Market Mix - 🔍 Re-Creating Your Landing Page

Happy Tuesday, Marketeers.

In this week's edition, I'm re-writing five landing pages and sharing the "secret sauce" behind an above-the-fold that earns the scroll.

Appreciate you reading!

Video Continues To Dominate. Here's How To Take Advantage Of it.

What type of content am I betting on in 2023? 2024? And so on…

It’s straightforward: video.

Ads, landing pages, organic social—quality video content racks up engagement and conversions.

But creating great video content isn’t easy. Some products are notoriously hard to communicate. And even after endless revisions, you’re left with videos that don’t perform.

Vidico solves this problem.

They’re a production company that helps you acquire customers on demand with video.

The production process is easy. They nail precise storytelling. And add creative flair.

So if I were you, here’s what I’d do:

Vidico offers a free video strategy session to learn exactly what kind of video content is right for your product and marketing strategy.

No commitment, and you’ll walk away with insights about what’s working in your space and suggestions from video pros that work with companies like Square, Spotify, and Airtable.

And you can snag your strategy session here for free.

If you decide to work with Vidico after, you’ll also get a free bundle of 3x cut-downs for social. Typically valued at $2,000+.

Re-Creating An Above-The-Fold To Earn The Scroll

The above-the-fold section of a landing page is single handily the most important aspect of your landing page.

It's a pass-or-fail test with a 3-second shot clock.

Pass it, and you earn the scroll.

Earning the scroll means engaging the consumer, setting the hook, and priming the consumer to get reeled in.

To earn the scroll, your above-the-fold needs to include these elements:

A Value Focused Headline (Determine the benefit or value behind your product)
A Complimentary Sub-Headline (Explain what makes it possible and intro the product)
A Product Photo/GIF/video (Bring your words to life)
Social Proof (Add credibility to everything you say)
Next Step (Make It Easy To Action)

So, a few months ago on Twitter, I asked people to drop their landing pages below, and I'd re-create some of them.

I took five of them and re-created them to earn the scroll.

1. Triple Whale Podcast Page

What I’d Change:

1. Make the headline more specific

Everything DTC Growth → What
In Your Headphones → Where
And Optimizing Your Budget → Result

2. Use the subheadline to cement that it’s a value-driven podcast

What I’d add:

Change the photo to a highlight reel (show various well-known guests, reactions, and emotions) - get people eager to listen
Add social proof (Five-star rating on iTunes)

2. Justin Welsh's Operating System

What I’d Change:

1. Use The Headline To Articulate Where The Person Is & Where They're Going

Problem To Dream Headline Formula (Use it to resonate)

2. Add More Context To In The Sub-Headline That Cements The Headline

Here’s What you’ll learn → Here’s the social proof

3. Change The Creative From A Standard Photo To Inside The Product

3. Podcasting360

What I’d Change:

1. Go From A Broad Headline To A Specific Value Prop

Use the messaging to position yourself
Use the copy to help the consumer visualize you doing X

2. Use The Sub-Headline To Break Down How You Provide The Specific Value

3. Use The CTA To Tackle An Objection

If they're in doubt - kill it by offering 7 days for free

4. CoverAI

What I’d Change:

1. Use Data To Reinforce The Pain Point. Emphasize How You Solve it.

2. Introduce The Product and What Makes It Unique

Explain how you create the value
Introduce the product

3. Use A Call-To-Value

Don't say try it → State the benefit from trying it

4. Add Social Proof

Share how many people used the product/service over a specific timeframe

5. Go9X

What I’d Change:

1. Use A Headline That Contrasts To Draw Attention

2. Use Your Sub-headline To Bring Clarity To Your Headline and Explain How You Streamline Operations

3. Change The CTA from "Fun" to Benefit Driven

4. Tackle Doubt With Social Proof

Add social proof that displays how many customers streamlined its operations

5. Change The Creative From A Generic Icon To An Example Of The Product

Market Mix - 🔍 Re-Creating Your Landing Page

Video Continues To Dominate. Here's How To Take Advantage Of it.

Re-Creating An Above-The-Fold To Earn The Scroll

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