that costs them thousands and thousand of dollars, lost leads and lost sales.
charts, forms, RSS Feeds, blogs, Twitter feeds, the Daily Weather, and a little or a lot of other organized chaos.
(This is all great for key word content for Search Engine Optimization or general promotion but NOT the best way for generating leads).
You might as well add, “Sorry I wasn’t a little more clever about helping you get what you want so I could get what I need.”
This is a very precise experience with a very specific message and directive.
It’s also known as a Squeeze page because you are squeeeeezing information from the viewer, converting the looker into an actual lead.
Take a quick lesson from an experienced marketer (who is also a designer). If you do nothing else to improve your ad copy –
get rid of the fancy and weighty images. Often an overabundance of graphics detracts from your marketing message.
We have tested boring simple text ads against the exact same ad copy on a rich graphic landing page. Guess what?
The simple ugly plain text ads consistently got higher click rates than the graphical ones. We eliminated
Why is this? Videos can take a while to load and may not add immediate value to what you offer. You often have less than 30 seconds to get
your message into the brain of the viewer. Well-chosen key words get in the brain of your potential buyers IMMEDIATELY when time and
limited attention is critical. We humans are greedy. This is a fact. We have short attention spans. We want something and we want it now.
Smart marketers recognize this and tell people what they can get and how to get it if they act now!
You can create them quickly and test them. If you create a dud that gets no result, replace it by creating another.
Many advertising sources offer an option to pause a campaign which means you can cancel one ad and replace it with
another more effective one before your ad dollars are depleted. Compare this to making edits to a web site that can
take considerable time for major marketing changes, while a Landing page can be put up and taken down in minutes.
My guess is that you don’t have the 10 K + for a fully page glossy ad. You are most likely relying on the tried true tested forms
of free an low cost advertising like Traffic Exchanges and Safelists. These are powerful ways to promote your product or service
and are ideal for simple Landing Pages. In fact you WANT a fast loading simply ad for Safelists and Traffic Exchanges because you have
a very limited (20 sec or less) to get these people attention. Keeping it simple is just as effective now as it always has been.
Graphics used effectively can bring your ad alive, but very few other than professionals can master this combination of copy and graphics to solicit response.
specific products or services. Use your website to promote your company in general.
research, your years in business, how wonderful you are and your customers think you are, put all of that on your website.
Or if not a buyer at least to take some action – to respond to your offer, join your newsletter, try a free sample, participate in a free trial.
Whatever get them to DO something!
Have you included an OPTIN to your company mailing, newsletter, product updates etc? This is a CRITICAL inclusion.
A Landing page doubles as a List Building Tool. Do not underestimate this. Landing pages and list building work hand in hand as required marketing tools.
Your ad should NOT be about you, or your company, or that you are family owned business, or that you support charities.
Your ad has one purpose: to tell people all the benefits of what your product/services offers and why they need to act now to get it!
Want a quick lesson in this strategy? Watch late night infomercials. See how these infomercials verbally hit you over the head
INSTANTLY with all the BENEFIT OF X product. You are drawn in more and more because they offer you X, then add Y to it.
But wait if you buy now you get X, Y and Z too! Watch how they give you the pitch, make the offer, then make a better offer, and
then a limited time offer to motivate you into action NOW!! Great marketing offers value and a sense of urgency to get an immediate action.
Go back write it again, take away distraction of video and flash. Whittle your ad down to ONLY what matters to the buyer.
Get back to basics. Your goal is always to compel action. Don’t risk making anyone wait to see what you offer.
Get to the point instantly. Web surfers are easily bored. Get their attention INSTANTLY or they are gone! You may get a hit on your ad,
but you can quickly send people away with a poorly thought out advertising strategy.
Advertising that does not generate leads and sales will eat up your hard-earned dollars faster than my dog woofs down his doggie chow.