Let’s be honest with each other for a moment.
Both you and I know we are lazy when it comes to activities that don’t appeal to our self-interests. We stall. We resist. We ignore.
This is not a bad thing, mind you. In fact, it’s necessary. We do it to protect our limited resources. You and I only have so much time, energy, and money.
As digital marketers, however, with products we wish to sell, we need our audiences to overcome their resistance to taking action.
I love this line by Sonia Simone that perfectly sums up the situation we face:
You could have a product that granted immortality, robust health, unlimited wealth, and a lifetime of great hair … and people would still put off adding it to their carts.
First, you need to acknowledge that this resistance is a problem.
Don’t be ashamed
In a previous article, I talked about a common problem I see on landing pages, particularly when offering free opt-in content.
This problem is that when a product is free, many writers believe that they don’t have to offer much copy to their prospects. They think the word “free” will do all the work.
That’s simply not the case. You are asking “free” to do too much.
But there is another common problem I see when evaluating landing pages. It has to do with calls to action.
Of course all the pages I review have calls to action. I think we’ve impressed that principle enough on people that it’s become