In case you’re promoting a single product or making a single provide, you’ll want to study 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 e-book 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 e-book whenever you use code MARKET2021 by means of 4/3/21.
Gross sales-generating touchdown pages, also referred to as gross sales pages, on-line gross sales letters, or microsites, are often single-page web sites devoted to promoting one product—sometimes a product that’s fitted to ecommerce, which 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 tips on how to earn a living by writing, publishing, and promoting PDF ebooks. This web page has been very efficient for me: It will get a 32 % conversion after 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 reasonably than videography. Video on net pages can typically enhance engagement and gross sales; after I add these quick 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 exploit to drive visitors to it use one among marketer Mark Ford’s copywriting methods, which he calls “the ability 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 thought is easy: The simplest 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 the most effective and best product to promote on the net.
In touchdown pages, it pays to construct credibility early, proper on the primary display. The purpose? Individuals 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. Due to this fact, your touchdown web page copy should instantly overcome that doubt.
A technique to try this is to ensure a number of credibility builders is clearly displayed on the primary display the customer sees. Within the banner on the prime of the web page, use your brand and firm identify for those who’re well-known.
Inside or instantly below the banner, put a robust testimonial or three above the headline on the primary display. 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 case you invite prospects to a reside occasion, ask if they might be keen to provide you a short testimonial recorded on video. Have an expert videographer tape it, get a signed launch from the client, and put up the testimonial in your web site as streaming video. Require the client to click on a button to listen to the testimonial, reasonably than have the video play routinely when the customer clicks on the web page.
For written testimonials, prospects might counsel that you just write what you need them to say and simply run it by them for approval. Politely ask that they provide you their opinion of your product in their very own phrases as an alternative of getting you do it. The explanation? What they give you will doubtless 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 identify www.myveryfirstebook.com. I like to recommend selecting domains which are each comparatively quick and straightforward to recollect. Every of your gross sales pages ought to have a singular area identify, making it simple so that you can promote your provide on-line, in print, and even when giving webinars and seminars, as you’ll doubtless be capable of recall the domains from reminiscence due to their simplicity.
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