In the event you’re promoting a single product or making a single supply, it’s essential to be taught to craft a hard-working sales-generating web page. Discover out extra.
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The next excerpt is from Robert W. Bly’s guide The Digital Advertising and marketing Handbook. Purchase it now from Amazon | Barnes & Noble | iBooks | IndieBound or click on right here to purchase it instantly from us and SAVE 60% on this guide while you use code MARKET2021 via 4/3/21.
Gross sales-generating touchdown pages, often known as gross sales pages, on-line gross sales letters, or microsites, are often single-page web sites devoted to promoting one product—usually a product that’s suited to ecommerce, that means prospects can instantly order it from the web page utilizing their bank card or PayPal.
I’ve a gross sales web page for a $19 book I promote on methods to earn money by writing, publishing, and promoting PDF ebooks. This web page has been very efficient for me: It will get a 32 % conversion once I drive visitors to it from my subscriber checklist. This implies for each three individuals who click on onto the web page, one purchases the product.
One of many components I included on this web page for my book was a body from a brief sketch video that hyperlinks out to the video. A sketch video, or white board video, is narration accompanied by a visible presentation that’s a sketch somewhat than videography. Video on internet pages can usually enhance engagement and gross sales; once I add these brief sketch movies to my product gross sales pages, I’ve discovered that conversion goes up 10 % to fifteen %.
Each my touchdown web page and the e-mail I take advantage of to drive visitors to it use certainly one of marketer Mark Ford’s copywriting strategies, which he calls “the facility of 1.” Within the energy of 1, your copy focuses on a single concept, clearly expressed, with plenty of proof. Within the case of this promotion, the concept is easy: The best product to promote on-line is an book, which I’ve clearly acknowledged within the headline and lead of my touchdown web page. Right here’s my headline: The World’s Best – and Most Worthwhile – Product to Create and Promote On-line. The headline and lead are instantly adopted by an inventory of factors supporting the declare that ebooks are one of the best and best product to promote on the internet.
In touchdown pages, it pays to construct credibility early, proper on the primary display screen. The cause? Folks have all the time been skeptical of promoting, and with the proliferation of spam and shady operators, they’re much more suspicious of what they learn on-line. Subsequently, your touchdown web page copy should instantly overcome that doubt.
A method to do this is to ensure a number of credibility builders is clearly displayed on the primary display screen the customer sees. Within the banner on the high of the web page, use your brand and firm title for those who’re well-known.
Inside or instantly below the banner, put a powerful testimonial or three above the headline on the primary display screen. Think about including a credibility pre-head. This can be a line of copy that comes earlier than the headline. It sums up in a single pithy sentence or phrase some key credibility of the vendor.
Testimonials construct credibility and overcome skepticism, as do case research and white papers posted on the web site. In the event you invite prospects to a dwell occasion, ask if they’d be prepared to offer you a quick testimonial recorded on video. Have knowledgeable videographer tape it, get a signed launch from the client, and submit the testimonial in your web site as streaming video. Require the client to click on a button to listen to the testimonial, somewhat than have the video play routinely when the customer clicks on the web page.
For written testimonials, prospects could counsel that you just write what you need them to say and simply run it by them for approval. Politely ask that they offer you their opinion of your product in their very own phrases as an alternative of getting you do it. The rationale? What they give you will seemingly be extra particular, plausible, and detailed than your model, which could smack of puffery and promotion.
For my gross sales web page, I reserved the area title www.myveryfirstebook.com. I like to recommend selecting domains which can be each comparatively brief and straightforward to recollect. Every of your gross sales pages ought to have a novel area title, making it simple so that you can promote your supply on-line, in print, and even when giving webinars and seminars, as you’ll seemingly have the ability to recall the domains from reminiscence due to their simplicity.
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