모듈2 Lesson 03 The Homepage Problem Section - Phụ đề song ngữ
Okay, continuing on with Module 2, remember that our homepage needs to mimic the story
that your clients already started living in, and that starts with the problem that they're experiencing.
And that's where this section is going to spell out in no uncertain terms.
Just like most of the sections on the website, this section is composed of a headline followed by the actual content.
So let's talk about headlines for a second.
This the truth.
five times as many people will read the headline as we'll read the text underneath it.
So it's really important not just in this section but in all sections of your website not to treat headlines as afterthoughts.
Each headline for every single section and every single page for that matter needs to capture attention and it
needs to interest them enough to read the words that are going to come after it.
So I do have three worked out you can choose between for your problem section headline.
So let's just start with our first formula, which is to simply state the problem.
An example, your career isn't going to jumpstart itself.
Or formula two, ask an uncomfortable question about their problem.
For example, example, how much is your unsold home costing you every month?
Or Formula 3,
address the problem with a fact or a statistic, an example here a messy workplace is 45% less productive than a clean one.
Now that's just an example,
I didn't actually research that,
but if you have a statistic or a fact like this that's gonna help you really bring that problem to life, then use it.
And next, you wanna write the body copy, which is gonna define the problem and really make them feel it.
So, So dealing with people, remember that you're not dealing with creatures of logic, but creatures of emotion.
So this is a quote by Dale Carnegie.
He's literally the man who wrote the book on salesmanship.
And this is so true.
People based on emotion and they're already feeling these problems anyway.
So the more that you can come across as the business who gets what they're going through,
the more they're going to trust you up to a point.
It is possible to overdo the pain.
be really careful not to veer into fear mongering or making their situation seem hopeless.
And all you're going to do here for the body copy is point out the symptoms of the problem
they're experiencing and you wrote those out in section 2B of your workbook.
And I've got three main formats that I love to use to present this section properly.
So, format one would just be text paragraphs.
You know, I would limit it to two short paragraphs using bolded text to highlight key phrases.
Remember, you want to keep it skimmable, especially when you're writing in paragraph form.
Format would be bullet points.
So, just list each symptom out.
using bullets, and then sprinkle emotions in wherever you can, or our third format would be questions.
So it's kind of like bullet points,
except rather than just listing the problems or listing the symptoms, you're rephrasing each symptom into a question, asking them if they're experiencing it.
And of course,
First, I've got examples here for each one of these formats, we're going to start at
the beginning with text paragraphs with our commercial cleaning business, so would go something like this.
Overfilled waste baskets, lunch meeting crumbs all over the conference room table, yesterday's coffee cups piled in the sink.
Sound familiar?
If your workplace is feeling low.
and clean, your employees' morale can be affected and productivity can suffer as a result.
See how short and sweet this can be?
It with literally just calling out each symptom in a one little, you know, not complete sentence.
It's really the beauty of conversational writing, so this is very simple and very effective.
long either.
Now look at our next format in our next business using bullet points so you can do something like this.
Does this feel familiar?
you have a resume that never gets read.
You're overlooked time and time again for promotions, you're not earning what you think you should at this stage of your career.
Again, these are just the symptoms that you already wrote out, the symptoms or examples I should say in bullet list form.
And then for format 3 questions, do your listing photos make your house look outdated or uninviting?
Are your open houses empty.
Have you only received lowball offers on your house, if any at all?
And for each of these, I've only included three symptoms or examples, but I did have you create more than that.
So you want to use all of them here.
But this is just a good way to show you exactly what I'm talking about.
But if all of this seems like a lot of doom and gloom, this is where things are about to look up for your prospects.
So finally, you want to end the section with a bit of hope that's going to transition nicely into your.
And what do I mean here?
I mean your belief statement.
So remember in the last module when I had you come up with a statement of what you fundamentally believe in or
stand for or fight against.
You're just going to write it out here as the final thought of this section.
So let's take a look at this in action.
So remember what we wrote for commercial cleaning business.
It was all the negatives, all the examples and symptoms of what could go wrong.
But we end it with, we believe your team deserves a clean working environment so everyone can come together and do their very best work.
Or after pointing out all the symptoms here, we say, you can have the career you deserve.
And after asking all these uncomfortable negative questions,
we segue into, you shouldn't have to put off moving into your dream home simply because the one you're in now won't sell.
Okay, so now it's time to put this into action, make it real by completing the home page problem section of your copy doc.
So I want you to write your headline and your body copy.
ending that body copy with your core belief statement.
And you need to go back and watch this lesson again, to see those examples by all means do it.
All right, so take a little bit of time with this and I will see you in our next lesson.
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