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Author : My Dirty Little Bitcoin Secrets PDF EBook by Ofir Beigel
Once you’ve got the user’s attention and aroused their interest they are ready to listen to you. Now it’s time to create desire. Desire is created through great copy, and great copy usually has some of the following elements. Benefits first, features later. It’s important to always start out by emphasizing the benefits of your product and not so much what it does. As you can see from the example of Coinbase’s homepage, it only says, “Get started with Bitcoin”, that’s a benefit. Only if you scroll further down the page will you get to the actual features of Coinbase like the ability to access Coinbase from a mobile app, the 2fa (two factor authentication) process they have and more. So remember to start off with the benefits. It’s not that features aren’t important, they are; they just need to come at the right time. Social proof. Showing off your social proof is something that creates desire for your product. For example, if you had some famous news site write about you, present their logo. If you have a quote from a famous person in the industry talking about your product, show it off. Even if you don’t have any of these you can always use some sort of trust seal or a Bitcoin foundation member badge on your site. For example, Ledger wallet - a Bitcoin hardware wallet manufacturer uses a quote from Gavin Andersen the chief scientist of the Bitcoin foundation on their homepage. Address sticking points. If you already tried to sell your product online, you probably know what your users’ sticking points are.
Sticking points are things that get in the way of making the sale. A sticking point can be a high price, or an unknown brand. One good example for addressing the price sticking point is offering a money-back guarantee - just like the one you got on this book. Another example of a sticking point can be the fear of the product being too difficult to understand. Many website have a Frequently Asked Questions (FAQ) section that helps users relieve these sticking points. The desire stage is probably the hardest stage to craft. Later in this chapter we’ll talk about crafting landing pages and you’ll get a better understanding of what can be done. A clear call to action. The final part of AIDA is Action. And by action I mean you should put a visible, clear, short exciting, single call to action (also known as CTA). Basically it should be an offer your visitor can’t refuse and that is as simple as it gets to execute. Here’s an example from Circle’s homepage. Now let’s look at their competitor Coinbase’s CTA. By now we’ve covered all of the online marketing basics you’ll need to know, now let’s tie everything up together. In the following chapters each time I’ll cover a marketing channel I’ll also explain how to craft the copy for that specific channel. So if, for example I’ll explain about Google Adwords, I’ll also talk about best practices to writing an Adwords ad. But for now I would like to use the information we’ve covered so far to explain how to build a high converting landing page.
Keep in mind that in this section we’re only going to talk about the layout of the landing page. After that you will need to design and code the page. You can either do it yourself or through the use of freelancers as explained in the bonus chapter of Part II in this book. Let’s start out with a very general template I use for almost every landing page I set up. A landing page is just the name for the page the visitor “lands” on. It’s usually the page you see after clicking an ad and it has a sole purpose of getting the visitor to take some sort of action (buy something, sign up etc.). Any page on your website can be considered a landing page. Of course this is just a suggestion and you can design your landing page however you see fit, but I think this example will help you illustrate how I use what we’ve learned so far. We start out with the headline. As you already know, this is probably the most important part of the page as it will make the user decide if he’s going to stay on the page or leave. Most users will leave your website in 10-20 seconds if they don’t get a clear understanding of where they are and what’s in it for them. Examine the wireframe I’ve drawn out for you one more time. You’ll probably notice there is a line stating “this is the fold” somewhere in the middle of the wireframe. The fold refers to anything that is visible on your webpage without scrolling and it’s the most important part of the webpage since it’s the one the every visitor sees.
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