We can all agree that:
- B2B sales cycle can be lengthy. So the more quality leads we get into the sales pipeline, the better the chances of increasing sales.
- We’ve all had our fair share of prospects, not using their main emails when signing up to lead magnets.
So, when designing landing pages, we end up using calls to actions such as, “your best email” and “work email” on the email fill out section to compel prospects into using their main email address.
As companies increase their number of landing pages, according to Hubspot, they’ll see a parallel increase in the number of leads.
But the leads won’t magically come in. Your copy needs to:
- Be interesting enough to incite action.
- Build curiosity around your offer.
- Focus readers’ attention on your offer.
And as more companies jump into the content marketing bandwagon, prospects are aware of this cheesy tactic of luring them into giving their email addresses with lead magnets.
If the offering on your landing page is convincing enough, they end up signing up with burner email addresses. But that is a big if bearing in mind the average landing page conversion rate across all industries is 2.35%. Making it even harder to attract quality leads.
Despite all this, landing pages remain one of the most effective ways of generating leads. We will dive into how fascinations- statements that are benefit-driven and spark curiosity- can help you increase your landing page conversion rate and how you can write your own fascinations to hold prospects’ attention on your landing page.
What are fascinations?
Fascination is a state of intense focus, one that creates an irresistible feeling of engagement.
Watching Game of Thrones fascinated me. From the story plot that swallows me right into the action, to the edgy moments that got me feeling my heart in my throat.
In writing, fascinations are a type of bullet points that are benefit-driven, interesting, and tease readers of something that they can’t help but click on your call to action and find out.
The “Master of Fascinations”, Mel Martin, was best known for his prowess in using this technique.
The points are compelling enough that people fill out a form, cut it out of the magazine, put it on an envelope, write the address, stamp it and drop it off at the mailbox only to get the information promised on the magazine.
Nothing different from how modern lead generation works. Having a compelling landing page that interests an audience to give out their personal details and get a piece of information- an ebook, checklist, etc- in return.
But it all starts with exciting readers with the copy on your landing page. And fascination builds up this interest and curiosity that converts readers into potential customers.
But what’s the difference between fascinations and bullet points?
They look similar. But the difference lies in the purpose of the points.
Bullets improve readability by making content easier to skim, drawing attention to important information and communicating efficiently with the audience.
While fascinations are a special type of bullets. They inspire action by delivering compelling points that are benefit-driven and spark curiosity.
Fascinations pin readers’ attention on your offer and lead them down from your headline to your call to action.
Take Mel Martin’s copy, for example.
“How to avoid a tax audit. What the IRS computers are looking for on your return and how to put them off the seat.
It teases the value and sparks curiosity in readers. A sequence of these fascinations play into the readers’ desires and influences them to take action. Whether it’s cutting out a piece and mail it or in your case, fill in their details on your landing page.
So how do you write a high converting landing page copy using fascinations?
The sole purpose of a landing page is to convert prospects into leads. Convince them into giving out their details and in return receive a piece of information.
So what better way to influence action than by using copy that evokes curiosity and inspires action. You can use fascinations to write landing page headlines and the offering.
To write fascinations, you need to clearly state:
- Your audience’s key problems.
- Your solution.
- The benefit they stand to get from your solution.
The solution is your lead magnet. Whether it’s a free consultation or an ebook.
Now, having noted down the basis of your copy, put it all together and create a statement that teases the value and promises a benefit or how to avoid a pain point without disclosing everything.
Problem: Ecommerce owners are experiencing high volumes of cart abandonment and don’t know how to reduce the abandonment rate.
Solution: An ebook detailing practical tips on how to reduce cart abandonment.
Benefit: Reduce cart abandonment, increase sales and revenue.
Fascination: How by doing this one thing, you can dramatically reduce cart abandonment by 15% and increase your sales today.
The primary goal of writing fascinations is to intrigue readers with the copy and let them imagine the benefits of your solution.
But always provide promises that your solution can fulfil. If it’s reducing cart abandonment by 15%, the ebook better live up to that promise and provide tips on how to do that.
The more specific you are with how you phrase your fascinations, the better your chances of holding readers’ attention.
Here are some formulas you can use to come up with fascinations:
The [ technique/system, benefit it brings to the readers]
Now, let’s say we are writing copy for our ebook landing page.
By completing this ebook, you will:
Get the email template that brings back customers to complete the checkout process and reduce cart abandonment even after they have not responded to your previous follow up emails.
This formula works because using the article “the” signifies some degree of specificity. Readers get to have the one thing that will turn their pain point on its head. They get to reap the benefit or avoid the pain point by applying this one technique or checklist.
Use numbers to be more specific
13 low-cost strategies you can use to persuade customers back to the checkout process without being too aggressive and pushy.
Using numbers in your fascinations can work because numbers promise something specific and show readers the value they are getting. Numbers paired with how readers get to benefit from your solution or how they’d get rid of their problem teases them of the value. So they can’t help but want to know the solution.
Why [ a pain point/benefit happens]
In this ebook, you’ll discover:
Why customers leave the checkout process without completing a purchase, how you can avoid this and dramatically reduce your cart abandonment rate.
By using why in your fascination, you get to tease the reasoning behind the occurrence of their problem.
How to [ get the benefit/ avoid pain]
In this ebook, you’ll discover:
How to use the Fogg Behaviour Model to persuade customers to return to their abandoned carts and complete the checkout process.
Usage of “How” sets out the method of how to get the benefit stated or how to get rid of a problem. So readers can’t wait to get a hold of the solution to discover an in-depth explanation of the method.
Examples of landing pages using fascinations
We’ll go through a few high converting landing pages that use fascinations and how they employ some of the formulas we’ve gone through.
DigitalMarketer’s landing page
DigitalMarketer used fascinations to introduce a bit of curiosity in readers and tease the value of their lead magnet. All this to compel readers to fill out their details and get a copy of the lead magnet.
Here’s what we can learn from their landing page:
- They specified the benefits readers would get from their lead magnet and teased its value by using “The [ technique/system, benefit it brings to the readers]” formula.
“ The “You Forgot” reminder trick that brings in tons of new customers and leads, even after they’ve already said NO to your offer!”
“The “Use ___?” question formula that drives down click costs and sharply increases conversions. (Just fill in the blank and watch your clicks soar and costs plummet.)”
- They used numbers to be more specific
“The 11-word ad that netted $208,485 in sales using one simple principle of buyer persuasion (This formula works in ANY market.)”
Use actual values when writing fascinations. Doing so captures readers’ attention and signifies the tangible value they’d be getting from your solution.
Eben Pagan’s landing page
To write fascinations, know the problem your audience is facing and the benefit they would get from your solution.
Knowing this, Eben created compelling phrases using the formulas we have highlighted to tease the value of his solution while letting readers know he acknowledges their problem.
Here are some formulas he used:
- Why [ a pain point/benefit happens]
“Why it’s NOT your fault, you’re not as productive as you want to be.”
He teases readers with the reasoning behind them not being productive as they’d wish to be. This compels readers to discover the reasons and possible solutions.
- The [ technique/system, benefit it brings to the readers]
“The productivity “pyramid” and why using it every day can quickly increase your income while working less. “
Here, readers are teased of the one thing, the productivity “pyramid”, that will increase their income while working less. Doing so signifies what exactly readers are getting from the solution.
- How to [ get the benefit/ avoid pain]
“How to master the “inner game” of productivity FIRST, so becoming productive becomes a natural by-product. “
By teasing the method of becoming productive by nature, readers have to get the solution to get an in-depth explanation of the method.
You can have the best lead magnet, but when your copy isn’t convincing enough, you will experience a low conversion rate.
Fascinations hold readers’ attention and inspire action (filling in their details) by teasing the value of your solution without disclosing everything.
Generating more leads on your landing page can take a great deal of a/b testing your landing page. So knowing how to write copy that plays into readers’ desires is one huge step in creating a high converting landing page.