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  5. “Продай или сдохни!”, — воскликнул однажды одиноко начинающий американский копирайтер и… стал одним из самых успешных копирайтеров планеты. Этого мастера продающих текстов звали Джон Карлтон. Недостаточно который знает, только если он был в начале своего профессионального пути, у него не было денег даже для квартплату, и ради него удача текста имел решающее значение. В противном случае он рисковал остаться для улице. Без денег и без жилья. Со всеми вытекающими.

    Все-таки, самым сильным мотивирующим фактором были, лупить и будут обстоятельства. Никакие “секретные” техники гуру “успешного успеха” не сравнятся с ситуацией, если нечего есть сиречь если альтернатива денег — это вопрос жизни и смерти.

    Именно обстоятельства навели Карлтона для мысль о его новой технике — “пистолет у виска”. Эссенция этой техники вельми простая: Вы создаете продающий текст, и когда он работает и продает, Вы живете, а если отрицание — невидимый кат нажимает на курок и… Бам! Event over. Такой подход сильно отрезвляет мышление и позволяет прочувствовать всю порука, который называется, “на своей шкуре”.

    Сказание одного пари

    Некогда у меня был специфический заказ. Мы с моим другом заключили пари на $1000. Сущность пари заключалась в следующем: у друга был товар, и чтобы этого товара мы создали продающую страницу (Quay Servant). Друг пригонял на эту страницу трафик (надо сказать, не сильно чистый, 50/50), а в мою задачу входило создание текста чтобы этой страницы с минимальной конверсией 4%.

    Впрочем было в пари одно “но…”. Текст я мог создать только взаперти раз. Т.е. никаких правок затем запуска страницы делать было нельзя. Ситуацию кроме осложнял тот случай, который над страницей работали дизайнер и чужой маркетолог, которые, потребно говорить, здорово “посадили меня на коня”.

    Забегая будущий, хочу сказать, сколько я невыносимо не люблю спорить. Потому сколько почти ввек в спорах проигрываю. Не знаю, почему. Наверное, карма такая. Для это пари меня наперсник вынудил, прибегнув к манипулятивным приемам (бросил вызов профессиональной гордости), которым я же его и научил. На свою голову.
    Один мудрый полководец как-то сказал: “Мыслящий вождь вступает в битву тутто, когда успех достигнута.” Победы у меня в руках не было, но порядочно хитрых трюков я запас, которые и обеспечили мне, пусть не вовсе честную, однако победу в споре. К слову, потом этого пари приятель обиженно заявил, сколько я выиграл обманом и он спорить со мной больше отродясь не будет. Только при этом подсуетил на продающие тексты опять два проекта своих знакомых. Жук!

    Грязные трюки победы

    Когда я в юности занимался шахматами, к нам в клуб любил приходить взаперти дедок. Этот дедок далеко любил забавлять с нашим тренером и где-то с середины зрелище начинал говорить: “Это трудная, только успех!” Подозреваю, сколько беспричинно он сбивал с толку своего противника. Меня это ужасно раздражало, и я ловил грубый кайф, когда тренер ставил дедка для циклодром изящными выигрышными комбинациями.

    Чтобы победы в пари я тоже использовал не совершенно спортивные методы. Впрочем, победителей не судят. И теперь я расскажу Вам, какие подходы я применял и применяю ради достижения результата присутствие создании текстов для продающих страниц. Я назвал эту технику “Бешеный копирайтинг”.

    Продающие страницы

    Малый экскурс в нишу. Продающие страницы (их паки называют посадочными страницами, landing pages, лендингами, целевыми страницами и т.д.) — это страницы сайта (зачастую, одностраничника), на которые ведется трафик (чаще только, из контекстной рекламы, изредка — из социальных сетей) и которые «закрывают» аудиторию для определенное целевое действие (заявка, звонок, заказ, требование и т.д.).

    Устройство продающих страниц

    Сообразно структуре лендинги состоят из отдельных функциональных блоков (их снова называют дескрипторами, от англ. description — описывать). Дизайн очень разнообразный: от простого, «голого», текста предварительно поражающих фантазия графических эффектов и визуальных образов.

    Работу над продающей страницей дозволительно условно разбить на изрядно ключевых этапов:

    Толпа информации
    Разработка концепции (alias концепций)
    Создание прототипа
    Создание продающего текста
    Разработка дизайна
    Программирование
    Тестирование и отладка
    В идеале копирайтер повинен пить участие на каждом из этапов — тутто эффективность страницы довольно максимальной. В случае с пари меня подключили уже к готовому прототипу, сколько несколько усложняло задачу.

    К слову, о прототипе… Вот якобы он выглядит упрощенно в вайфремах:

    Интерфейс продающей страницы (Deplaning Errand-boy)

    По сути, это наглядное воззрение функциональных блоков, из которых состоит страница. Пользоваться такие блоки дюже удобно сообразно двум причинам:

    Отдельный блок выполняет свою конкретную функцию.
    Отдельные блоки легче протестировать и заменить, когда необходимо.
    Задачи копирайтера

    Поделка копирайтера над продающей страницей сводится к решению четырех основных задач:

    Собрать максимум информации (о товаре, аудитории, конкурентах и т.д.)
    Разработать концепцию (продающую идею, отвечающую для вопросы “Который продаем?”, “Кому?”, “Наравне выделяемся и убеждаем?”, «Какие возражения обрабатываем?», “Какие блоки используем ради донесения информации?” и т.д.)
    Реализовать концепцию изза счет текста чтобы каждого из блоков.
    Проанализировать эффективность и внести корректировки.
    Возвращаясь к пари, четвертый пункт был ради меня недоступен. В то же эра, у меня было скольконибудь концепций, которые надо было вписать в существующий интерфейс. И здесь начинается самое интересное.

    Конверсия продающих страниц

    Экскурс окончен. Самое эра перейти к главному — к «грязным приемам». Знаете ли Вы, что конверсия одной и той же продающей страницы может отличаться в 5 и более раз? Быть одном и том же трафике. Отличие заключается лишь в часть, на что лендинг “закрывает” посетителя.

    Здесь проще показать на примере. Смотрите. Допустим, страница продает станки с ЧПУ. Эти станки стоят через $400 тыс предварительно $2 млн. И разве сбывать их “влоб”, то конверсия будет вельми низкой. В то же время, разве страница “закрывает” на получение коммерческого совет разве каталога станков, то конверсия возрастает многократно.
    Это логично: покупка — навеки изрядный стресс чтобы человека, в то срок сиречь совершить простое, ни к чему не обязывающее операция, гораздо проще. Именно на этом основан маркетинговый прием “двухшаговые продажи”: клиент заказывает список и оставляет приманка контактные данные. Кроме с ним начинает заниматься часть продаж. Более того, простое действие активирует триггер последовательности, благодаря которому закрыть сделку становится проще.

    Такой подход справедлив для большинства продающих страниц:

    Вызвать бесплатного замерщика значительно легче, чем обещать окна ПВХ.
    Оставить заявку на даровой аудит проще, чем обещать услугу продвижения сайта.
    Запросить ознакомительный каталог проще, чем сделать покупку.
    Исполнять требование на примерку проще, чем купить товар “вслепую” и т.д.
    Это первый момент. У продающий страниц с простым целевым действием конверсия выше, чем у лендингов, закрывающих для продажу ради деньги.

    Работа с функциональными блоками

    Когда мне приходится создавать текст для продающей страницы, я вначале разрабатываю порядочно продающих концепций. И ради каждой из них я делаю свой текст.

    Более того, ради каждого блока я также делаю порядком вариантов текста, буде это необходимо. Так, в примере выше у меня довольно несколько вариантов заголовка, лида, буллетов, призыва (около каждое закрытие) и преимуществ (под каждую концепцию).

    В результате у меня для руках получаются, своего рода, конструктор, из которого можно создавать десятки и сотни различных комбинаций. Сам спор я называю “шальным копирайтингом”, поскольку он напоминает поведение шального ковбоя, проворно стреляющего в разные стороны.

    Делая большой охват и проводя тестирование (см. ниже), дозволено получать разные данные сообразно конверсии и замечать, который работает, а который — нет. Такой подход также позволяет значительно снизить риски и впоследствии исправлять те варианты, которые показали выдающийся результат.
    Главное, что тут надо прозреть: своенравный копирайтинг — это не просто тыкание пальцем в бог, а максимальный охват продающих идей, которые вытекают из тщательного анализа.

    Замашка может заболевать грубым, но он работает. И он значительно снижает опасность неудачи текста. Однако и это не все. Страница с одним и тем же текстом может содержать различную конверсию присутствие различном расположении функциональных блоков. Для практике, порядок самой важной информации как можно выше, дает лучшие результаты.

    Зачастую блоков получается порядком много, и страница выходит объемной. В таких случаях я делаю два варианта: одиноко вытянутый, второй — небольшой (на один-полтора скролла). И смотрю, какой подход работает лучше.
    Здесь большую занятие играет целевое действие. Обычно ради сбора Email-адресов (подписок), регистрации для вебинары либо запроса тестовых образцов лучше работают короткие страницы. Для продаж технически сложных продуктов — лучше работают длинные. Вторично же, это не отменяет тестирования.

    Тестирование продающих страниц

    Самая захватывающая и трепетная часть — тестирование продающей страницы. В предыдущей статье я писал, который никто не застрахован от провала. Однако, если столовать много вариантов, шансы для провал заметно сокращаются, поскольку сообразно результатам тестирования дозволено рассуждать, что работает, а что — нет.

    В случае с пари я передал другу 6 различных вариаций текста для мультитестирование (в одном файле, чтобы не нарушать условия договора). О часть, как его проводить, расскажу в отдельной статье.

    Сообразно итогам тестирования мы получили разбежку конверсий через 2,5 предварительно 11 процентов (которые, как и следовало ожидать, сильно зависели от целевого действия и оффера).
    В дальнейшем мы с другом провели изрядно дополнительных итераций и увеличили конверсию вдобавок больше, здорово нагрузив его часть продаж. И здесь мы заметили, сколько конверсия заявок в продажи оставляла желать лучшего. Клиенты “сливались”, и это сильно “било по кассе” моего друга.

    Поскольку я испытывал впечатление вины следовать вероломную победу в споре, пришлось в качестве бонуса дополнительно исполнять сценарии ради менеджеров. Эти сценарии обрабатывали основные возражения, поступь ради шагом подогревая клиента, и методично подводили его к заказу.

    Отличия продающих страниц от продающих писем

    И продающая страница, и продающее цедулка относятся к типу, беспричинно называемых, посадочных страниц. На них напрямую ведется трафик, и они «закрывают» аудиторию на нужное действие. Главное награда страницы через письма в книга, сколько в ней, как статут, маловато текста и масса графики. Плюс, уведомление часто используется в Email-рассылке, а страницы — отсутствует, поскольку в 95% почтовых сервисов и программ графика в письмах по умолчанию отключена.

    Именно по этой причине идеально, когда копирайтер взаимодействует с дизайнером, и дизайн усиливает текст. Тут графика правильно воздействует для лимбическую систему, а текст — для рациональную, и страница хорошо продает. Справедливо и обратное: если дизайн «давит» на текст и доминирует, эффективность страницы снижается.
    Бывают продающие письма с большим количеством изображений, однако в них блоки, наравне закон, идут преемственно, в то период как для продающей странице они располагаются горизонтально, вертикально, на вкладках, во всплывающих окнах и т.д.

    Резюме

    Создавая тексты для продающих страниц важно обратить забота на шесть важных аспектов:
    поисковое продвижение
    Чистоту трафика
    Концепцию (см. выше)
    Целевое манипуляция
    Структурные блоки (дескрипторы)
    Графическое прибавление
    Тестирование
    Разрабатывая тексты разом чтобы нескольких концепций и дескрипторов, отправляя их для мультитестирование, дозволено получить достаточно данных по конверсии, позволяющих выбрать наиболее эффективный вектор чтобы улучшения текста.

    И пусть Ваши тексты продают!

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