4 Famous Copywriters on How to Write High Converting Landing Pages

Online Marketing

In many ways, a landing page is the window to your brand.

Indeed, it is the closest your target customer could come to understanding your product and how it can help them solve a specific problem.

Although they are long gone, famous copywriters left behind a treasure trove of topical knowledge about writing copy that offers customers clarity about your product and compels them to buy.

Here’s what online marketers can learn about writing copy that always converts:

Eugene Schwartz: Clearly show how the product works

gene-schwartzEugene Schwartz was a well-known and sought after direct mail copywriter in the 1950s and 60s. His wisdom on writing landing page copy that enables specific conversion goals is still applicable.

One of his most importance lessons for marketers is to understand the nature of human desire and to leverage this desire. An effective way of tapping into the human desire and compelling the reader to make a favorable decision is to put words into action.

Readers who come to your landing page not only want to read an ad; more importantly, they want to see exactly how the product works and whether it is something they really must have.

According to Schwartz, “A most effective way to tap into human desire is to put the product into action. To not only show how the product looks; but also the benefits it offers and exactly how it does this.”

The textual copy on your landing page should certainly provide a descriptive image of how the product works. But embedding a video or a picture gallery can be extremely helpful in showing the target audience the kind of benefits they stand to enjoy from your product.

Robert Collier: What motivates your audience? 

robert_collier_imageRobert Collier who died in 1950 is one of the greatest copywriters and self-help writers in the world.  His success as a copywriter was largely based on his understanding of the motivators that drive people to buy or to decide against buying a product.

According to Collier, six motivators typically drive consumers: Love, pride, self-indulgence, duty, scarcity and self-preservation.

To write a highly converting landing page, it is important to identify one or more of these motivators that drive your ideal targeted customer. Your copy should then explain how your product could meet any of these desires for your customer.

Collier asserted that, “Prior to putting pen to paper…decide what effect you want to create on your readers and the type of feelings you must trigger to get a response.”

David Ogilvy: Promise and deliver one benefit

ogilAlso known as the father of advertising, David Ogilvy left behind a vast wealth of copywriting knowledge that is aimed at maximizing marketing dollars.

Perhaps the most important concept Ogilvy taught when it comes to writing copy is to offer just a single promise and to thoroughly deliver it.

The goal of each landing page copy is to drive the reader toward a conversion—the best way to do this is to make your promise clear and show how your product will deliver this.

It is important to offer a unique a promise that speaks to the needs of your target audience. This requires a keen understanding of the target personas, their pain points and their desires.

Remember that a promise is not a logo, slogan or a claim. Rather, it is a benefit you offer your customer. In essence, your conversion goals should be in alignment with the promise you are providing your customers.

Leo Burnett: Tell the story of your product

leoTime magazine once named Leo Burnett as one of the most influential people of the 20th century. According to Burnett, good copy does not just deliver information; rather, it leaves a permanent effect on the mind of the public.

Think about it: every day, consumers are exposed to tens of advertisements but only a few make a lasting impression to lead to a conversion.

Storytelling is not a new form of communicating with consumers. However, it is increasingly necessary in today’s online world where consumers are looking for creativity, deep persuasion, and believability.

Telling the story of your product makes your landing page ‘softer’; a good story is less of a hard sell and more about giving a slice of your product to your target audience.

Great Copy Can Change a Business Forever

A landing page is only as good as its copy. After all, conversions are the best way to justify your marketing spend. A landing page that converts must not only show how a product works through a story – it must also speak to the needs and motivations of your audience.


  1. Hi Andrew.

    Some small, but actionable tips here on what should be present on a landing or sales page.

    It’s amazing really – I have myself landed on a sales page, and the page has left me confused as to what the product can do for me. When this happens, there’s usually only one result; I click the back button never to return.

    Thanks for bringing these 4 copywriters to my attention.

    • Hi Richard, nice to see your comment. I’ve found that some of the older copy-writers have given me some of the best inspiration. Some of the early newspaper ads are just great! I know what you mean about some sales pages. If there is no obvious benefit (or often no explanation of what the product even is!) then it’s a quick exit..I’ve found that shorter copy and video has worked very well recently in some of our campaigns. Thanks for the comment!

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