[\/et_pb_text][et_pb_image src=”https:\/\/agmagency.wpenginepowered.com\/wp-content\/uploads\/2024\/05\/brand.png” alt=”brand” title_text=”brand” _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.25.0″ text_font=”Poppins||||||||” text_text_color=”#000000″ text_font_size=”16px” text_line_height=”1.8em” ul_text_color=”#0a0101″ header_text_align=”justify” background_size=”initial” background_position=”top_left” background_repeat=”repeat” text_orientation=”justified” global_colors_info=”{}”]<\/p>\n
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Ever notice how many fast food logos incorporate red? Wendy\u2019s, Five Guys, McDonalds, Burger King, ect. It\u2019s because red has been shown to elicit the emotional response of hunger.\u00a0<\/i><\/p>\n
Think of it this way. Which are you more likely to buy? A tech course with a sleek color scheme, animated elements, clear language, and quality assets? Or a website where buttons don\u2019t work, with childish colors, and misspellings? The gut feeling wouldn\u2019t be right for the second, so you\u2019re likely to pass.<\/span><\/p>\n <\/p>\n
The Logical Element: Why Us?<\/span><\/h1>\nOnce the emotional elements have convinced the page visitor they need <\/span>a <\/span><\/i>solution to their problem, it\u2019s up to the logic to convince them why <\/span>yours <\/span><\/i>is the best choice.\u00a0<\/span><\/p>\nTake weight loss for example. The emotional element has already convinced them that losing weight will make them happier, and healthier, and give them more time to spend with their family. They are completely sold on losing weight. But why is <\/span>your <\/span><\/i>specific product the best way to do it?<\/span><\/p>\nThat\u2019s where logic comes in.\u00a0<\/span><\/p>\nThe logical elements of your product are the nuts and bolts of what makes your product uniquely qualified. This usually comes in the form of:<\/span><\/p>\n\n- Key Features<\/span><\/li>\n
- Materials\/Ingredients<\/span><\/li>\n
- Production Method<\/span><\/li>\n
- Promised Results<\/span><\/li>\n
- Guarantees<\/span><\/li>\n
- Quantifiable Data<\/span><\/li>\n
- Social Proof<\/span><\/li>\n
- Certificates<\/span><\/li>\n<\/ul>\n
And much more. It all comes down to good copywriting!<\/span><\/p>\n<\/div>\n[\/et_pb_text][et_pb_video src=”https:\/\/www.youtube.com\/watch?v=sd6V7XL4AYQ” _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_video][et_pb_text _builder_version=”4.25.0″ text_font=”Poppins||||||||” text_text_color=”#000000″ text_font_size=”16px” text_line_height=”1.8em” ul_text_color=”#0a0101″ header_text_align=”justify” background_size=”initial” background_position=”top_left” background_repeat=”repeat” text_orientation=”justified” global_colors_info=”{}”]<\/p>\n
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Now, the key thing to remember is that logic is still here to support the <\/span>emotional <\/span><\/i>reason. Which is why every logical feature should be paired with its emotional purpose.<\/span><\/p>\nTake for example: \u201cWe only use the highest quality wood.\u201d Great! But what does that mean?<\/span><\/p>\nInstead, try, \u201cWe only use the highest quality wood: so our products are waterproof and durable enough to last outdoors for years, guaranteed. Don\u2019t believe us? Here\u2019s Nancy, who left her table in the rain during a storm\u2026\u201d<\/span><\/p>\n
How to Know You\u2019ve Got Good Logical Elements?<\/span><\/h2>\nThe best way to decide if you\u2019ve covered your logical bases is to ask a friend with very little experience in the product what information you\u2019re missing.<\/span><\/p>\nThe goal of logic is to answer every question a user could have. Overcome objections before they have time to raise. Why should I trust you? When would I use this? Why wouldn\u2019t I go for something cheaper? Why is it so cheap? Who has used it before? If I don\u2019t like it, can I return it?\u00a0<\/span><\/p>\nThe more questions you can answer, the less hesitation the end user will experience. Take the risk out of the purchase by making them informed.\u00a0<\/span><\/p>\n(PS. This is why Q&A Sections, or \u2018Frequently Asked Questions\u2019 sections on websites are so powerful.)<\/span><\/p>\n <\/p>\n
The FOMO Element: Why Now?<\/span><\/h1>\nSo you\u2019ve convinced the visitor they have a problem, and you\u2019ll be the one to solve it. Next step: convince them the best time to solve it is <\/span>now.\u00a0<\/b><\/p>\nThe goal here is to avoid your product languishing in the cart for months to be forgotten. Generally, it\u2019s out of sight, out of mind.\u00a0<\/span><\/p>\nMost of us who have online shopped have experienced this form of procrastination. Especially when we\u2019re comparing multiple products. We\u2019ll pull up a couple dozen tabs, read through a few of them, then put off making a decision. After all, why do I need to do this <\/span>now?\u00a0<\/span><\/i><\/p>\nThat is where FOMO comes in.<\/span><\/p>\nFOMO comes from the phrase <\/span>fear of missing out. <\/span><\/i>This is when you invoke time pressure to elicit an immediate response. Any time you\u2019ve rushed to grab the last item on a shelf because you weren\u2019t sure it would be there next time you came, you\u2019ve experienced FOMO.<\/span><\/p>\n<\/div>\n[\/et_pb_text][et_pb_image src=”https:\/\/agmagency.wpenginepowered.com\/wp-content\/uploads\/2024\/05\/supreme.png” alt=”supreme” title_text=”supreme” align=”center” _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.25.0″ text_font=”Poppins||||||||” text_text_color=”#000000″ text_font_size=”16px” text_line_height=”1.8em” ul_text_color=”#0a0101″ header_text_align=”justify” background_size=”initial” background_position=”top_left” background_repeat=”repeat” text_orientation=”justified” global_colors_info=”{}”]<\/p>\n
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Many brands have been built off the back of FOMO. The most famous example, Supreme, has managed to sell a literal red brick for $30 through pure fear of missing out. Others are now selling the same brick for over $1000 on eBay.<\/p>\n
There are a variety of ways to elicit FOMO in your visitor. Including\u2026<\/span><\/p>\n\n- Limited-time sales & offers.<\/span><\/li>\n
- Limited stock or seats in a class.<\/span><\/li>\n
- Limited runs of certain objects<\/span><\/li>\n
- Bonuses only if you sign up NOW.\u00a0<\/span><\/li>\n
- Social Pressure\/ Widespread Adoption Claims.<\/span><\/li>\n
- Timer elements, clock elements, or other countdowns on screen.\u00a0<\/span><\/li>\n
- Emphasis on what you\u2019re losing every second you <\/span>don\u2019t <\/span><\/i>have this product.<\/span><\/li>\n<\/ul>\n
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How to Know You\u2019ve Got Good FOMO Elements?<\/span><\/h2>\nFOMO is all about a sense of urgency. That if you don\u2019t do this now, you are actively missing out. This product is not something to do <\/span>when you get to it, <\/span><\/i>but something you need at this moment.<\/span><\/p>\nTo test if you have good FOMO, compare the amount of abandoned carts to finished purchases. Are visitors interested in the product, spending a good bit of time on the page, but just not converting? FOMO is likely the reason.<\/span><\/p>\n <\/p>\n
Why Does This All Matter?<\/span><\/h1>\nThe ELF framework provides a battle-tested formula for hacking the decision-making process.<\/span><\/p>\nBy leveraging emotion at the top, you create an immediate connection with your audience, tapping into their desires, aspirations, and pain points. Then you provide proof that you are the best fit with logic, testimonials, and evidence. And finally, you push them into action by making them decide <\/span>now.\u00a0<\/b><\/p>\nWhen attention spans are short, competition is high, and conversion rates hover in the low 2% ‘s you cannot afford to leave landing pages up to gut instinct. It takes a structure you can rely on.\u00a0<\/span><\/p>\nSo yes, landing pages are hard. But with ELF, they can be made a little easier.\u00a0<\/span><\/p>\n <\/p>\n<\/div>\n
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