It’s 4 days until the busiest week of the corporate calendar and your company is in the throws of a last-minute marketing campaign to attract new customers. Tension is high and management is prickly and nervous.
The campaign goal is to gain 500 new customers by offering a 20% iPhone discount coupon during the upcoming week.
And the meeting starts in 10 minutes…
Your first responsibility is to spend 30 seconds panicking, 20 seconds doubting your ability and 10 seconds sprinting back to your desk to find a napkin and a pen.
After wasting that first precious minute, you now have 9 minutes left, which makes my job 10% more difficult. Nonetheless, I’m here to save your rear-end. So put down your coffee, take your paper & a pen and sit down in a quiet room as we pull off something remarkable.
Quickly follow these 7 steps, using your gut instinct to make any critical decisions. Remember, any copy you dream up for the campaign can be revisited after consultation with the team/boss/client. At this point your goal is to construct a landing page template that tells a coherent story and is designed (in structural terms) to lead your customers to the watering hole.
For example: “Get 20% of a new iPhone when you buy before October 16th”
“Register to receive a coupon you can print out and take to the Apple Store or use online. ”
Choose from and describe: a photo, illustration, diagram, graphic, chart or series of steps that will represent the primary image for the page.
List the important characteristics covering a mix of benefits and features. Enhance the time sensitive urgency if relevant (it is in this case).
Keep it punchy and accurate: “Register for your iPhone discount coupon”
Quickly sketch out your concept in a simple wireframe on anything you have to write on. Include a footnote that says:
** This concept was produced in under 10 minutes and will become infinitely more awesome when our designers get their hands on it.
Write a 30-second description of everything you just accomplished in steps 1-6. It will impress the pants off anyone you discuss the campaign with. Oh, and do it in 30 seconds.
Think, if you will, of the scene at the end of Staying Alive, where the girl asks John Travolta what he’s going to do next (having delivered the performance of his life only moments ago).
His answer? “I’m going to strut…”
But 10 minutes ago all you had was a silly coupon idea.
By following the Unbounce 7-Step Landing Page Design Program, you will be able to create a framework for any landing page concept that will stand up to scrutiny. Using a structural blueprint promotes consistency and can add substance to the briefs you hand over to your designers.
This is but one example of how to fly by the seat of your pants in splendid fashion. There are many other scenarios that will present themselves throughout your work day that you can utilize to plan your next landing page, including:
Here’s to being awesome.