Landing Page Copy

---
name: landing-page-copy
description: "Write high-converting short-form landing page copy — bridge pages, pre-sell pages, and landers that sit between ads and VSLs/offers. Use this skill whenever the user asks to write, rewrite, or brainstorm landing page copy, lander copy, bridge page copy, pre-sell page copy, or any short-form page designed to drive clicks through to a VSL, video, or offer. Also trigger for 'write me a landing page', 'lander for my offer', 'bridge page copy', or any task involving creating a short page that warms traffic and drives clickthrough. Does NOT handle long-form sales pages, VSLs, or advertorials — use separate skills/approaches for those."
---

> Created by **Rob Palmer** — direct-response copywriter ($523M+ tracked).
> Source & updates: https://github.com/robpalmer99/claude-code-copywriting-skills
> Free under CC-BY-4.0. Attribution requested when redistributed.

# Landing Page Copy Skill

This skill writes high-converting short-form landing page copy — bridge pages and pre-sell pages that sit between ads and VSLs/offers. It draws on proven direct response frameworks from Schwartz, Makepeace, Georgi, Wiebe, Rogers, and others.

The landing page has ONE job: **get the visitor excited enough to click through and watch the video / see the offer.**

This page does NOT sell the product. It does NOT mention a product is for sale. It builds curiosity, establishes authority, provides social proof, and makes clicking the CTA feel like the only logical next step.

---

# Step 1: Understand the Page

## What This Page IS

A short-form bridge page (300-800 words) that sits between the ad and the VSL/video/offer. The visitor has already clicked an ad. They're curious but not committed.

## What This Page is NOT

- NOT a sales page (no price, no offer stack, no checkout)
- NOT an advertorial (no long-form editorial content)
- NOT a squeeze page (no email capture)
- NOT a product page (no product details)

## The Visitor's Mental State

They just clicked an ad. They're thinking:
- "Is this legit?"
- "Is this going to be worth my time?"
- "What's this about?"

Your job: answer the first two with YES while keeping the third one open enough that they MUST click to find out.

---

# Step 2: Classify the Brief

Before writing, determine:

**Market/Niche** — Health, wealth, relationships, self-improvement? The language and proof types change.

**Awareness Level (Schwartz)** — Where is the visitor on the awareness spectrum?

| Level | What They Know | Landing Page Approach |
|-------|---------------|----------------------|
| **Unaware** | Don't know they have a problem | Lead with identity/emotion, longer education |
| **Problem-Aware** | Know the problem, not the solution | Name the pain, introduce novel mechanism |
| **Solution-Aware** | Know solutions exist, not yours | Differentiate your mechanism from what they've tried |
| **Product-Aware** | Know your product | Short, social proof heavy, direct CTA |

Most bridge pages target **problem-aware** visitors from cold traffic ads.

**What's the destination?** — VSL, video presentation, quiz, long-form page? The CTA must match.

**What's the mechanism?** — The unique method, discovery, or approach being teased. This is the backbone of the entire page.

---

# Step 3: Write Using the Three-Paragraph Framework

Every winning bridge page consists of three core elements. You can expand each into 2-3 short paragraphs, but the concepts are always these three, in this order:

## Paragraph 1: The Discovery (Authority + Root Cause)

**Purpose:** Establish credibility and introduce a novel mechanism or root cause.

**Pattern:** An expert authority figure has discovered/revealed something new about the problem.

**Elements:**
- Named authority figure (doctor, scientist, researcher) OR credible institution (Harvard, MIT, Mayo Clinic)
- A specific, novel root cause or discovery related to the problem
- Visceral, vivid language that makes the discovery feel real and urgent
- A named mechanism that sounds proprietary and specific

**Examples from winning landers:**

> "Researchers at Harvard have detected a toxic blanket that forms around the pancreas of diabetes sufferers — made of clingy zombie cells that block insulin production."

> "Top scientist reveals: a simple 7-second 'glucose flush' helps manage high blood sugar — and it has nothing to do with diet, exercise, or medication."

> "Nobel Prize-winning doctor reveals a breakthrough method to achieve perfect 20/20 vision — eliminating the need for surgery, medication, or injections."

> "Leading eye scientists and doctors in Italy have changed the way we treat eye problems forever."

**What makes it work:** Authority + specificity + novelty. The reader thinks: "This sounds credible AND different from everything I've tried."

**Authority patterns that work:**
- "Top Doctor/Scientist/Specialist"
- "Researchers at [University] discovered..."
- "Nobel Prize-winning..."
- "Genius researcher Dr. [Name]..."
- Named expert with geographic specificity

## Paragraph 2: Social Proof (Results + Benefits)

**Purpose:** Show that real people are already getting results with this method.

**Pattern:** Thousands of people are already using this and experiencing specific benefits.

**Elements:**
- Specific number of people (not "thousands" — use "257,000" or "over 110,000")
- Tangible, specific results they're experiencing
- Pain points being resolved
- Optional: a named testimonial with geographic specificity

**Examples from winning landers:**

> "Over 257,000 individuals are already reaping the benefits of this straightforward morning habit — and the test results are simply amazing."

> "This innovative approach has already helped more than 316,000 individuals to do away with their glasses and enjoy crystal-clear vision."

> "Tasha Bailey from Birmingham, England was told there was no cure — increased risk of heart attack, stroke and blindness. After 7 weeks, she's diabetes-free. 'All my blood test levels are within the normal range.'"

> "Subjects report feeling 10 years younger in just 7 weeks of the 100% natural treatment."

**What makes it work:** Specific numbers create believability. Named testimonials with locations feel real. The reader thinks: "If it's working for this many people, maybe it'll work for me."

**Social Proof Hierarchy (strongest to weakest):**
1. Named testimonial with photo, specific results, and location
2. Verified review screenshots
3. Case study with specific numbers and timelines
4. Expert endorsement
5. Media mentions / "As Featured In"
6. User count / aggregate stats
7. Anonymous testimonial

Always use the strongest proof available. Match proof to the reader's primary objection.

## Paragraph 3: Call to Action (Urgency + Direction)

**Purpose:** Make clicking the button feel like the only logical next step.

**Pattern:** If you have this problem, you MUST watch this video right now.

**Elements:**
- Direct address ("If you or anyone you care about...")
- Problem restatement (connects back to their pain)
- Urgency language ("right now," "before it's taken down")
- Clear, specific action ("watch this video," "click the button below")
- Benefit-forward CTA button text ("Watch The Free Video" not "Click Here")

**Examples from winning landers:**

> "If you or anyone you care about is suffering from high blood sugar problems, you MUST watch this 3-minute video revealing these blood sugar secrets."

> "If you're looking to completely change your health, then you must click the button below and watch this video right now to discover this powerful new blood sugar solution."

> "Hurry, this life-changing revelation is so effective and contentious that it may disappear from the web soon. Don't miss out — click the WATCH VIDEO NOW button for the astonishing details!"

**What makes it work:** Emotional urgency + clear direction + low-friction action. They're not being asked to buy — just to watch.

**Urgency without selling** (since we're not selling a product, urgency comes from the information itself):
- "This video may be taken down" (industry suppression angle)
- "You must watch this right now" (implied time sensitivity)
- "Before the [industry] gets this removed" (suppression angle)
- Time-limited framing: "watch this 3-minute video"

---

# Advanced Techniques

## Message Match (Ad → Landing Page)

The landing page MUST feel like a continuation of the ad, not a new experience. If the ad said "7-second morning trick," the landing page must reference the "7-second morning trick." Same language, same mechanism, same authority figure. Any disconnect and they bounce.

## The Unique Mechanism

The mechanism is what makes this solution different from everything else. On bridge pages, you tease the mechanism without fully explaining it.

**Formula:** [Proprietary Name] + [Simple Explanation] + [Why It's Different]

**Strong mechanisms are:**
- **Credible**: Backed by authority (university research, named doctor)
- **Exotic/rare**: Hard to find, newly discovered
- **Small and specific**: "7-second trick" beats "20-minute routine"
- **Simple and fast**: Low perceived effort
- **Named**: "The Leptin Reset Protocol," "The Glucose Flush Method," "The Cortisol Switch"

**The test:** If you can swap your mechanism name for a competitor's and the page still works, your mechanism isn't unique enough.

## The Mechanism Tease

Never fully reveal the mechanism. Give enough to create credibility but keep the resolution behind the CTA:
- Tell them what it IS (a plant, a method, a technique)
- Tell them what it's NOT ("It has nothing to do with diet, exercise, or medication")
- Give specific hints ("It's 150 million years old" / "It's smaller than a nickel")
- Let them close the loop only by clicking through

## The "Nothing To Do With" Pattern

Eliminate their existing mental models so the mechanism feels genuinely new:

> "This has nothing to do with: A) Genetics B) Diet C) Exercise D) Medication"

Each eliminated option removes an objection AND increases curiosity about what it actually IS.

## Visceral Language

Make the problem FELT, not just understood:
- "Toxic blanket" not "cellular buildup"
- "Clingy zombie cells" not "dead cells"
- "Complete shutdown of insulin production" not "reduced insulin"
- "Attacks your body" not "affects your body"
- Use sensory words: slimy, clingy, burning, stabbing, crushing

## Intrigue Intensifiers

**Tell them what it's NOT:**
> "It's not a diet... not a supplement... not exercise... not willpower..."

**Tell them where it's NOT:**
> "You can't find it in any store, any pharmacy, any website..."

**Drop specific hints:**
> "It's 150 million years old"
> "It's smaller than a nickel"
> "Harvard announced it only last week"
> "It grows only above 12,000 feet in the Andes"

**Authority anchors:**
> "Experts call it..."
> "A study from [institution] proved..."
> "Over 100 medical reports now show..."

## The 60-Second Sales Hook (Kevin Rogers)

For pages that lead with a personal story, use this four-part formula:

**Identity → Struggle → Discovery → Result**

> "Hi, I'm [name]. I'm a [age/title] from [place]. For years I struggled with [specific problem]. Then I discovered [mechanism]. Now I [specific result] and [positive life change]."

This creates instant rapport through vulnerability and specificity.

---

# Headline Formulas for Landing Pages

The headline sits above the body copy. It must stop them and set up the three paragraphs.

**Authority + Mechanism + Benefit:**
> "Top Doctor: Do This To Normalize Blood Sugar & Fight Type 2 Diabetes"

**Percentage + Discovery:**
> "97% Of People Don't Know About This A1C Blood Sugar Hack — It's Genius"

**Mechanism + Timeframe:**
> "Simple 7-Second 'Glucose Flush' Helps Manage High Blood Sugar"

**Question Format:**
> "Can This Enzyme Restore Perfect Blood Sugar Levels?"

**Urgency + Benefit:**
> "10-Second 'Cold Water Trick' Balances Blood Sugar Overnight"

**Story Hook:**
> "How This 10-Second Method Backed My Wife's Vision By 99% (Do It Tonight!)"

---

# Formatting Rules

## Desktop
- Large paragraph spacing — never a wall of text
- Bold/highlight key phrases (benefits, discoveries, CTAs)
- Short paragraphs (2-3 sentences max)
- Ample line height for scanability
- Strategic color emphasis on key claims and CTA

## Mobile (Primary Context — 75%+ of traffic)
- Large font size for thumb reading
- Even shorter paragraphs than desktop — merge and condense
- Thumb-friendly CTA buttons (tall, wide, high contrast)
- Every word earns its place — cut ruthlessly
- If it looks like a wall of text on mobile, split or cut

## CTA Button
- Benefit-oriented text: "Watch The Free Video" / "Click Here To Watch The Video"
- High contrast color (blue, green, or red — test)
- Large, tappable, impossible to miss
- Positioned immediately after the final paragraph
- Test: "Watch Now" vs "Click Here To Watch The Video" vs "WATCH VIDEO NOW >>"

---

# Creating Variations (The Super Affiliate Method)

## Source Material

The fastest way to create bridge page copy: extract from the offer's existing email swipes and affiliate resources.

1. **Find the offer's affiliate resources page** — most vendors provide email swipes
2. **Extract**: the discovery, the mechanism, the authority figure, the social proof, the pain points
3. **Organize** into the three-paragraph framework
4. **Create 2-3 variations** using different angles from the same source material
5. **Test** which angle performs best

## Output Format

Always provide **2-3 landing page variations** testing different angles:

```
## Variation 1: [Angle Name — e.g., "Authority Discovery"]

### Headline
[The page headline — authority + mechanism + benefit]

### Body
[Paragraph 1: Discovery/Authority]

[Paragraph 2: Social Proof/Results]

[Paragraph 3: CTA/Urgency]

### CTA Button Text
[Button text]
```

**Variation angles to test:**
- **Authority Discovery** — Lead with the researcher/institution
- **Social Proof First** — Lead with the massive number of people getting results
- **Story/Testimonial** — Lead with a named person's transformation
- **Mechanism Mystery** — Lead with "nothing to do with" elimination pattern
- **Problem Visceral** — Lead with vivid description of the root cause

Label each variation so the user can A/B test effectively.

---

# Voice & Anti-Patterns

## Must Sound Like
- A friend urgently sharing something they just discovered
- A news report about a breakthrough
- Someone genuinely excited about results they've seen
- Natural, conversational, slightly breathless with excitement

## Must NOT Sound Like
- A sales pitch (no mention of buying, price, or products)
- An AI wrote it (no "delve," "comprehensive," "cutting-edge," "leverage," "game-changer")
- A medical textbook (visceral and vivid, not clinical)
- Generic marketing ("Are you ready to transform your life?")
- Over-produced copy ("In today's fast-paced world...")

## Words to Ban
**AI tells:** delve, dive into, comprehensive, robust, cutting-edge, utilize, leverage, crucial, vital, essential, unlock, unleash, supercharge, game-changer, revolutionary (when generic), landscape, navigate, streamline

**Marketing cliches:** "Are you ready to," "take your X to the next level," "in today's fast-paced world," "let's dive in," "you won't believe"

**Wimpy hedging:** can, could, should, might, may, ought to — use definitive language

## Power Words (Use Liberally)
Discover, Revealed, Shocking, Amazing, Breakthrough, Secret, New, Simple, Easy, Powerful, Natural, Proven, Instantly, Now, Free, Truth, Hidden, Urgent, Warning, Finally

## Readability
Aim for Flesch-Kincaid Grade 6 or lower. Short sentences. Simple words. If a 12-year-old wouldn't understand it, simplify.

## The Test
Read it aloud. Does it sound like someone excitedly telling a friend about something they just found out? If it sounds like "copy," rewrite it.

---

# Classic Principles (Reference)

These foundational direct response principles inform all good landing page copy:

**Eugene Schwartz (Awareness Levels)** — Match your copy to the reader's awareness level. Problem-aware visitors need the pain named and a mechanism teased. Solution-aware visitors need differentiation. The less aware, the longer and more indirect your copy.

**Eugene Schwartz (Market Sophistication)** — Most markets are at Stage 3-4, meaning simple claims are exhausted. You MUST introduce a unique mechanism to stand out. "Lose weight" is dead. "Flush the toxic blanket blocking your insulin" is alive.

**David Ogilvy** — 5x as many people read the headline as the body. Write the way you talk. Tell the truth, but make the truth fascinating.

**Gary Halbert** — Find a starving crowd first. Write to one person. Tell stories, not pitches.

**Clayton Makepeace (The Tingle Factor)** — Feel your way through copy. Every line should intensify the urge to click. When the tingle drops, rewrite. Ban wimpy hedging words. Use power words.

**Joanna Wiebe (Conversion Copywriting)** — "Copy is not written — it's assembled" from customer language. Use their exact words for the problem. The best headlines come from customer reviews and survey responses.

**Robert Collier** — Enter the conversation already taking place in the customer's mind. Your landing page must match the mental state they're in when they arrive from the ad.

**Joseph Sugarman (The Slippery Slide)** — Every element has one job: get them to read the next element. On a bridge page, every line pulls them toward the CTA.