{"id":1626,"date":"2018-03-01T12:58:04","date_gmt":"2018-03-01T12:58:04","guid":{"rendered":"http:\/\/vyper.io\/blog\/?p=1626"},"modified":"2022-04-24T13:00:17","modified_gmt":"2022-04-24T13:00:17","slug":"use-storytelling-make-landing-pages-pop","status":"publish","type":"post","link":"https:\/\/vyper.ai\/blog\/use-storytelling-make-landing-pages-pop\/","title":{"rendered":"How to Use Storytelling to Make Your Landing Pages Pop"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Many B2B marketers struggle to develop landing pages that resonate with their audiences. Most are too focused on the technical or they go too <\/span><i><span style=\"font-weight: 400;\">copy heavy<\/span><\/i><span style=\"font-weight: 400;\"> to make any real impact. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">That is why marketers are encouraged to adopt a technique that has been used for centuries to entertain, educate, and inform. Storytelling is a powerful marketing tool that can make your landing pages stand out and get noticed.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A good story is often remembered more clearly than mere facts. So, if you can weave a good tale, even the most technical of brands might find the secret to maximum conversions. Here are a few tips you can use on your landing pages that will bring your brand\u2019s story to life.<\/span><\/p>\n<div style=\"padding: 25px; background-color: #cf3838;\"><span style=\"color: #ffffff;\"><strong>FREE Webinar: <\/strong><a class=\"vyper-triggers-509\" style=\"color: #ffffff; border-bottom: 0px !important;\" href=\"#vyperpopup\">Watch the webinar that is making Shopify stores go VIRAL!\u00a0[Here]<\/a> <script src=\"\/\/vyper.io\/cu-js\/cu-fullscreen-509.js\"><\/script><\/span><\/div>\n<h2><b>Determine the Story\u2019s Purpose <\/b><\/h2>\n<p><span style=\"font-weight: 400;\">What are you trying to accomplish with your landing page? That answer should be provided before any storytelling is developed. You should have a clear ending in mind before you begin, in other words, and it all begins with a goal.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Are you trying to entice a purchase or a subscription? This goal should be written down and looked at often so that the story always stays on track.<\/span><\/p>\n<h2><b>What\u2019s the Problem?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Prospects click on your <\/span><a href=\"http:\/\/www.elevationb2b.com\/blog\/how-to-create-irristible-landing-page-b2b-marketers-\"><span style=\"font-weight: 400;\">landing page<\/span><\/a><span style=\"font-weight: 400;\"> because some promise enticed them. They may have clicked an ad that promised to make their job easier. They may have clicked a Facebook post or clicked a link in an ebook that swore their lives could be simpler. Now they have landed on your landing page with hopes of finding this ease-of-life you\u2019ve assured. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Just as you have written down the goal of the landing page, write down the prospect\u2019s problem. This is the issue that will be top-of-mind as the reader engages with your story. That is why every line must address that problem as well as its solution\u2014 in some fashion.<\/span><\/p>\n<h2><b>Start Your Story with a Striking Title<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Your titles can\u2019t just be good. They have to be like coiled vipers, lashing out and Striking readers, forcing them to pay attention. This type of title:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>Speaks to the prospects\u2019 problem.<\/b><span style=\"font-weight: 400;\"> (Client Onboarding Just Got Easier &amp; Less Expensive)<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Tells the prospect that a story is forthcoming.<\/b><span style=\"font-weight: 400;\"> (How One Business Owner Expanded His Business in 4 Months!)<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Makes a promise.<\/b><span style=\"font-weight: 400;\"> (Join This Business Owner Who Expanded His Enterprise in Less Than Six-Months!)<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Gives facts &amp; figures.<\/b><span style=\"font-weight: 400;\"> (How One Business Owner Increased Sales By 154% in Four Months!)<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Gets Personal.<\/b><span style=\"font-weight: 400;\"> (Stop the Frustration of Client Onboarding. Finally, an Easier Solution that Costs Less!)<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Uses a combination of tactics.<\/b><span style=\"font-weight: 400;\"> (Client Onboarding Success Secrets. 85% Faster Results and Ease-of-Use for Frustrated HR Reps)<\/span><\/li>\n<li><b>Use Simple Language <\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Nothing will take a reader out of a story faster than using a <\/span><i><span style=\"font-weight: 400;\">convoluted<\/span><\/i><span style=\"font-weight: 400;\"> word that doesn\u2019t belong. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Instead of saying, \u201cSusan passed the required standardization procedures that ensured her knowledge of the material was commensurate\u2026\u201d which could cause your reader to doze off, say, \u201cSusan passed all the required tests, and now has the knowledge she needs\u2026\u201d <\/span><\/p>\n<p><span style=\"font-weight: 400;\">In other words, avoid jargon and speak as though you were telling this story to a friend. And never use a long word when a short one will do.<\/span><\/p>\n<h2><b>Who is Your Subject?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">A good story needs a protagonist; someone we can root for. Some examples might be:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>The owner of the company describing how he\/she came across the secrets to the organization\u2019s success.<\/b><span style=\"font-weight: 400;\"> (Tim didn\u2019t know at the time, but the algorithm he developed has helped 4,506 small businesses save more money with better personnel and fewer liability issues.)<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>A client who has a success story to tell.<\/b><span style=\"font-weight: 400;\"> (John expanded his boat rental business, opened a new location, and recently hired twenty new staff members.)<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Third-parties who have decided to work with the organization.<\/b><span style=\"font-weight: 400;\"> (A corporate leasing agency chose to team up with a B2B SEO firm, for instance, because of the SEO\u2019s values, culture, and methods with which they do business.)<\/span><\/li>\n<li><b>Get to the Point<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">The average person spends <\/span><a href=\"http:\/\/qz.com\/416416\/we-now-spend-more-than-eight-hours-a-day-consuming-media\/\"><span style=\"font-weight: 400;\">8 hours per day<\/span><\/a><span style=\"font-weight: 400;\"> consuming various types of media. To get your brand noticed, your landing pages have to hook the reader instantly. There\u2019s no time to waste. \u201cOnce upon a time\u2026\u201d isn\u2019t going to cut it and long drawn out introductions won\u2019t either. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Instead, take a page from an actual master of writing, <\/span><a href=\"https:\/\/www.brainpickings.org\/index.php\/2012\/04\/03\/kurt-vonnegut-on-writing-stories\/\"><span style=\"font-weight: 400;\">Kurt Vonnegut<\/span><\/a><span style=\"font-weight: 400;\">, that teaches you to start as close to the end of your <a href=\"https:\/\/www.squibler.io\/blog\/how-to-write-short-story\/\" target=\"_blank\" rel=\"noopener noreferrer\">story<\/a> as possible. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Did your service help a client expand his boat rental business ten-fold in the past year? Think about <\/span><i><span style=\"font-weight: 400;\">why<\/span><\/i><span style=\"font-weight: 400;\"> that would be interesting to a prospect.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If the prospect is a business owner who also wants to expand, describe all the benefits the client now experiences with the newly developed business.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For instance, \u201cJohn Weaver started the year with one struggling boat rental business and too much inventory he couldn\u2019t quite move. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Within four months, John cleared through his inventory, expanded his business, and opened a second location on the other side of town.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In this way, you are enticing your audience by helping them enjoy the fruits of John\u2019s labor. The reader can put him\/herself in John\u2019s shoes, and will start to imagine it would be like to experience that sweet, sweet success.<\/span><\/p>\n<h2><b>Keep Your Organization Out of It<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">People reading your landing pages don\u2019t care about your organization, how it got started, and who works there; at least not yet. Right now, the reader is focused on how you can solve his or her problem. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">When writing a story on your landing pages, put the focus all on the ideal prospects. Speak to that person and make him or her feel the emotional pain caused by this ever-present problem. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Maybe it\u2019s frustration or anger, or regret for doing things the hard way for so many years. Eventually, you will mention the solution to the prospects\u2019 problem, which will represent the easier way of doing things. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">First, you need to create an emotional bond.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Some excellent ways to personalize your stories so that they more deeply resonate with your target market is to use job titles, photographs of people engaged in similar job roles, quotes from others in the industry, and by using lots of \u201cyou\u201d and \u201cyour\u201d to drive your copy home.<\/span><\/p>\n<h2><b>Give Your Clients the Storytelling Duties for a Change<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">You don\u2019t always have to be the one telling the story. Empowering stories told from the viewpoint of clients helps to build that strong emotional bond you\u2019re striving for. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">The best way to do this is to have the client tell his or her story in person or on a recording. Face-to-face Skype or Google Hangout interviews work well also. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">No matter which medium is used, record the client\u2019s story, transcribe the words, and convert the juiciest parts into powerful landing page copy that gets your prospects excited about your offerings. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">When using testimonials, pair them with relevant blocks of copy. For instance, if your landing page is discussing how easy your software is to use, that\u2019s an excellent place to drop a testimonial where one of your clients raves about ease-of-use.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In this sense, testimonials act as exclamation points that highlight the exciting bits of your story.<\/span><\/p>\n<h2><b>Be Relentless with Your Editing<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Kurt Vonnegut gave another interesting tidbit marketers would be keen to follow. He said that every sentence of your story should do one of two things \u2013 reveal something about your character or advance the action.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As a landing page marketer, your job is to ensure every line of your story either aligns with your title or pertains to the reader\u2019s problem. If it doesn\u2019t, it\u2019s nothing but noise and should be removed at all costs.<\/span><\/p>\n<h2><b>Format So the Story Flows<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Keep in mind that people will be reading your landing pages on small screens. Not all of them, but enough that make it wise to format for mobile first.<\/span><\/p>\n<p><strong>Formatting tips include:<\/strong><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Short, simple sentences, and concise paragraphs with a good bit of space in between. <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Bolded subheaders that continue the story as the landing page progresses. Your reader should be able to get a gist of what the page contains just by reading the sub-headers alone.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Use numbered and bulleted lists wherever possible to make content more digestible. <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Front load your sentences so that the main idea is early on, and so readers don\u2019t have to read every single word to get by.<\/span><\/li>\n<li>Your CTA Isn\u2019t the Story\u2019s End. It\u2019s the Cliffhanger<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Your landing page told the story, now your CTA is a way for your prospects\u2019 to create their own stories. Make this part of your call-to-action language. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">For instance, \u201cDo you want to expand your business like John? Get in touch by filling out the form below and see how John did it.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Or, \u201cStop banging your head against the wall and discover the solution that will save you time, money, and constant frustration.<\/span><\/p>\n<h2>Bonus: Brand Messaging and Storytelling with Tamsen Webster<\/h2>\n<p>Tamsen Webster is a messaging strategist that has helped develop storylines for brands like Johnson &amp; Johnson, Verizon, and Weight Watchers.<\/p>\n<p>We interviewed Tamsen who shared strategies for idea development, brand positioning and building the perfect storyline. Watch the video below to learn more:<\/p>\n<p><iframe loading=\"lazy\" title=\"Peek Inside Tamsen Webster\u2019s Secret Formula to Brand Messaging and Proposition\" width=\"1080\" height=\"608\" src=\"https:\/\/www.youtube.com\/embed\/yY7Omy5mOvc?feature=oembed\"  allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/p>\n<h2><\/h2>\n<h2><b><br \/>\n<\/b><b>Conclusion <\/b><\/h2>\n<p><span style=\"font-weight: 400;\">A properly constructed landing page can do wonders for a brand\u2019s bottom line. Sadly, too few brands use storytelling, which is a powerful technique for remaining on your prospects\u2019 minds. You now have the ins and outs of storytelling for landing pages which should have a significant impact on your B2B audience.<\/span><\/p>\n<hr \/>\n<p><em>This is a guest post by Ryan Gould of Elevation Marketing.<\/em><\/p>\n<p><b>Author Bio:<\/b><span style=\"font-weight: 400;\"> Ryan Gould is the Vice President of Strategy and Marketing Services at <\/span><a href=\"http:\/\/www.elevationb2b.com\/\"><span style=\"font-weight: 400;\">Elevation Marketing<\/span><\/a><span style=\"font-weight: 400;\">, a B2B marketing agency. Ryan helps medium and large brands improve sales and market share by developing integrated marketing experiences distinguished by research, storytelling, engagement and conversion.<\/span><\/p>\n<p><strong>Social<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">LinkedIn: <\/span><a href=\"https:\/\/www.linkedin.com\/in\/rygould\/\"><span style=\"font-weight: 400;\">https:\/\/www.linkedin.com\/in\/rygould\/<br \/>\n<\/span><\/a><span style=\"font-weight: 400;\">Twitter: @ryanscottgould<br \/>\n<\/span><span style=\"font-weight: 400;\">Elevation Social:<br \/>\n<\/span><span style=\"font-weight: 400;\">Twitter: @elevationb2b<br \/>\n<\/span><span style=\"font-weight: 400;\">Facebook: @elevationb2b<\/span><\/p>\n  <div class=\"related-post grid\">\r\n      <div class=\"post-list \">\r\n\r\n            <div class=\"item\">\r\n            <div class=\"thumb post_thumb\">\r\n    <a  title=\"How to Run a Referral Giveaway That Explodes Brand Growth\" 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Most are too focused on the technical or they go too copy heavy to make any real impact. That is why marketers are encouraged to adopt a technique that has been used for centuries to entertain, educate, and inform. Storytelling is a [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1631,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","_uag_custom_page_level_css":"","footnotes":""},"categories":[10],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Use Storytelling to Make Your Landing Pages Pop | VYPER - Giveaway &amp; Contest Builder<\/title>\n<meta name=\"description\" content=\"Improve your landing page conversion rates using story telling. Marketers do not sell things, they tell stories. Learn how to perfect this technique.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/vyper.ai\/blog\/use-storytelling-make-landing-pages-pop\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Use Storytelling to Make Your Landing Pages Pop | VYPER - Giveaway &amp; Contest Builder\" \/>\n<meta property=\"og:description\" content=\"Improve your landing page conversion rates using story telling. Marketers do not sell things, they tell stories. 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