How can you write landing page copy that avoids jargon and clichés?

Don't 'create' a buyer persona. That's for clueless white-collared execs that want to feel important. You need to FIND your persona. Here's how: Actually speak to a whole bunch of your customers. Ask them open-ended questions to figure out those needs, pain points, goals, and motivations. Find common themes and use these as the basis for your messaging. Then use that REAL messaging to create your needle-moving, emotion-resonating copy. Always go straight to source. Never guess.

I take the following steps: - Know Your Audience: Understand their needs, language, and pain points. - Straightforward Headlines: Clearly state the benefit or solution. - Use Active Voice: Make sentences impactful and direct. - Be Specific: Avoid vague promises. Instead, provide clear benefits. - Short & Simple: Use concise sentences and common words. - Avoid Buzzwords: Phrases like "innovative solution" or "cutting-edge" often lose meaning. - Use Real Testimonials: Authentic user feedback speaks louder than superlatives. - Address Objections: Be upfront about potential concerns. - Clear Call-to-Action (CTA): Directly state what you want the visitor to do. - Feedback Loop: Regularly test and tweak based on user responses.

The best way to avoid jargon and cliche is to be as true to your brand and brand offerings as possible. no one knows and understands the dna of your brand better than your crack marketing team but you must also understand your targets and what they want. it cannot be about you but about how your offerings can help them.

Interviews, interviews, interviews! Interview your customers regularly and find out what they are struggling with (watch out for phrases like "I hate it when...", "I'm worried about...", "I'm tired of...") and what their ultimate goals are ("I want to...", "I'm trying to...", "It's important that I..."). Look for what's pushing or pulling them towards your product as well as what anxieties they have and what might be holding them back. Use the information you gather to write copy in your customers' own language - copy that speaks to the pain points you can resolve and the benefits your product can offer. And repeat. Your work here is never done!

Researching buyer persona is the most important part, and I agree with Jack that real buyer persona is more accurate than fictional customer profile. Ideal customer profile is a good starting point, but after you get an idea of how your persona looks like, talk to real people that fits the criteria of who you're serving.

When writing a copy both are important. Features is the logical part, where you PROVE that your thing works as it is. Customers are getting smarter. Without proof, everything else is nonsense. Benefits is the emotion part, where you SHOW your audience: - what it looks like to buy your product, - how it feels like to use it, and - when and where they will achieve their goals with your product.

I agree, somewhat. Features are really important to some customers/end users. Using myself as an example, if I'm looking for a tool to use on a home project, I want to know what qualities make it the best product for the job. At times like that, the benefit is what makes me decide, "okay this is the one to get."

Focus on benefits, not features is too simplified. As Mahesh says, some people care more about the features than the benefits. It depends on the product and the audience. When your audience has technical knowledge about your product they're going to be more interested in the features. Some features are even preferred by the general public How many HPs does a car have? How many GB storage does the new iPhone have? etc. Now, when the audience doesn't care about the features, you shouldn't just focus on the benefits but also on the results, pain points and objections. The example on the left is pretty bad, actually. Much better would be: "Create stunning designs, even if you don't know how to use design software".

I would say getting specific and relatable is the key. Write at a 7-grader level at least (use Hemingway Editor), the lower the better. Using jargon and cliches are fine as long as you can explain it/prove it.

The best way is to make your content 'skimmable'. Most people skim over things nowadays, so remove the extra words they'd skim over. Leave the words they'll read only. It makes your writing so much easier to focus on.

If you find a jargon that most likely must be included in writing the copy, maybe as part of a pain point for your customers, I recommend putting it first in a question, which then the copy tackles immediately after. For example, if you want to talk about migraine as a jargon: "Have you ever had headaches only on one side of your head? That's called a migraine. It's a the type of headache occuring only on sither the left or right side of the head....etc etc.

Yes. But how about we make it MUCH more powerful? Instead of any old concrete and descriptive words, use the words of your customers! Interview them and listen to how THEY describe your product. Then use those in your copy. You might find 'sticky' language that makes it all the way to your main headlines and CTAs.

A couple of important questions to ask yourself while writing: "How does the prospect feel about the problem now?" (Frustrated, overwhelmed, scared, embarassed) "How will they feel a year from now if this problem still isn't solved?" (Discouraged, depressed, stifled, a sense of loss, FOMO) Then on the flip side: "How would they feel now if the problem was solved?" (Confident, relieved, motivated, energised) "How will they feel a year from now after solving this problem?" (Grateful, calm, driven, proud, successful) Imagining these two possible current AND future states helps you paint a picture for your prospect of the crossroads where they are currently standing. Your product is the key to changing their present AND their future.

The most important thing to consider when writing with emotions: Addressing it naturally and gracefully. I have seen some copy are a bit rude and feels bossy, some copy are too superficial it feels like a fluff. The urgency part, please: only the TRUTH. Too many people throws in lots of effort on the urgency part, but when the audience know you're lying, it simply won't work.

This is not the tip to avoid jargon and cliches, but to increase conversions and sales. But I agree with testing, updating, and optimizing your copy from time to time. This is why the smartest marketers have different freebies landing pages (aka channels for attracting potential leads) to cut out the time and resources for A/B testing and collecting surveys and analytics.

Try explaining the product or service to a friend who isn’t from the industry, or your mom or dad. Explain it in two sentences and observe their reaction. If they don’t seem to have understood it yet, add more. Keep going till you see their eyes light up, or they nod enthusiastically. That’s the hook right there- it might be a problem they relate with, a solution they thought wasn’t possible to an existing problem, or an interesting anecdote. Take that hook and write your landing page from that lens.

Remember: jargon and clichés can be your BEST asset, showing that you deeply understand the product/industry. Example: You're a consultancy that helps SaaS companies become more profitable. You can't just say "u will make more money." Using jargon like CAC, lifetime value, churn, and ARR sets you apart. It says "I live and breathe YOUR world". It has the added benefit of proactively alienating bad-fit prospects. Which is something to embrace!

Jargon and cliches gets a bad rap because it's NOT showcasing the REAL benefits people would get from buying the product. Don't overclaim, don't be hyperbolic. Be real and specific is the key to engaging and accurate copy (which is my specialty).

You can also add visual aids like flow charts to show the process and graphs to show progress. For example, showing flow chat will allow your target audience to get a quick overview of your process, and then they can read your text to know about it in detail. Doing this not only makes it easier for them to understand but also shows them that you're clear and can articulate the information better.