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A simple tactic for writing a great landing/sales page in 4 days

You can write a great sales page in 4 days with this.

Maybe less, if you give yourself to nothing else. However, life does throw distractions, so I wouldn’t assume I could do it in less.

It’s the 60/20/20 Rule:

First 60% of your time: Research

No writing. Research.

You’re scrolling through Twitter, YouTube, Facebook groups, blogs, forums, around your main keyword.

You’ll find lots of stuff.

But it’s the most emotive and agitated stuff you’re after. Copy into a single Google or Word Doc. You spend at least 2 of the 4 days doing this. And it’s tedious.

It’s WORK.

Next 20%: Writing a Brief

1. Who’s your audience? 1–3 sentences max
2. Prospect’s biggest pain points & fears. Lots of BULLETS
3. Now reverse those pain point & fears. One big promise, in 1–3 sentences
4. Existing solutions out there, & Why they don’t work.
5. Distinctive Hook. 1–2 sentences.
6. Product details. BULLETS
7. Story behind the product, with names. People love stories about people.

Last 20%: The sales page copy

Now you can start writing the copy.

Actually, I lie. If you did your Brief well, you’ve actually got a lot of the copy already. You just need to rearrange the elements of the Brief, and seque the different parts together, so that it flows.

Now put it to bed, and sleep on it for a day (more, if you can).

Now come back to it. Edit. Add images, videos.

PRESTO.