Being able to write persuasive copy for a landing page is one of the most important skills you can develop as a digital marketer. And this applies whether you’re planning on selling a digital information product, or you plan to become an affiliate marketer.
The whole purpose of the copy on this page is to demonstrate why your product is good value and the key features that should make your potential buyers excited. You want to take them from being unaware of your product to becoming paying customers; this is commonly known as ‘converting’. It’s probably the single biggest factor that will have a direct influence on your number of sales and therefore your revenue, turnover and profit.
What is the key to writing copy that converts?
Taking a prospect who has never have heard of your product and persuading them to buy it is a key part of most sales copy. There is a structure that many copywriters follow and this is called AIDA which stands for ‘Awareness, Interest, Desire, Action’. This sequence acknowledges that people don’t know anything about the product at first but that they will eventually end up happy to buy it.
The big question is; how do you move them through these steps? The first challenge is actually getting noticed in the first place! After all, most people on the web are there because they’re doing something important. Most people nowadays are in a constant rush, have work to do and certainly don’t want to spend their valuable time reading sales pitches that just want their cash. As a writer, your job is to change their mind and to make them actually want to keep reading.
One way to do this is to use a narrative structure i.e. tell a story about your product or service that will encourage them to keep reading. If you have a personal story that resonates with your audience you can include this too. This works well because we are naturally inclined to want to read stories and we find it very hard to end a story early. Stories are highly relatable and always interesting.
The Value Proposition
You will also need to focus on your value proposition. A value proposition is a key selling point of your product and beyond that, it is what your product does for someone and how it changes their lives. Does your product help people by making them richer? Does it improve their physical shape so that they’re stronger, healthier and happier? You also need a Unique Selling Proposition (USP) which will demonstrate why your product is different to the others and why it will work for them. Focus on the ‘dream’ that will sell your product in your pitch.
When it comes to succeeding as an online marketer most people will make the same mistake. And what is that mistake? Their ambition!
Unfortunately, being too ambitious is a very common downfall for new many online marketers as they basically bite off more than they can chew and this causes them to give up too easily.
Instead of aiming to become rich or change the world right from the start, be more sensible and start off small. Aim to accomplish a small goal first and then build on each success to eventually reach your ultimate goal. There is nothing wrong with dreaming big but you need to be realistic in your expectations in the very beginning.
So what might this look like in practice?
The Micro Niche Site Business Model
SmartPassiveIncome.com is a blog owned by internet marketer Pat Flynn where he shares his methods to make money. One of his most successful recent ventures was a website aimed at food trucks. This is a very small niche and the benefit here is that the small size of the niche made it easy for him to find highly effective marketing techniques (ways to communicate with the target demographic).
If you compare this with creating a website in a huge niche such as fitness, you can imagine how much easier it is to get noticed and to reach the right audience when the niche is small.
Pat monetised his website by selling an eBook aimed at those food trucks that would help them make more money and apply smart business skills.
THIS is a perfect business model for new online marketers to start with. You need to decide on an appropriate niche (sticking with a career is a popular choice) and you may decide that you’d rather sell an affiliate item. This general model simple to set up and a good place to start for the inexperienced marketer.
Why does it work?
So what’s so good about this business model? Well, choosing a small “micro”niche to operate in means that it will be MUCH easier for you to get noticed by your potential prospects. If you decide to use PPC (Pay Per Click – a form of paid advertising) your advertising costs will be lower in this niche compared to what you would pay for a larger niche and subsequent keywords such as a bodybuilding or dating related keyword.
This will also help you to come up with a very clear value proposition and offering. Ideally, your product should set out to solve ONE specific problem for a very specific group of people. This makes it much easier to market and promote such a product to the people most likely to buy it.
Well, this is the the final post in this list building series. I hope you have enjoyed these posts and learned a lot about building and maintaining your first email list. In this post you will learn how to use articles and free reports to build your list.
Getting new customers for your business should be your number one priority. It is every bit as important as providing a high quality product or service and this should go hand in hand with providing the best customer service you can, because happy customers are repeat customers.
Email marketing is a very low cost strategy that is proven to be very effective when used properly. Your email list gives you the chance to communicate information about your business, products and services to your subscribers on a regular basis. It can also be used to market new products and ideas and to provide excellent customer service.
As stated in a previous post, once your website visitors subscribe to your list they basically have given their consent for you to send them information, promotional materials and also to follow up with them after they make a purchase. It is essential when using email marketing that you present your promotional items in a way that grabs the attention of your subscribers and keeps them wanting more.
One of the best ways to do this is to provide fun, entertaining and high quality informational articles. Well written articles packed with useful information will help you to build your list and keep your subscribers on your list for longer.
Many entrepreneurs already understand the importance of using articles to increase traffic, attract new customers and for search engine optimization. Well written articles will not only provide the information people are looking for, but it will also help them find you.
Whenever you write and post an article online, whether that be on your website or blog, or submitting it to an article directory such as Ezinearticles.com, it will be indexed by the search engines. Then when people go online to search for information related to the topic of your article you will have a much better chance of being found and thus attracting their attention.
The real magic of using articles in this way is to use them to provide a link back to your optin form via the signature block. Use this for every article you publish or submit online. The signature box is simply a short note at the end of your article that may include some basic information about you (the author), your business and a link back to your website/blog where they can find more information.
A tried and tested way of improving the results you receive from every article you publish is to offer readers a free report containing more information on the topic to anyone who clicks the link and subscribes to your email list.
If you have ever subscribed to an email list in exchange for a free report or short course then you have seen this technique in action and you know first-hand that it works!
When you start building your first email list it’s important to remain focused on your main objectives. There is a lot to learn and the process may take some time, so do your research, learn everything you can and you will have no problem getting the results you desire.
Now go out there and build your list. You won’t regret it…
In this lesson let’s discuss how to keep your subscribers interested, engaged and coming back for more.
When your business provides a great product or service that satisfies customers, it increases the chance that they will end up becoming a repeat customer and buy from you again. And they may also recommend you to other people and that could generate more business for you and your site.
This alone can drive more traffic to your site, where you can persuade them to subscribe to your list. Then you can send them a series of emails including newsletters, site updates, special offers etc.
The benefit of using email as your marketing platform is that you can reduce the high costs of other types of advertising. After all, email is cheap (or even free if self hosted) and if you can manage to make your own promotional advertisements, you can also save money there too.
If your list is full of interested subscribers you can be pretty sure that your emails are being received, viewed and read by your subscribers and not simply being deleted, because they have signed up to your list and consented to receive it.
This is a great way to keep reminding them about your business, products and services as well as any promotions and special offers you may have. There is also the possibility that they may be forwarded to their friends or colleagues who may in turn become potential customers for your business.
And don’t worry too much about unsubscribes; they happen and are a part of any business. Just make sure that your subscribers are satisfied with the information you provide and this will keep them interested in receiving your email.
Here are few tips to keep your list interested and engaged:
- Make it easy to opt-in. Provide easy instructions for them to follow and don’t ask for too much information up front; an email address is fine. Make sure you reinforce all of the benefits that they will get out of their subscription.
- Make your emails interesting and entertaining. Find out what people are interested in, and this way you can send them information that you know they will be excited to receive. This means that they will look forward to your emails. For example, if you are selling dance wear, let them know what is new and trending in the dance world.
- If you want to build a profitable mailing list, you need to offer something to your subscribers that they really want. Quality content is very important. Be sure that the information you’re sending your readers provides value and helps them.
- Write informative and engaging content. If your subscribers enjoy reading your email, they will be much more likely to click on your links to find out more. This results in more traffic to your website and ultimately more sales for your business.
- If you’re not a great writer, don’t worry as there are many professional and experienced writers that can be hired for a small fee. They will know what they’re doing and they can create content for you but it is important that you communicate well and tell them exactly what you want.
In the final post we will be discussing how to use articles and free reports to build your list.