I haven't listened to the new Serial podcast yet.
But I am interested in landing pages, and their current splash page caught my attention:
The producers of Serial have made a classic copywriting mistake here: they've forgotten that when you're trying to persuade someone, it can't be about us, it has to be about them.
Read it again, and look at the self-focused language:
"When we started..."
This page doesn't even mention the listener until the 5th sentence, and it's the listener who should be the star of this narrative.
I'm going to paraphrase Dale Carnegie here loosely:
"People don't care about what you want. They only care about what they want."
And to paraphrase my friend Brennan Dunn:
"People buy the outcomes that they want."
This means that writing has to be focused on the reader. The story we weave can't be about us; the central character of the story needs to be them.
With this in mind, I quickly re-wrote the Serial landing page here:
This copy focuses on two characteristics of the Serial audience:
Based on those two themes, here are my recommendations for the Serial landing page:
After some great ideas from people on Twitter, I've created an updated revision of the landing page:
Here's what we changed:
Naturally, these assumptions would need to be tested. If the producers of Serial want to contact me, I'd be happy to set-up an A/B test on their site. ;)
What do you think? Reach out to me on Twitter.
Looks like Serial raised enough money (with their original landing page) to fund a second season. ;)
PS: Here are some of the suggestions I'm getting on Twitter.