When you think of landing page, as a web copywriter, you typically think of carefully written and tested conversion copy on an equally carefully designed webpage that also includes images/graphics, testimonials and opt-ins or offers. But here’s a unique landing page and why it works so well:
This guy–Frank Kern– can get away with this particular landing page because he’s built a brand around his name and spun an enviable business persona. He’s worked again and again to create familiar connections that literally suck in new customers and otherwise forge trust.
If you don’t know who Frank Kern is, I suggest you add him and a few others to your personal study list– internet marketing personalities every web copywriter should know.
Kern is one of the leading Internet Marketers right now and riding the crest of his career. What makes him so successful? He has a charisma that seems casual and without design, but underneath there is a clever marketing psychology at work, much of it crafted out of desire and built using neuro-linguistic selling techniques.
Kern uses phrases that invite you in, like you’re a buddy in a private conversation with him.
He uses words like “cool” and “stuff” which are trademarks of his features and benefits and Kern gets away with them because of his surfer, beach dude persona. He has a “secret headquarters” he’s going to show you, tons of “stuff” that only paying customers have seen, handwritten treatises that he cranks out while he’s tripping across the continent in First Class. Hell, I want to be the female Frank Kern, I admit it. My disclaimer: I’m not pitching Kern’s products–I haven’t bought any, but his marketing tactics are worth a close study, guaranteed. If you are a web copywriter with any inclination to write for the affiliate marketplace OR dabble in your own marketing plan, dissect Frank Kern’s landing pages, his email pitches, and his videos.
Note: Frank Kern is fond of arrows…he uses them liberally in his materials. Of course– they provide clear visual instruction on direction. How much simpler could you get when you want to direct someone to a piece of information or drag their eyes around a LP at will? Big red arrows that imply: go here, do this when you get there, trust me.
This particular LP is genius. The video that makes it must have cost many thousands of dollars to shoot and produce. This is no cobbled home-brewed vid. This is like a music video for his next multi-million dollar product launch.