Advanced Lead Capture

There’s something your landing page should do to make your lead capture more effective. Something that’s usually overlooked.

But first, let’s make sure you’ve locked in the landing page basics…

  • A headline that’s congruent with whatever message brought the prospect to the landing page.
  • A headline that encourages the prospect to read what comes next.
  • A compelling offer of relevant information.
  • Bullet points to reinforce and encourage the benefits of taking action.
  • A simple form.
  • A clear call to action.
  • Assurances of credibility.

But beyond these basics, there is something you should do with the copy on your landing page to improve conversion.

Make A Connection With The Prospect’s Identity

How does your prospect want to be perceived by other people? As a brash, brilliant, innovative renegade, or as a dependable, competent, and thoughtful teammate?

Look for ways your copy can build or reinforce the identity your prospect wants to convey.

If you market a service where your clients want to be viewed as responsible and prudent, acknowledge this. Show them how the first step they take toward launching a relationship with you will help support the identity they seek.

This can be done very simply with a bullet…

“Discover the exact steps leading consultants use to cement credibility.”

It could also happen in the headline…

“Become The Consultant Who Isn’t Just Trusted, But Always In Demand”

Let’s say the identity your prospect wants is slightly different. Recognition is more important than credibility. Make a slight change to your bullet…

“Discover the exact steps leading consultants use to send their visibility soaring.”

The revised headline…

“Become The Consultant Everyone’s Talking About”

Now, you might be wondering, “What if my target includes both these kinds of identities?

Carefully cover both bases.

Make a list of traits and make some choices. Use the 80/20 rule to chose which identities are the most commonplace, which type of prospect is most likely to respond to your offer, and which one you would like to take on as your own client. Write copy to make emotional connections with the handful of important ones.

Write to the person your prospect wants to be.  This is one of the overlooked ways to make your copy work harder.

About Paul Talbot

Paul wrote his first ad in 1979, and is one of a select group of copywriters who has

worked in sales and sales management. He has been a National Director of Sales

at AOL and a Senior Vice President at CBS.

Paul thinks strategically and listens to his clients carefully. He is motivated by

getting his clients results. Paul lives in Coronado, California with his wife Ellen.

Paul’s email is

Read his blog at

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