bjbj2 marketing show episode #64 hello everyone,my name is clay collins, and in this episode of the marketing show, i m going to be showingyou how to create and distribute a manifesto to build your list. i m also going to be critiquingsomeone s landing page. you re going to learn a ton as a result of that. that s what youhave to look forward to in this episode of the marketing show. so the background behindthis is that last week, i posted a conversion
Makeup To Get Glowing Skin, clinic where i d gotten to fight with thissqueeze page. it got an amazing response and one of my customers, danny iny or maybe its danny iny, asked me to review his marketing manifesto at nakedmarketingmanifesto.com.now i normally don t review other marketers. i try and stay with people who s had sortof mainstream consumer products, but since
danny is a customer of mine, i m making anexception for him. danny, i hope you re sitting down in a chair. we re about to go on a wildride. so let s head on to nakedmarketingmanifesto.com. we re going to rip this to shreds. beforei give danny his 5 tips, i want to give you an overview of the process. so here we are.danny is putting out a marketing manifesto. if you click on this pay with a tweet button,it takes you to a page like this where you can sign in on twitter. if you sign in ontwitter, you can post to tweet to your twitter followers about this manifesto if you tweetthis out, and he gives you preloaded language here, which you can modify, but if you tweetabout danny s manifesto, you come to a page like this where you can download the manifesto,so that s the process. you go to the landing
page, you pay with the twit, you share thetwit with your audience, and then you can download the manifesto. you can also shareon facebook; this is with the tool called pay with the twit. so danny, i think thisis a really good start. nothing draws attention like attractive almost naked people, and yousort of cross out the midsection here, so this is very provocative. by the way, whats getting the highest click-through rate right now on the internet is anything with femalecleavage. women like looking at attractive women. men like looking at attractive women.so on facebook ads and across the board, any time any cleavage is shown, the click-throughrate goes through the roof. sad but true. you ll find lots of situations where veryprofessional sort of reputable companies are
trying to find ways to put cleavage tastefullyin their ads right now, and you know, this is kind of like that. so it s provocative.you ve got almost naked people, and it is a clean page. you ve got social proof hereon the bottom with these facebook comments here so that lends credibility to what youre doing. you also have a quote from brian clark. so this is off to a good start. i thinkthat because there isn t a huge barrier to entry, you re just asking folks to tweet thisout. i think it s fine that you don t have a headline. i think that if you were askingfor an opt-in or if there was an opt-in box here, you probably have to do a bit more tomake the sale, but often, when you oversell a free product, it makes you seem desperate,and i think what you ve done here is really
good. you re not overselling it. it lookslike a provocative cover. it has a high perceived value just by how clean it looks, and allfolks have to do is click here to get it. you also did something really interestinghere. you used the amazon logo here. so this is sort of a subtle cue. people are reallyfamiliar with amazon and they trust amazon, and the arrow that you ve used here is veryamazon like and that s likely to engender trust. so i do have a few comments here. thefirst one is since you don t have any credibility indicators here, so a lot of times, peoplewill have logos from magazines. they ve been featured in television shows. they have beenfeatured in, you know, business week, new york times, things like that. you don t havethat, but you do have a quote from brian clark.
i think you should go ahead and add his picturehere, and i think you should have this quote above the fold maybe in this area to kindof transfer some credibility from sort of the establishment, if you will brian clarkprobably hate that i said that, but you know, kind of from the blogging establishment ofthe marketing establishment endorsing you. you re kind of a newcomer on the scene, anda quote from brian clark is a huge thing for you. so i d go ahead and put that above thefold. so tip no. 1 is feature brian clark above the fold, and more prominently, geta picture of him. also, if you can get an incredibility logo, so if you ve written forcopy blogger, have a copy blogger logo, if you ve written for business week, if you vebeen in new york time, you know, any of those
things, if you can get any of those logosthere to transfer credibility from sources that people trust to you, put those abovethe fold, feature them more prominently. so tip no. 1 is feature brian clark in any credibilityindicators more prominently and tastefully. don t clutter it up, but certainly above thefold. tip no. 2 is use the term free instant access somewhere on your page when you retrying to get the opt-in. we ve tested a number of different phrases so with my client andso of my colleagues, and nothing converts like the phrase free instant access when youhave something to give away. so you know, it says, pay with a twit here. i might havemaybe in some highlighted text, or you know, something tastefully done, maybe some italicizedtext right above here. free instant access,
and then you could have pay with a twit here,or you could have pay with a twit above the button, and the button could say free instantaccess. so one of those things, but try and incorporate the phrase free instant access.i like that you have click here. it s an imperative. you re telling people exactly what to do.the only thing i d add is that nothing gets as many clicks as blue underlined text. sowhat i would also encourage you to do is take this red text that says click here. make thistext to blue. underline it because again, an extensive text, nothing gets clicks likea blue underlined text, so make this blue, underline it, make it say click here and thenhyperlink this to the same url that this button points to. so tip no. 2 is use the phrasefree instant access, and as a bonus tip related,
try and use blue underlined text with thiscommand right here. tip no. 3 is use better twit text. so if you click on pay with thetwits, you re brought to something like this where you can sign in with twitter, and thenyou have this preloaded twit text. i think this could be tweaked up to get better clickthroughs when people tweet out your phrase to their audience. now, just as a side notehere for everyone watching, it s not compulsory. someone can edit this text if they want, butmost people i imagine use the default text here. so i think this can be tweaked up quitea bit. let s talk about how to do that. so when it comes to preloading your visitorswith better twit text to tweet out to their followers, i have some tips. so check thisout. back in the day, we did a split test.
in fact, we re still running it, and we vegotten crazy result. we tested 2 phrases to try and get people to download our welcomegate wordpress plug-in for wordpress to help people build their list. and by the way, youshould definitely check out our welcome gate plug-in, just a slight plug there. so hereare the 2 phrases we tested. we tested phrase 1: have you downloaded our 100% free wordpressplug-in for growing your e-mail list. that was the call to action. there was a buttonthere. folks could click on it. versus this second phrase, and this is bold here, butwhen we did it, it wasn t like one was bold and the other one wasn t. they were both justnormal text. but we tested that against this phrase download in all caps click here toget our 100% free wordpress plug-in for growing
your list. and option no. 2, this one, faroutperformed this top one. and there s a number of reasons for that. so let me show you. thereason for that was that we combined the word download with a call-to-action. we said clickhere to download this, and we made the fact that this was a downloadable thing that peoplecould get pretty quick access to. we feature that prominently, and that combination ofthe word download being featured prominently with a call-to-action, click here to downloadit, or click here to get it, got us just a ridiculously higher opt-in rate. i think itwas like 70% better. so let s look at your preloaded tweet. so your preloaded tweet isthe go-to source for marketing that works. free download via danny iny. i think it sdanny iny. so this is what you re doing right
now. you re not featuring the word downloadvery prominently, and there s no call to action. it just says free download. here is what iwould use as your pre-populated tweet text. i would pre-populate folks with this phrase.i m about to download this. check out this cool manifesto by danny iny. now, if you gotall internet markety and said, you know, click here now to download blah, blah, blah, youknow, that wouldn t be cool on twitter, but as a call to action saying check out thiscool manifesto by danny iny, and then having, you know, a certain link here, so you putyour link here, you re doing both of those things. you re featuring the word downloadprominently, and you actually have, you know, it s a soft call to action, but you re havinga call to action. check out this cool manifesto
by danny iny. it s always good to tell peopleexactly what to do even in a soft way. sales pages that say to people click on the addto cart button, and on the next page, you ll see an order form, enter your credit cardinformation then hit submit, those convert better than sales pages that say, you know,you should get our thing. when you tell people exactly what to do, they re more likely todo it. so two things: feature the word download more prominently; and two, have a call toaction even if it s only a soft call to action. so tip no. 4 is have a better opt-in bribe,and feature it above the fold. so right now, after folks tweet out about danny s manifesto,they come to this page, and you ll notice this is mostly kind of reselling the manifestoand getting folks to click here, and i think
danny is missing out on a huge opportunityto get people to opt in to his list. it s great to have people sharing your contenton twitter, but you know what, at the end of the day, the most valuable asset in marketingat least online is the e-mail address, and danny absolutely needs to get that if thisis really truly going to pay off for his business. now if you scroll down, he s got this kindof below-the-fold, kind of weak call to action to get people to join his list, and i thinkhe could do a much better job. so my fourth tip is have a better opt-in upsell and putit above the fold. so here s what i suggest that danny do. i think that danny should makethis whole download the manifesto thing, he should make this blue underline text. folkscan download it by clicking right here and
be done with it. he doesn t need to, you know,feature this more or talk more about it. just make this linkable. folks can click on thatlink. folks know that if you say download the manifesto, and that s blue underlinedtext, they know they can just click on that link and download the manifesto. so that swhat i do. i get the whole download of the thing. i get that done immediately, and iget that out of the way. now here s what i do to really crank up his opt ins, and thisis how this campaign is going to bring home the bacon. what i would do danny is i wouldtake your naked marketing manifesto. i would either record it as an audio book or pay someoneto record it as an audio book and have an opt-in upsell right here. so instead of allthis text being wasting above the fold that
you could be using to get the e-mail address,what i would do is i would put an opt-in box right here, okay. i d put an opt-in box whereif folks opt in, so opt in to get the, you know, naked marketing manifesto audio book,so i d have an opt-in right here to get the audio book, and then right over here, i dactually you know, i d have a picture of the audio book, right. so like some sort of graphicrepresentation of your audio book. so picture and text about downloading the audio book.now everyone likes audio books. frankly, there s way too much to read in this day and age,and if someone has an audio book that they can load up on their ipod or their ipad oriphone or whatever device android, whatever they re using, and you maybe have a pictureof a cd here that has naked marketing manifesto
like naked people on the cd, and you havea picture of maybe an iphone with the book cover on it like sort of in the screen, andyou have maybe a picture of an mp3 file or something like that, and you have this here,and you say, hey, don t just get the book, download the audio book read by me personally.opt in here to get it. folks have already downloaded this. they ve already tweeted itto their list. getting someone to opt in at this point is not going to be hard, and ithink you can actually skyrocket your opt-in process. so right now, this is buried herebelow. there s some vague notion of getting the naked marketing vip insider s club. whoknows what that is? i think that s well and good, but i think that s a much harder sellthan selling people on getting the audio book
version. they can pop it on their iphone.they can listen to it immediately. maybe you can have a read it double speed version. thishas a high-proceed value. it s not going to take you long to read this and edit it. youcould probably find someone on fiber.com to do this as well. so this tip is have an opt-inupsell bribe that is above the fold. don t squander this opportunity. you don t needto take all this time explaining what it is and re-selling them on it. they ve alreadytweet it. they re already on this page. put a download link right here, and then get towork right here getting them on your list. you want those e-mail addresses. so my fifthand final tip for everyone watching this, and for you danny, is consider placing yourmanifesto atyourdomain.com/manifesto. you
re getting a lot of links pointing to thehomepage of your manifesto from twitter, from facebook, from people writing blog post aboutthis, and you ve got all this link juice that could be pointing at your main domain, butinstead, it s pointing at a secondary domain. just to note, google favors domains that havelots of links pointing to them, and when you have links distributed at different web properties,it kind of dilutes the effect. also, there s a lot of people where if this were locatedatyourdomain.com/manifesto would really like to backspace on that domain. go to your homepageand check out what you re doing. this manifesto is a rising tide that could elevate all thepages on your domain, but it s only really affecting nakedmarketingmanifesto.com. sohere s what i would do. i would make nakedmarketingmanifesto.com
forward to firepolemarketing.com/manifestoand send all your traffic there. it s going to help your overall domain. it s going tosend a lot of links to your overall domain, and because this is a compelling offer, peopleare still going to opt in. you know, you lose that sexy branding of having your manifestoat the root of a domain, but the truth is, you can always tell people hey, go to nakedmarketingmanifesto.com,and it will just forward them to the appropriate place. reasonable people and intelligent marketerscould argue with me about this last point, but i m going to stick with this. anyway,this concludes today s marketing show. be sure, if you re watching this quick announcement,to pick up the geekiest marketing mug available on one side that says eugene schwartz is myhome boy, on the other side, david ogilvy
has my back. we re not making any money offof this. i just think they re cool. but if you would like your stuff critiqued on themarketing show, go ahead and leave a link below preferences for customers or for folks.we are willing to post my review of their stuff on their blog or website, and spreadthe word a ph333 ph333 phzzz [content_types].xml u$nw @8jb _rels/.rels theme/theme/thememanager.xmlsq}# theme/theme/theme1.xml g$$da :$br si-@r r,[l bx*x kfn1 ,tv@ .eml m .c = bg1="lt1" tx1="dk1" bg2="lt2" tx2="dk2" accent1="accent1"accent2="accent2" accent3="accent3" accent4="accent4" accent5="accent5" accent6="accent6" hlink="hlink"folhlink="folhlink"/> marketing show episode #30 normal.dotm james lepine microsoft macintoshword grizli777 marketing show episode #30 title microsoft word 97-2004 document nb6wword.document.8
Tidak ada komentar:
Posting Komentar