The phrase “ethical marketing” has always struck some folks as an oxymoron. Isn’t “marketing” just another word for lying, deceiving, and manipulating someone into buying a product or service? Yeah, no. There have always been plenty of good folks in the selling and marketing game. They just tend to be a little less noticeable than Read More…
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In the beginning, the business website was a mere brochure. Low value, low shareability, low findability. Around 2005, a big shift happened thanks to content. Cutting-edge business websites became educational resources with valuable content that ranked well in search engines and benefited from the sharing functionality of emerging social media. Soon, “cutting edge” became the Read More…
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I know what some of you are thinking.
“Do I really need a sales page anymore? Can’t I sell using social media/webinars/live events/blog posts/podcast episodes?”
I don’t know the details of your exact situation, but I will say this:
If you need to spell out the benefits of your product or service in order to make more sales (which you do), a sales page will drive more positive results for your business.
Unfortunately, writing sales pages has gotten a bit of a bad rap. Some people get wildly anxious when they sit down to write one. Or worse, they fill their sales pages with rambling copy that doesn’t persuade anyone to buy.
These days, I’ve developed a specialty as a sales page copywriter — so I wanted to give you three quick tips for improving your own sales pages.
But first, I want to tell you how I fell in love with writing them.
Why I love writing sales pages — and how you can learn to love them, too
About a year ago, I took Derek Halpern’s Sales Page That Converts course, which was a game-changer for me. I studied the course closely, and used that advice to craft sales pages for my next six clients.
As it turns out, I’ve got a knack for it. One page I wrote for a client resulted in a $70,000 launch. That one felt good, I gotta admit.
I’ve learned to love writing sales pages by doing it … a lot. I understand
Hey there — welcome back to the Copyblogger Weekly!
So, I’ve been known to lean a bit toward the “kumbaya” side of content marketing. (“Kumbaya” meaning, “Let’s all join hands and sing songs about our feelings!”)
But I have bills to pay, just like you do. Selling is an integral and important part of business. And content marketing is as much about marketing as it is about connection.
This week, we’ve got some content to help you unapologetically, effectively — maybe even joyfully — sell some stuff.
On Tuesday, I was tickled to see Beth Hayden riffing on a presentation I did at our live event in 2015, cracking open the three essential elements your landing pages need to make more sales.
Yesterday, we revisited a classic Brian Clark post on how to motivate audiences to buy. He has some fascinating insights into what we really mean when we say we “sell from emotion,” and about the emotional states that prompt us to act.
And The Showrunner podcast this week dives into how to use empathy (very kumbaya) as a map for creating the products and services your audience will love (very pragmatic). Which is really what we’re all about.
Digital Commerce Academy closes to new students on Friday
Quick reminder that Digital Commerce Academy (DCA) is going to close to new students on Friday, October 28 so we can put all of our focus into developing some killer new courses for our members.
Don’t worry, DCA will be back … but not
It was May 2015, and I was sitting in the audience at Rainmaker Digital’s Authority Rainmaker conference in Denver, Colorado.
Sonia Simone was about to give a presentation called “Dr. Evil’s Guide to Landing Page Design and Optimization,” and I was excited to learn from one of my personal copywriting heroes.
At the time, I was familiar with certain landing page “rules” — like writing compelling headlines, testing different button colors, and eliminating distracting design elements — but other than that, writing the copy seemed like some magical activity.
But that day at the conference, Sonia broke down the entire landing page creation process into a few straightforward steps.
I had an epiphany in the middle of her talk as she gave us guidelines for writing landing pages, including the three main goals your landing page should accomplish.
Read on to find out about Sonia’s three steps and how to use them to create landing pages that convert.
What is a landing page?
Before we go over Sonia’s guidelines, let’s do a quick refresher on the term “landing page.”
A landing page is any page on your site where traffic is sent specifically to prompt a certain action or result.
The goal is to persuade your prospect to take actions like:
Sign up for a free account
Opt in to receive a free autoresponder course
Sign up to download a free report
Join your paid membership site
Buy your product
Purchase a consulting package
First identify the singular goal of your landing page. Once you’ve got that, you’re ready
You’ve probably heard us talk about landing pages a lot around here.
There is a good reason for that.
When executed correctly, a landing page is a powerful tool that helps you gain new subscribers, sell your products, and more.
But what exactly is a landing page?
Watch our short, fun video about landing pages
With help from our friends at The Draw Shop, we whipped up 12 definitions from our new Content Marketing Glossary into short, fun whiteboard animated videos.
Here’s our video for the definition of a landing page:
Animation by The Draw Shop
And for those of you who would prefer to read, here’s the transcript:
A landing page is any page on a website where traffic is sent specifically to prompt a certain action or result. Think of a golf course … a landing page is the putting green that you drive the ball, or prospect, to.
Once on the green, the goal is to put the little white ball in the hole in the grass. Likewise, the goal of the copy and design of a landing page is to get the prospect to take your desired action.
The goal could be to sell a product. It could be to get email newsletter sign-ups. It could be to download an ebook. Watch a video. Sign a petition.
The variety of landing page goals is endless, but the important thing to remember is to have one goal per landing page.
One page, one goal. Nothing more.
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Chances are, it hasn’t been too long since you’ve had a miscommunication with someone — possibly a spouse, child, parent, or coworker.
You thought that person understood what you said, but he interpreted your message in a different way than you intended.
Miscommunications on landing pages occur when you think you’ve explicitly stated why a prospect should take action and that prospect isn’t convinced your call to action is the right step for him to take.
To avoid disappointing conversion rates on your landing pages, this week’s Copyblogger Collection is a series of three handpicked articles that show you:
How to create a deep connection with your prospects and customers
How 26 fun rhymes will help you focus on your landing page goal
How savvy marketers write landing page copy
As you work your way through the material below, think of these lessons as a mini landing page course.
How to Create a Deep Connection with Your Prospects and Customers
In How to Create a Deep Connection with Your Prospects and Customers, Sonia Simone says:
If you intend to sell something — to ask for someone’s hard-earned money and irreplaceable time — you must begin by seeing (and honoring) who they are.
You’ll learn three key components that will help you create a bond with your prospect and express that connection with clarity.
The ABCs of Landing Pages That Work [Infographic]
You know landing pages are an important part of your digital business — but you probably wish they were a little more fun, right?
First things first: What is a landing page?
Landing pages are those web pages that are specifically designed to perform one task … one task and one task only.
One goal, one page.
It could be to sell your product, encourage people to sign up for an email newsletter, or recommend an event.
No matter the purpose, however, a landing page is nothing more than a conversation with your ideal prospect.
A conversation that builds trust.
In this roughly 6-minute episode of Rough Draft with Demian Farnworth, you’ll discover:
The number of mistakes a reader will allow on landing pages
Two companies that will add third-party verification
Why you can’t ignore great design
The role headlines play in the effectiveness of a landing page
Which press mentions really matter
Click Here to Listen toRough Draft on iTunes
Click Here to Listen on Rainmaker.FM
About the authorRainmaker.FMRainmaker.FM is the premier digital marketing and sales podcast network. Get on-demand business advice from experts, whenever and wherever you want it.
The post 8 Things Every Writer Should Know about Landing Pages appeared first on Copyblogger.
Ever wonder what you could do to stop people from bouncing off your landing pages?
You work hard to polish your sales copy. You’ve even recorded a snazzy demonstration video.
But when you check your site’s analytics? You feel soooo frustrated.
And the worst thing is … you don’t know what else you can do. How can you improve your conversion rates?
Use the 40 tips in our landing page checklist to see where you’ve gone wrong.
Or, use the checklist to create a landing page from scratch. See your email list grow faster, your webinars sell out, and your product sales go through the roof.
You can download and save our editable PDF of this checklist (98 KB) and use it whenever you want to improve your landing pages.
Ready to learn about seductive landing pages?
Let’s start at the beginning.
Achieve your goal with focus
When working on your landing page, it’s easy to get lost in details. Green or red call-to-action buttons? This or that word?
But you can’t write persuasive copy if you don’t get the basics right first.
First, define your goals:
Who: Understand who you target with your offer — if you target more than one buyer persona, you probably need more than one landing page.
What: State the precise value you offer your web visitors — even if your offer is free.
Why: List the reasons why readers want to accept your offer — what’s in it for them?
Why not: Understand what’s holding people
We all know the Kickstarter success stories.
There are the head-shaking phenomena, like the potato salad guy.
There are the campaigns that put dollar-signs in your eyes, like:
The Coolest Cooler: earned $13,285,226, funded at 26,570%
The original Pebble Watch: earned $10,266,845, funded at 10,266%
“Bones” parts 1 and 2: earned a total of $6,598,845, funded at an average of 10,997%
And then there’s the really crazy-school stuff like this, where a new backer came in every 2 seconds (53 in 1:40) on campaign launch day / Day 1:
Just 6 days into the Pebble Time
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