Copywriting is one of the hardest skills you can learn. A little tweak here and there is the difference if you make a sale or you don’t.

Ever since I started writing on X, I’ve been seeing people always telling us to “sell the benefits, and not the feature”. But no one tells you how.

So I started reading landing pages from successful creators seeing what they’re doing. Analyzing their writing, and how they frame their offers. 

And today I want to share with you what I learned so you can start writing landing pages that have higher conversion rates.

A Never-Ending Conversation:

When you’re writing your landing page it’s a conversation between you and the prospect of claims, problems, and objections.

For every claim you make you create a problem.

I.e.:

Claim: “make $10k a month”

Problem: “You’re not making $10k a month”

Claim: “Be happy”

Problem: “You’re miserable and depressed”

When you’re writing your copy for your landing page it’s a constant loop of claims and problems.

When you provide solutions you create objections.

Solution: “Learn how to build an online business for $100”

Objection: “I don’t have any experience” or “I don’t have any skills”

Solution: “I’ll help you start a personal brand today”

Objection: “Why should people listen to me?” or “I don’t have anything interesting to share”.

Do you see how the prospect keeps telling himself that he’s not good enough?

Our job is to convince them that they are good enough and that they can do it.

Think of it as giving that magic pill that will solve all of their problems. But how do you give the magic pill?

How successful creators handle objections:

They start by talking about a solution, but then they add “so you can” to address your problem.

Let me show you what I mean.

Here are a few examples I found from Dan Koe’s 2HW landing page:

1. Learn exactly what you need to know about high-impact writing so you can start immediately.

2. I include breakdowns of my best tweets, why they worked, and how you can turn them into your own (so you can see similar growth with your writing).

Here’s a few more from Kieran Drew:

1. How to make first drafts a breeze with one simple strategy (no more writer’s block).

2. The secret to writing with personality (even if you think you have none)

3. How to write highly persuasive call to actions (scale your newsletter, sell more products, and land more clients in the DMs)

Do you see how they address the benefits of their products and answer the prospect’s objections?

Every time you write something you need to address the prospect’s objection.

Otherwise they’ll go why should I buy this?

I want you to imagine a massive list of objections for your prospect, and when you start writing your landing page go and answer every one of them.

That’s how you write a high-converting landing page, as a complete beginner.

I’ve been applying it myself.

Every few weeks I go over the landing pages of my lead magnets and paid products and refine them bit by bit.

Even the auto plugs that you see under my tweets I improve them every few weeks.

Each time I work on their copy I see improvements.

Thanks for reading! That’s all for today!

- Hussain

Today’s writing spot:

It’s my favorite coffee shop and the staff gave me an extra cup of coffee for free! 

Why didn’t anyone tell me that Filtered Americano Coffee existed? It tasted amazing!

Whenever you’re ready Here’s how I can help you:

Content Audit Call: If you want a tailor-made strategy to help you write better content and start reading your audience’s minds. Book a call with me.

Write To Impact. Get My ridiculously underpriced course for writing online. It’ll go over the basics of nailing your niche, the type of content that people want to see, mistakes to avoid, and how to make your sentences sing.