Then . ’s Dan Levy talks to direct response
copywriter Marc Aarons about embarrassing writing habits and an easy-to-remember landing page copywriting formula for making sure you’re simultaneously delighting readers and attracting qualified customers. Listen to the podcast Listen on iTunes. Prefer Stitcher We got your back. Mentioned in the podcast A Classic Formula for Gut Checking Your Landing Page Headlines by Marc Aarons via .
Bird By Bird by Anne Lamott via Amazon.
The Power of Vulnerability by Brené Brown via TED. Theme Music: “Gypsy Song” by the Freak Fandango Orchestra . available on the Free Music Archive . under CC by license. Read the transcript In this episode: Dan Levy . ’s Content Strategist . interviews direct response copywriter .
Marc Aarons. Dan Levy: Copywriting
is kind of a tough thing to talk about because it . on the surface . seems kind of personal and specific to each company and their audience. Can it really be boiled down to a formula Marc Aarons: Yes and no. So it’s such a great question because formulas – I like to think of formulas almost like frameworks.
They get us started . and they get us v Timor-Leste Email List ery close to the target. But at the end of the day . you’re always going to want to customize your entire sales message . your landing page . your sales page . video sales letters – whichever advertisement you’re actually creating for your audience.
You always want to customize it specifically
for them. We always start with the audien Grow your lead generation efforts as your business ce. Dan Levy: So tell us about the U Formula. How did that come about . and what are those U’s anyway Marc Aarons: The U Formula was actually developed by Michael Masterson . and he is best known as a serial entrepreneur.
He is also a direct response copywriter . and he helped grow Agora Inc. – I think their financial division – from somewhere in the single digit millions to a nine-figure company. And he developed a number of techniques and innovative strategies that are now taught through the American Writers and Artists Incorporated . one of them being the U Formula.
And the U Formula really breaks down into four questions. Is this useful Is this unique Is this urgent And is it ultra-specific to our audience Dan Levy: Right. I want to get a little more specific there. But first . this post is about using the U Formula on your landing pages in particular.
And you say to either pick your headline
or your subheadline or your benefits . which are usually in the bullet points of your landing page . when going about using this formula on your pages. Is there a particular one that you should start with Marc Aarons: So the beautiful thing about writing copy for landing pages is every single direct response copywriter that I’ve spoken to .
they start in one of two places. Either they start in the body copy . which here . would be the benefits. Or they start with the headline/subheadline. So it’s either an inside/out or outside/in approach . if you will. Dan Levy: Okay . so either start with the first thing you see on the page .
