CXL Review #7: LPO and Copywriting
I have got to finish these classes. I keep going a lot slower on them than a person should. I rewatch parts and take notes on others, although some I breezed through. Landing Page Optimization (LPO) and Copywriting are a couple of topics I am hyper-focused on and well, I have been here for two weeks when it should have taken a week.
However, It is so packed full of juicy details I cannot help but indulge. The teacher for the copywriting section. Momoko Price has shared her strategies and her Docs with outlines. It is such a brilliant way to organize thoughts and facts, that it cannot be ignored.
The fun part, as I am in the class, I picked up an internship with someone that is helping me apply all these teachings and giving me feedback so we can make the best out of it. The feedback is priceless. So is the work, cause I need a portfolio so people will freaking hire me.
So, what is in the classes?
Landing Page Optimization
Just as everything in all these classes, there is a strong focus on user and conversion research. What makes this so relevant and important is COVID.
Let me explain.
The old days of meeting your customers and getting to know them are nearing extinction and are at a complete halt at the moment. Google Analytics, applications like Hot Jar, Copytesting, these are all your new one on one or customer data collection. It is impersonal but man is it effective. Especially in a time when getting to know anyone personally just isn’t a thing.
The digital marketing world is science and data, it is also why what we are doing here is called growth hacking. Landing pages use optimization and SEO tactics to gain visibility. Marketers use the copy to entice and get inside the head of those people viewing it to either buy or convert. You have to know what makes them want to do those things. This is where psychology comes in. Psychology in copywriting and sales is the never-changing landscape of the science behind making great pages and copy. Since the first moment someone used great copy and saw the product fly off the shelves and the walls, there was an uh-huh of how the two were mandatory together.
I want to say, that’s how consumerism really was able to take off — word psychology. And that is what LPO is with some added visual effects. It is the new way to market a product like a sales flyer that makes you want to go to a store. You see an ad in a newspaper or tucked into a bunch of papers on the posterboard at the laundromat, that is your landing page.
The LPO course with Michael Aagaard is like having an LPO wizard; calm, long beard, knows his shit. Gets you into why LPO is so important and throws some hacks at you with wireframing techniques to take the guessing out of the process. Wireframing is making an outline of everything you gather from data and the product so that it is presented and flows in a way that people follow and want to follow, and understand.
Product Messaging
I was calling this copywriting above, but they call it product messaging. Copywriting is part of it, but Momoko takes it so much farther than that. I mean, she really does a lot in the 5 hours. What makes it so enlightening is her strategy and organization process and sharing that insight by breaking down her process with a real sales page that she used all this on. It makes so much sense.
It is a type of wireframing but specific to organizing your data to collect direct words from your customers to build the copy. She shows you how to collect data and how to let that data write your copy so you can focus on maintaining the customer journey fluid based on the information they have given on their pain points.
I have been doing some oldskool learning in my copywriting adventure. David Ogilvy books, Direct marketing campaigns, Halbert letter’s, etc. Some real tooth and nails, straight from the street learning. And this class just elevates that and takes me beyond the corner and uses technology and science to really get deep into the way you should write copy to covert.
Final thought
The classes are great. Now that I have the opportunity to apply the stuff I am learning, I will be able to absorb it and keep it in my ole’ noggin’. I was getting a little discouraged because I haven’t had the chance to apply anything or get any feedback on the things I was trying to do.
They prevented me from landing quite a few jobs. Now, I am trying to get some proper learning from some A-list copywriters, but that cost money, and money is something I do not have much of, also due to COVID. But I will take this time to learn and learn.
The classes are totally worth it if you can get in. The scholarship is challenging and takes some serious drive and self-discipline, but if you can sit and do it, you will be pleasantly surprised with what you get. They don’t do the basics, They go beyond and show you the hacks the pros are using to elevate their game. Hence the slogan 1%; you’re actually getting that information.
I do get a little bit of that link if you decide to go in and purchase the classes. However, I would also suggest doing the scholarship, too, if you feel you cannot afford it. I don’t get anything for that, but it helps you. I know how you feel, and I am so grateful that they allowed me this scholarship because I was struggling to find classes at this time when I cannot pay. It was a vicious cycle.
But I am doing well in the classes, and I like that I can go back in and in real-time apply what I learned, especially with Google Analytics. Good stuff right there for mining all that data before you start doing the work to convert.
