to the co-working company, despite that it raises conflict-of-interest questions. We’d guess he’s on Team Neumann.

6.) John Zhao is the chairman and CEO of Hony Capital, which partnered with SoftBank and WeWork to create a standalone entity called WeWork China back in 2017, and Hony has subsequently poured more capital into that subsidiary. We’re not sure how close Zhao is to SoftBank, but if SoftBank brought Hony into WeWork, we’re guessing he’ll back the Japanese conglomerate on this one. Hony doesn’t own 5 percent or more of WeWork’s parent company so its share holdings aren’t listed publicly.

Neumann, it’s very worth noting, is himself is far more powerful than any of these six individuals. Even after the company recently revised Neumann’s supervoting rights, which gave him 20 times the voting power of ordinary shareholders and now give him 10, he could fire the entire board if he so chooses, notes the WSJ.

Naturally, that wouldn’t be a good look for Neumann, who is already battling growing public perception that, among other negatives for a public company CEO, he smokes a whole lot of pot and that he is delusional, following a WSJ piece that reported Neumann confided to different people his interest in the role of Israel’s prime minister and, more recently, to become president of the world.

All that said, SoftBank is also fast-losing credibility. While its CEO, Masayoshi Son, has been long revered as a visionary, a growing number of sources we’ve spoken to question the viability of his entire Vision Fund operation, and they point to WeWork — whose valuation leaps on the private market, from $ 20 billion to, more recently, $ 47 billion, were entirely a product of SoftBank’s doing — as just one in a costly string of poor calls.

Indeed, despite the roughly $ 10 billion that SoftBank has sunk into WeWork, the financial loss it would take if WeWork falls apart would pale in comparison to the reputation hit Son would suffer, and you can bet there will be ripple effects.

Put another way, given the Vision Fund’s impact on the startup industry over the last few years, there’s a lot more riding on what happens with WeWork than meets the eye. Stay tuned.

Startups – TechCrunch

How to write landing page copy that converts like crazy

September 14, 2019 No Comments

Businesses that use 10 to 15 landing pages experience up to 55% more leads. However, it isn’t as easy as slapping a landing page up and watching the money come in. You need amazing copy to experience that.

Copywriting is the art of using words to convince customers to purchase a product. Furthermore, landing pages are bare-bones sales pages with one goal – to sell something.

That means landing pages need to have a crisp copy that gets the customer excited or they’ll leave in a snap of a finger. This is also why we’re going to be covering seven landing page copywriting techniques that boost conversion rates today if you keep reading.

Let’s dive in.

Effective landing page copywriting strategies

These are some of the best copywriting strategies you can use throughout a landing page. Try them out in headlines, subheadings, and within the body. Use them in different combinations and see the results for yourself.

1. Include plenty of calls to action

Calls to action are phrases and words which tell the customers to do something. This typically involves helping them to take the next action in a sales funnel. Common CTAs that work well include:

  • Buy now
  • Shop now
  • Add to cart
  • Order today
  • Don’t wait

They are subtle but extremely powerful. In fact, it’s been found that 90% of visitors who will read your headline read the call to action copy, too. That means if you wheel them in with a great headline, you’re increasing the chances of customers converting by adding a CTA afterward.

Check out this landing page for QuickSprout where they use the prompt “Start Now” in the text field for free website analysis.

Example of Quicksprout's landing page copy for ctas

Note how the headline “Grow your business, faster.” gets the reader’s attention while the CTA seals the deal.

2. Agitate the customer’s pain points

Why do customers purchase a product? To solve a problem. Reminding them of this issue and the related experiences bring out emotions that can help improve the chances of a sale.

You have to remember that the purchasing process is very emotional. As a matter of fact, a Harvard University professor argues that it’s roughly 95% emotional. By making the customer feel emotions associated with the product and solution, you’re aligning with this consumer behavior.

Look how this customer success company uses this strategy on their website:


Landing page copy that agitates pain points

The copy on this ebook’s landing page mentions the pain point of customer churn multiple times, reminding anyone losing customers of their problem. Stating how this book can remedy this experience via bullet points is the icing on the cake.

3. Use storytelling to relate to your audience

Everyone loves a good story. In fact, it’s how we communicated through means like cave art centuries before modern language. It should be no surprise that testimonials, which are just a variant of storytelling, are proven to boost conversions on landing pages.

This is why no landing page is complete without some great customer stories. You will need to ensure that you ask previous customers for permission before using their feedback and possibly their image, too.

Furthermore, storytelling can be executed by telling a personal tale of how you once too were in the customer’s shoes. Explain your situation as it relates to theirs and how they succeeded thanks to your product or service.

4. Create a slippery slope

Joseph Sugarman, one of the world’s greatest copywriters, coined the term slippery slope in one of his famous books, ‘The Adweek Copywriters Handbook’. This is the strategy of organizing copy in a way that helps customers flow through it effortlessly, ultimately getting to the end sale sooner.

You can achieve this on your own landing page by first ensuring that the copy is organized in a logical sequence. This normally looks like:

  • A captivating headline that grabs the reader’s attention
  • An introduction to the offer, its features, and benefits
  • Pricing and justification for the investment
  • Testimonials that act as social proof
  • Answers to questions and objections customers may have
  • Call to action for purchasing the product

See how that order flows in a natural way? Furthermore, a slippery slope is created by using short and snappy sentences. This makes copy easier to read and less intimidating.

Taking this approach along with the other copywriting strategies we’re teaching you today will produce a landing page customers can’t wait to finish.

5. Keep the language simple and digestible

Roughly 32 million adults in the United States read at a basic level. That means if you use complex vocabulary and technical jargon, you’re filtering out a large group of people reading a landing page.

Instead, you should opt to use a simple and casual language that sounds like a friend speaking to a friend. This is much more digestible, fun to read, and personable.

You should also aim to write as you speak. So, don’t be afraid to break some grammar rules to sound natural and human-like because it can pay off big time.

6. Ask questions that get the customer answering with a “yes”

The more you get the customer thinking “yes” all along the landing page, the more likely they will be able to say that towards the sale. How do you do this? By asking questions they are thinking.

These don’t have to be extremely complex, either. In fact, the simpler the better. You should have a good idea of your customer’s interests, feelings, values, and more. Use this to add questions you’re confident are on their mind to get them relating to your copy more and more.

Look how this marketing publication used this strategy in one of their resource compilations for SEO:

Example of landing page copy headlines

Anyone struggling to perform SEO effectively will read the headline and instantly be more intrigued since they can relate.

7. Use urgency to entice quicker action

Think about it from the customer’s perspective. They see that there’s only a limited time to take advantage of an offer. How would they feel? Urgent to take action. This is precisely why you need to mix in urgent copywriting into landing pages.

Urgency can be created in many ways, as well. The first of which is to frame your offer as “only available for a limited time”. Look how the telephone company Telus pulls this off one of their sales pages:

Telus landing page

Customers will feel more enticed to shop now as they’ll miss out on a great deal. We also call this fear of missing out or FOMO for short. It’s a common aspect of human psychology you can tug on as a copywriter.

Wrapping up landing page copy with key takeaways

Great copy can make or break a landing page. That’s why you need to take the time to craft an epic copy that gets customers itching to buy from you. This can be achieved by applying the main takeaways of today’s article:

  1. Use calls to action for pushing customers along the sales funnel
  2. Bring up pain points customers are experiencing to create emotion
  3. Take advantage of testimonials and storytelling for social proof
  4. Short paragraphs, snappy sentences, and a logical sequence create a slippery slope
  5. Simple language is more easily readable and less intimidating
  6. Ask questions that relate to the customer’s experience
  7. Use urgency and scarcity to make customers feel they need to take immediate action

Got some more tips for landing page copy? Share them in the comments.

Carmine Mastropierro is Founder of Mastro Commerce.

The post How to write landing page copy that converts like crazy appeared first on Search Engine Watch.

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