Welcome to my blog!
I'm an Independent Copywriter, Direct-Response Marketing and Business Growth Strategist for small and medium-sized businesses who want to seriously improve the response from their marketing and sales efforts. Through creating better copy and marketing strategies, I help my clients boost leads, orders, and ultimately revenues for their "Bottom-Line" profit dollars. Over the last 17 years, I've helped hundreds of companies increase their sales over $200,000,000 in new business from the sales and marketing strategies I've developed...
To visit my website go to www.GranisonShines.com...
Filed Under (Marketing) by granison on 19-06-2008
To all of my loyal blog readers:
We’ve gone to a totally new format with our whole Internet empire strategy. All of the new posts will be at the following - www.ShinesMarketing.com
For all of you serious Internet Marketers and those that want to grow your Internet presence to sell more products and services - we are in the process of developing a product that will show you how to do everything we are doing.
Biggest thing of all, the search engines love this methodology…
Remember go to: www.ShinesMarketing.com from now on.
Thank you,
Granison Shines
Freelance Copywriter, Direct-Response Marketing Strategist.
The Internet is all about 2 factors: 1) Traffic & 2) Conversion. That’s it. Also, remember that the Internet is a ‘Direct Marketing’ medium you can use to market to your ideal prospect. And a landing page is one technique; I’d say the best technique, to drive prospects to exactly what you want to market to them or to give them free information.
So, to continue with our 10 part series conversation on Landing Pages we are going to focus on factor #2 toady – Conversion.
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Tips on Increasing Your Landing Page Conversion Rate
There are three major ways in which you can create your landing page conversion rate. All landing pages created by professionals usually include these three elements at a few others.
The first way in which you can increase your conversion rate is through personalization. This is usually done in two ways: the first way is by providing a photo of yourself. The second way is by adding your signature to the bottom of your landing page. This radically increases visitors’ trust. Most people who resist buying products online do so because they’re weary of getting scammed by a faceless liar, who wont be around when they need help or when they need to return the product. By adding your picture and signature, you can gain visitors’ trust.
Another way in which you can increase your landing page conversion rate is by using black text or a white layout. Regardless of what anyone tells you, this is one of the easiest ways in which to make your page look professional, rather than pathetic or desperate.
The third way in which you can gain trust is by offering something for free. This is generally what you will do if you’re using a squeeze page to generate leads: you’ll offer a free report or five-day course – and then use that to generate leads, which you will later up-sell or generate revenue from via affiliate sales. Why is this technique so effective? Quite simply because it allows them to judge your work and ideas before they actually have to pay for them. Additionally, it builds trust.
In addition to these three general ways in which to increase your conversion rate, you should always guarantee a product. If you sell through Click Bank, you actually wont have a choice. But if you’re using PayPal or some other check out program, you will want to make sure you clearly state that customers can return your product for any reason within a given period of time after the purchase.
Follow all of these steps and you will significantly increase your landing page conversion rate.
I’d love to hear your comments…
GS
How to Write a Landing Page that Converts - Part 2
In addition to careful copywriting, there are other important things you must take into consideration when writing a landing page that converts. For instance, it is important to build a compelling case for a time-bound offer.
Now, this doesn’t mean you have to invent fake deadlines and constantly revise them each week. This is a good way to guarantee your complete loss of credibility in the shortest amount of time possible.
However, when planning your copy, you will want to make sure that you constantly urge the reader to act immediately by inserting a number of “calls to action,” as I’ve mentioned previously.
You may want to consider using fly-ins or pop-ups to create more urgency – or to make a time-bound offer. Perhaps you can use a countdown to build urgency (i.e., when someone arrives at your landing page, they have five minutes to purchase the product at the lowest price).
Now, if you’re creating a squeeze page, you might want to employ slightly different tactics. Rather than building a compelling case with multiple triggers and calls to action over the course of 1000 words, you may want to simply condense that all into a compelling headline and one paragraph of “benefits.”
For a completely free-to-join squeeze page, you more than likely wont have a considerable amount of resistance to joining, unless the visitor a) doesn’t see any benefits; and b) suspects that you will sell their email address to spammers.
Both of these problems are relatively easy to overcome. In your headline, simply state the exact benefits they will receive for joining – as always, mixing in psychological triggers. In your first paragraph of copy, give them a compelling reason to join now (i.e., the price might go up, the list might become private, you’ll get this amazing report).
Now, to overcome the second problems, simply include a short line under your opt-in form that explains that you will not – under any circumstances – spam them or sell or give away their email address and name.
In our last conversation about landing pages we discussed what you need before getting started.
If you need a quick refresher go to: http://granisonshines.com/WordPress/?p=50 and view the blog post.
I spoke at a couple of events last week and my topics were about how to use landing pages to generate leads. They went really well!
I gave each of the events a special offer which I have to refrain from exposing to you unfortunately… But, you know I won’t leave you hangin’. I’ll make sure to post the presentation online for your viewing and couple it with another insane offer. Especially for those of you who are out of state or out of the country.
I’m still getting emails and calls about copywriting and I promise I will get to it. This landing page series has been extremely helpful for those new to using direct-response marketing online as part of their arsenal for lead generation.
Enjoy the information below and as always email or post a comment on the blog at www.FromTheDeskOfGranisonShines.com.
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How to Write A Landing Page that Converts
Most people have no idea how to write a landing page that converts. Instead, they slop together elements that they have seen used in other landing pages – but usually do not put them together in the same way the owner of the successful landing page did.
One major problem is copy. And that’s fine. Not everyone is going to be an excellent writer – never mind a copywriter. But as someone selling a product or trying to build a list, it is important that you know your strengths and weaknesses – and that you either spend the time to overcome them or hire someone else to do it for you.
With copywriting, for instance, it is important to use a mix of compelling sales points with powerful psychological and emotional triggers. Most people who create a sales page miss either one or both of those elements.
For instance, they might concentrate so much on building hype that they don’t actually explain what solution they are providing – and for whom they are providing it. If I don’t have a specific problem that your product solves, why would I buy it? I wouldn’t.
Now, if they fail to sprinkle in psychological and emotional triggers, such as “scientifically proven,” “guaranteed,” and “shocking,” no one will feel compelled to continue reading, as the benefits will have a low or average perceived value.
In addition to these two problems, some sales pages lack coherency and direction. The copy looks amateurish and it doesn’t slowly grind forward, breaking down the visitor’s resistance to the sale – and compelling him or her to buy more and more at each sales point.
Additionally, if there aren’t multiple calls to action – another form of psychological trigger – then a potential visitor might never feel compelled enough to pull out his or her credit card on the spot and make the purchase.
To get a very good look at a landing page go to www.granisonshines.com/geesignup.html or go to www.yourconsultingbusinesssuccess.com
In our last few conversations about landing pages we discussed the actual Landing Page System.
If you need a quick refresher go to: http://granisonshines.com/WordPress/?p=49 and view the blog post.
Since then, I’ve had several emails and calls asking me to explain a bit more. We’ve also been discussing this extensively in the marketing coaching program. I must say my friend, a landing page is one of the best online marketing tools your business can use to generate leads from your target market.
Remember, your whole intent is to provide valuable, wanted information to your prospect, as well as, build your list.
You may be thinkin’, “What in the blue blazes do I need a list for?” Well, since you’ve asked, that will have to be a conversation for another time. I’ll get to it though - just hold your horses. ;>)
I promised others that I would discuss successful copywriting techniques also. Unfortunately, my clients have been keeping a kung fu grip on my time - for what you say… Yep Copywriting!!
Nothing more than the skill of copywriting allows you to write ‘at-will’ and rake in $$$ - again, another topic we’ll flirt with later.
Here’s what I have to say about Landing Pages this time - Enjoy!!
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What You Need Before Getting Started
Before you get started building your landing page, you will need a number of things to a) make your offer actually have a point; and b) facilitate the creation of your landing page.
One thing you absolutely must have before you get started is an autoresponder. Without any autoresponder, you are tossing potential bags of money in the garbage. Rather than creating a relationship with customers and potential customers – and giving yourself the opportunity to attempt future up sells — you’re allowing them to leave and never return.
In addition to an autoresponder, you will need to have an actual offer that people want to buy. You may want to develop a product, such as an ebook or a piece of software. If you don’t have the skills to do either, you can always hire a professional to do it for you through www.elance.com or www.guru.com.
You will then either want to sell this product and attempt to get subscribers from your thank you page – or you will want to get subscribers by offering the product for free (which is what many Internet marketers now do).
Another thing you absolutely must have before you get started is a check out service. You may want to consider Google Check Out, Paypal, a Shopping Cart Service, Click Bank, Sale Flurry, or 2 Check Out. All of these services will allow you to make transactions quickly.
Another thing you must have before you get started is a set of graphics, which usually includes a graphic header, a check out button, background wallpaper, and a half-decent picture of yourself. You can probably provide the picture of yourself, but you might want to hire a professional to do the rest.
Another thing you will need before you can get started on your landing page is some way in which to create a realistic signature. Http://www.vletter.com is probably your best bet; but, if you’re on a budget, you may want to opt for simply using a word-processing program or a scanner to scan in a signature you already have on file.
To get a very good look at a landing page go to www.granisonshines.com/geesignup.html.
Last week we began discussing Landing Pages and how they can be used for your company. What was the other name for landing pages again?? Don’t remember; read last weeks entry of the e-zine. Like Prego, “It’s in there…”
That was just a brief introduction but this time we are going to dig a little deeper and systematize this puppy.
I was challenged with one of my B2B clients saying, “…I don’t see how this is going to work for our target market…!” I explained all of the gory details to him but I knew “the proof was in the pudding”.
After carefully constructing a landing page and tested (key word here) the market, he’d received entries from potential buyers. And they keep comin’… Do I have his attention now? You betcha! Is he convinced? Uhhhh, yep!
Next week, I’m going to share how we did this for one of my B2C clients as well…
Here is your info on Landing Pages Part 2!!
The Landing Page System
The landing page system provides a uniquely powerful system through which you can derive profit from multiple streams. Today we are going to briefly discusses some of those different streams – and how you can manipulate them.
Let’s start with the landing page itself: all traffic is sent to the landing page.
From there, it will have a number of options, depending on what you have given them. Many marketers suggest that your landing page should always be an opt-in form. I can agree with that. I do that myself.
Others will suggest that it should simply be a sales page.
Whether it’s a free newsletter or a product for sale, the landing page system you create should include a “one time offer” (another key word here) which will compel them to take action – subscribe, buy, etc.
Once they subscribe or buy, the landing page system you create should then re-route them to a “Thank you!” page, which opens up more means through which you can upsell.
One quick way to upsell is to simply include advertisements on your thank you page for related affiliate products or for your own products. Here, again, you will want to give them a one-time offer.
Also, if you haven’t yet asked them to join your mailing list, this is where you should do it – on your thank you page. Once they opt-in to your list, you now have a whole new options you can use in conjunction with the landing page system to generate revenue.
One such option is selling ad space in your newsletter or e-Zine. The more people you have reading your newsletter, the more you can generally charge for ad space; however, you will want to avoid overselling to your list to ensure your advertisers actually make money.
Your next option is to endorse a product as an affiliate. You can tell your subscribers how someone has just created a brilliant product – and you can offer it to your subscribers through an affiliate link. You may even want to use other products you have has bonuses to give them something extra.
The last and most profitable way in which you can generate revenue through your newsletter is by creating and selling your own products to them.
It is important to note that you don’t have to use all of these means to generate revenue; however, the more you use, the more you earn in general.
When thinking about online marketing and your website, one of your objectives should be to capture leads. A very successful way of doing this is to create a Landing Page.
It is so easy for anyone to go to your website, snoop around, copy information, and leave without telling you a word.
I’ve never gotten a call from anyone telling me they were on my site looking around for a bit and decided leave because they did not find what they were looking for. Have you?? Hmmm, probably not!!
So, over the next few weeks I’m going to talk to you about landing pages and how they can help increase lead generation, orders, and ultimately revenues.
This will work whether your company markets B2B or B2C.
Ready, here we go!!
Introduction to Landing Pages
Before you begin the attempt to build a successful list or create a powerful salespage, you will want to start with a rigorous introduction to landing pages. In stark contrast to undifferentiated, unfocused home pages, landing pages focus specifically on capturing leads for a newsletter or making sales for a specific product – and make no attempt to give visitors a different option.
Another word which is used for a landing page when it functions for the specific purpose of capturing leads is “squeeze page.” A squeeze page is a page designed to get names and email addresses. Usually, however, a squeeze page is usually a smaller type of landing page, which usually has an opt-in form in sight when the page loads.
So what is important to learn in an introduction to landing pages? First, it is important to recognize that all successful marketers use these. If you plan to sell a product over the Internet, you will want to use one, too, rather than relying on sidebar opt-in forms and unfocused pages that do not convey a single point and a single call to action.
Another important thing you will want to take away from this introduction to landing pages is that every landing page contains the same parts and is focused on a SINGLE goal – getting the visitor to become a subscriber or buyer.
These parts are as follows: an opt-in form (or sales prompt), a brief or lengthy introduction, a picture of the list/product owner, the signature of the list owner, and a call to action (or multiple calls to action).
Determining which model will work best for you can simply only be done through testing. While many boast a conversion and attribute it to the shortness of their introduction (many will be one short paragraph), otherwise will boast a high conversion rate because they use lengthy, thorough, and compelling copy. Jimmy D. Brown’s list and traffic, for instance, has an unbelievably high opt-in rate, but he uses lengthy copy.
If there is anything you absolutely must take away from an introduction to landing pages, it is that you cannot create a landing page or squeeze page that isn’t focused.
Check out the video below and register to take a free marketing e-course.
Take a look at this. This is part 1 of a 5 part video e-course in marketing, which is the number 1 aspect of your business to grow sales. Take a look at this… If you’d like to view the full e-course you can go to my website, www.granisonshines.com, and sign up to take the full e-course. Of course, you’ll also get free bonus items which will further expand your learning. Enjoy!
Hey there Great Entrepreneur!! If you missed yesterday’s interview / teleseminar with host Craig Elden, CIO of the Six Sigma Management Institute, and Granison Shines then you can listen to it right now!!
Craig interviewed Granison regarding strategic marketing information for specifically for rep firms. Enjoy!
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