Creative Elements of Landing Pages

Advertising Secrets of the Written Word is an old-school book on copywriting. But that doesn’t mean it’s not relevant to the current times. It’s a book for print ad copywriters. And it’s suitable also for landing page and other long-form copywriters of the digital world.

The book contains everything about landing page elements and ads: the graphical elements of an advertisement, the actual copy and the psychological triggers.

Check Advertising Secrets of the Written Word on Goodreads

This article is a checklist of all those ad copy elements in a landing page/print ad.

The Graphic Elements

The most prominent element of advertising copy is its graphical part:

1) Headline: To get the prospect’s attention and draw them to the subheading.

2) Subheading: To provide more info and explain the attention-getting headline.

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3) Photo or Drawing: To get the prospect’s attention and illustrate the product.

4) Caption: To describe the photo used on the page.

5) Copy: To convey the main selling message of the product.

6) Paragraph Headings: To break the copy into chunks and make it look less imposing.

7) Logo: To display the company’s name selling the product.

8) Price: To let the prospect know what the product costs.

9) Call to Action: To give the prospect a way to respond to the ad.

10) Page Layout: To make it easy for the prospect to get the message and act on the ad.

The Copy Elements

The actual copy is an essential element, of course:

1) Typeface: To give the ad copy its personality, emotion and legibility and make it inviting.

2) First Sentence: To give the prospect a compelling reason to read the next sentence.

3) Second Sentence: To maintain interest and continue the momentum of the first sentence.

4) Paragraph Headings: To make the copy look more inviting for the prospect.

5) Product Description: To explain a complicated product in a simple way and vice versa.

6) Features: To highlight the uniqueness and novelty that differentiates the product.

Also check: 35 Advertising Quotes from Piyush Pandey’s Pandeymonium

7) Technical Details: To show expertise and build trust among the prospect.

8) Anticipated Objections: To impress confidence that you know the prospect’s pain points.

9) Resolved Objections: To provide alternative solutions and dispel the concerns completely.

10) Gender: To show you recognise your ideal prospect and communicate with them.

11) Clarity: To avoid confusion and get prospect to enter the slippery slide and stay there.

12) Rhythm: To make the copy read like an entrancing song.

13) Support: To alleviate concerns regarding help and service.

14) Facts: To let the prospect know what the product or service looks/feels like.

Also read: 15 best Ogilvy advertising quotes

15) Trial Period: To build faith in the product and make the prospect comfortable to pay.

16) Price Comparison: To establish value in the prospect’s mind.

17) Testimonials: To add credibility.

18) Price: To tell the prospect the money they have to pay.

19) Offer Summary: To act as a reminder of the actual offer and strengthen your point.

20) Call to Action: To give the prospect a way to act and pay.

The Psychological Elements

The subtle element of an advertisement is the psychology used:

1) Feeling of Ownership: To engage the prospect in the buying process.

2) Honesty: To make the prospect believe in your offer.

3) Integrity: To ensure each element in your copy reflects the correct message.

4) Credibility: To remove any objection that stops the prospect from paying.

Check: 12 (plus 1) Lessons Learnt from Purple Cow

5) Value: To position the product as a valuable investment for the prospect.

6) Justify the Purchase: To give reasons to the prospect to want and need your product.

7) Greed: To motivate the prospect to go for the purchase.

8) Establish Authority: To make the prospect buy from you regardless of how popular you are.

9) Satisfaction Conviction: To convey the message that the product is indeed beneficial.

10) Nature of Product: To create a powerful and emotionally dramatic presentation.

11) Current Fads: To connect the prospect with the fads and leverage their popularity.

12) Timing: To understand when to promote and when not to.

13) Desire to Belong: To make the prospect belong to the group that owns that product.

14) Desire to Collect: To fulfil the emotional need to collect something special.

15) Curiosity: To make the product attractive to the prospect.

16) Sense of Urgency: To avoid the thinking delay and make the prospect buy at the moment.

17) Instant Gratification: To capitalise on the advantage of buying online.

18) Exclusivity: To let the prospect feel they’re special if they buy the product.

19) Simplicity: To build vibrant images that have an impact on the prospect.

20) Human Relationships: To have the prospect resonate with your product emotionally.

21) Guilt: To create the obligation for the prospect to take some action in return.

22) Specificity: To bring believability to your offer.

23) Familiarity: To befriend the prospect and create some attraction.

24) Hope: To create a possibility of a future benefit for the prospect to order.

And that was all from the book.

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