Product Messaging

How to conduct a tear down copy

Current issues with page Teardown

One of the major problems with page Teardown is they can be hugely opinion based. So the best way to make sure conduct teardown the right way is to make sure you use the three proven persuasion principles. These principles are Cialdini’s principals of persuasion, Claude Hopkin’s Scientific advertising and MEClab’s conversation sequence heuristic.

MEClab’s Conversion Sequence Heuristic

MEClab’s Conversion Sequence Heuristic Formula

C=4M + 3V + 2(I-F) — 2A

C Stand for probability of conversion, M stands for motivation, V stand for clarity of value proposition (why), I stands for incentive, F represents friction and A represents anxiety.

On the left you have the probability of prospective clients are going to say yes to your offer. And on the right, you have five principle components that you need to make sure you are addressing your persuasive argument on your page. All the 4M + 3V + 2(I-F) — 2A influence the probability of your conversion.

Cialdini’s Principals of Persuasion.

Once the motivation, anxiety frication and all other elements that influence your conversion, then you start incorporating other persuasive principles that science has proven effective in helping boost your persuasion right, which are Cialdini’s persuasion principles.

Evidence that other people are saying yes is a Social Proof principle. Use of authority or some kind of third-party autoreactive stamen from either media, press whom you have their support, this is the principle of Authority. Liking is a principle about people saying yes to your offer as long as they like you.

One element that can easily incentivize people to easily act upon your offer is when they know that there is a limited amount of resources or you offer is not readily available. This principle that motivates them to act is called Scarcity/Urgency principle.

Before you expect your potential prospects to return favors of them converting to your offer you have to do them a favor first. For example, educating and advising them on an offer before they get hold of. In otherward you should be generous and build a rapport your prospects are more likely to say yes to your offer. This principle is called reciprocity.

If you can make people feel like they are part of your group, they belong in your tribe they are likely to increase their likelihood of converting to your offer. This Cialdini’s principle is called Unity.

Teardown Framework Funnel

At the top of the teardown framework funnel we have the Attention-Grabbing copy. This is the stuff that your site visitors see that makes them click and gets directed to your page. They include sinippets, Ads, display Ads and FaceBook ads

The second component of the teardown framework is the Persuasive copy, which include stuffs like Home Page, PPC Landing Pages and Product Details Pages. In this component all that stuffs that get them excited and get to know more about the offer at hand and why it is relevant for them.

Thirdly is the Transactional copy which comes after the persuasive component. Components included here are Cart Page, Order Summary, Checkout and Signup Page. This is the friction state where for people to trust you with their personal information and credit card information you have to do a bit of work.

Finally is the confirmation copy, that includes payment success message or First-Time UX Copy. This face is like your post-conversion experience, which is important

Claude Hopkin’s Scientific Advertising

Known to many as the first conversion copywriter, Claude Hopkins was able to track results in hid advertising, he used key-coded coupons and then tested, headlines, offers and propositions against one another despite the even advertisement become main stream and even before the age of the internet.

Hopkin used the analysis of these measurement to continually improve his ad results, driving responses and cost effectiveness of his client’s advertising spend. One of his popular quotes “We cannot go after thousands of men until we learn how to win one”

He came up with principles that are today classified as universal and timeless. The first principle is be specific. You should be careful when writing copy, try to avoid writing generic copies that are meant to please everyone. The challenge with this approach is that you copy lack specific details that are memorable which is likely to make people convert.

Hopkins second rule is to offer service. The problem with most sales people is that they start by thinking about themselves not the customer. Their main aim is to close the deal. The best way to make people to respond to your offer is to make the offer as a benefit to them. You need to craft your message around offering service be assured it will be easy for you to convince people to convert.

Tell the full story is Hopkin’s third rule. Tell them the full story of the challenge they might be experiencing at that particular moment and here is a product that will address their pain points by helping them achieve what they are trying to do in and easy way. This will make them understand where they are going if they decide to engage with your product.

Hopkins 4th principal is be a sales person. Make sure that the copywrite you write is able to help you in an actual sales environment. If the copy doesn’t help a real person in a one-on-one environment, it’s not helpful for your page either.

Formatting and laying out of your sales page.

When formatting your and laying out your sales page you have to consider the following design factors, in order to influence the effectiveness of your copy.

1. The positioning of each copy on the page.

2. The size of each piece of copy on the page.

3. The order you put your pieces of copy in.

4. The amount of space or clutter around your copy

5. The typography of your copy.

6. Directional cues towards or away from your copy.

7. Color contrast verses the background, imagery, buttons and the noise around your copy.

The position of each copy on you page, size of each peace, order in which you put the pieces of copy, amount of space or clutter you put around your copy, the copy typography, and the color contrast versus the background or the imagery and noise around your copy will have a dramatic influence on your copy.

The positioning of your piece of copy matter to the persuasiveness of your copy because simple eye-tracking tendencies we tend to have on specific devices. When you look at most Western society, when reading they tend to follow the F pattern. In other words, we start reading the screen from left to right and then go down.

When conducting a product messaging you have to consider the following in a nutshell:

1. Make sales page copy as easy to read and scan as possible in digital framework.

2. Leverage the key design principles to control the order, pacing and emphasis of your sales page copy in the mind or your reader as they read your content.

3. Once you have accomplished step one and two create prototypes of your copy page with a range of design tools like Balsamiq, Figma or Sketch, so that you are able to share with team and potential clients.