Lesson 43: Understanding Sam’s thought sequence on your opt-in page
All about FRODO
It’s time to write your opt-in page. From the perspective of pure copywriting, you’re fully equipped to do it right now. But pure copywriting is an abstraction, divorced from the reality of getting the words into Sam’s head. Since you cannot telepathically implant them there, you must use a web page. So you need to know a bit about how Sam interacts with web pages. This will round out your practical understanding of copywriting.
Learning how Sam interacts with a web page might sound intimidating, but don’t worry — as usual, there’s an 80/20 here which can be easily explained with the help of my friend Frodo.
Obviously if you are expecting me to get a hobbit involved in this lesson, you need your head examined. What could a hobbit from a pre-industrial agrarian collectivist society teach you about the web? No, FRODO is a convenient acronym, a conversion framework to describe Sam’s thought sequence from the moment he arrives on your page, to the moment he decides whether to click the button.
This framework incorporates both copy factors, and design ones. We need to look at the latter very soon, as we move into implementation — but one thing at a time; this lesson will focus on wrapping up your copy. So while I will explain basically what FRODO means here, I’ll just be starting with a brief explanation of those parts you need to know for writing.
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