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They will help you face the Blank White Page without cowering. They’ll help you pinpoint what’s going wrong in a button… To get IDCA, you just drop Attention from the start. Because sometimes you’ve already got their attention – so you don’t need to start again. What are the consequences if you fail to do as promised? All down the page, the visitor gets dose after dose of AID, which builds incredible anticipation for that “buy” button. Clearly, you don’t sell f***loads of beautiful product without being incredibly good salespeople.You just need to hold their attention, and you can do this by piquing their interest. Who else has already seen you keep your promise, and how? If you’re finding that you get a lot of unqualified folks starting trials – that is, users that fail to activate or that churn out after 1 sign-in – then that prematurely placed button could be to blame.What can you demonstrate to skeptics that your solution is easily going to ensure the promise is kept? Importantly: you’re not asking for the user to sign up, buy or start a trial until the end. Consider removing the CTA from the hero and writing the page with a traditional copywriting formula in mind instead.
I like to break this into 2 groups of “what they’ll get”: the tangibles and the intangibles.
The tangibles are the components of the product itself (e.g., 37 downloadable HD videos), and the intangibles are the changes to their life (e.g., the time-saving power of knowing a proven system). A video sales letter (or VSL) is more than a sales letter on video.
This sales letter formula leaves nothing to the imagination. Video is a different medium, so use the formulas designed for that medium.
If you’re seriously uninspired and you wish you could afford to hire someone to write your page for you, use this and send Mr. ( Importantly, out of 21 steps, the call to action is #19. I’ve mentioned this a few times already, but you should not be in a rush to supply a CTA. And research top tips, like autoplaying, removing video controls and using longer VSLs, not short ones. I’m not gonna quote Ogilvy or point to the dozens of copywriting books that hold that you should spend the majority of your time writing your headline.
Yes, people will click CTAs that appear early – but are they ready for it? I will, however, tell you this: For content teams with aggressive publishing schedules and high standards, Airstory is the content creation software that helps teams build on each other’s ideas to produce incredible articles, blog posts and ebooks.