Category: Web Copy

Advertisers like to create the prominent opt-in forms to generate contact lead. However, they may not satisfy the lead quality. The common complaint from advertisers is that the contact has no response. You need to know one thing. Someone fills out a form on your landing page does not mean that they want to communicate with you immediately. He may only want to receive the information you are sending. So how can you convert this potential lead to sale. The answer is effective follow up system.

The objective of a follow-up system is to get your prospects to move progressively towards greater commitment.

The initial opt-in form on your website as the first ‘hoop’ your lead needs to jump through. Once the lead has jumped through enough hoops and has educated and qualified themselves to a certain point, you then assign the lead to a sales rep for one-on-one follow-up.

This follow up system will increase sales efficiency because your sale representatives will spend time working with qualified, motivated buyers instead of poor fits.

A lead generation magnet is anything valuable you can provide to your prospects in exchange for their contact information. It could be a coupon, free report or whitepaper, demo, subscription, event invitation, or other kind of educational download that you offer in your landing page.

Your magnet should:

• Appeal to your target audience
• Provide a solution to their pains and frustrations
• Have a clear title that conveys value
• Be packaged in a way that is appealing

The right lead generation magnet will attract a steady flow of leads that you can convert into paying customers down the road.

When a prospect visits your landing page, he/she should come away with the sense that you are the expert. Anything less means that they will continue to shop around until they find someone that inspires confidence.

Expertise can take many forms (such as social proof, awards, and testimonials), but the best way to prove that you are an expert is through relevant, readable educational materials. This is real value that you offer to your prospects in exchange for their trust.

Your landing page layout and navigation play a critical role in capturing attention and pulling visitors deeper into the sale. If your navigation comfortably guides the visitor through your landing page, it will be natural for them to stick around. On the flip side, if your layout is distracting or confusing to the visitor, they will probably leave in a hurry. And this is the reason why your landing page has high bounce rate in Google Analytics.

To test your landing page navigation and layout, pretend you are a new prospect and ask yourself the following questions. (Or better yet, find someone who has never seen your site and ask them to answer these questions.)

• Where do your eyes go first?
• What is the most important thing on the page?
• Where do you think you are supposed to go next?
• Are there any distracting or confusing menu items or links that are tempting you to click on them?

The following is one of the good layout & navigation example from Themeforest.net:

Most advertisers mistakenly believe that their advertising campaigns must expose to more people in order to increase sales. Even though we of course want our advertisers to expend more in our network, we also hope them get a better conversion to increase sales through our network. We will debunk the myth how your advertising campaigns can show a better conversion in every ads network.

The secret is simple – improve your landing page conversion rate. A slight increase in your conversion rate can have a huge impact on your sales. And you can do it without a big payroll.

It’s time to educate yourself on conversion strategies and then roll up your sleeves and get to work! You will discover a whole new level of business growth you never thought possible.

There are 11 proven strategies which are the most important things you must do to boost your conversion rate:

1. Use a clear layout and navigation
2. Position yourself as an expert in your field
3. Create a powerful lead generation magnet
4. Describe the value of the lead generation magnet
5. Include a hero shot and headline above your web form
6. Create prominent opt-in forms above the fold
7. Use comfort language to build trust
8. Limit form field requirements
9. Ditch the “submit” button
10. Get permission to follow up with your leads
11. Nurture your leads through follow-up marketing

There are 3 different common format of web copy which can help you successful in the affiliate marketing. If you can utilize these skills, we make sure that your conversion can increase 50% or more.

1. A marketing letter

We personally are fond of marketing letters because our background is in writing direct response letters. We feel they’re personal and have the advantage of talking “one-to-one.” Some people feel that traditional direct response letters are too “hard sell” for the sophisticated Internet audience. But our experience is that you can tailor your letter to the level of your target market. And we dare say that those who argue otherwise have not scientifically tested a well-crafted direct response letter versus their current marketing documents.

Instead of worrying about sounding too hard sell, you should be concerned about NOT zeroing in on the problems of your target market. If you know and understand exactly what your market wants and give it to them, you’re putting all the odds in your favour.

If you choose to use marketing letters online, you need to pay very close attention to the formatting. Use LOTS of bullets. Bullet points are easy to read online. Some of our letters contain as much as 80% bullets. Why? Because people tend to scan. Your letter must be readable. And it should be 8 pages or shorter.

If you had a product and we only had one shot to help you be successful with it, we’d say “Use THE FORMULA” to create a killer sales letter for it and make that sales letter your home page with nothing else on it. That’s right! Nothing else. I’m convinced that you have to be a larger player or full-time Internet marketer to manage an effective “content” web site. It takes time to provide content. Once the sales letter proved itself, we’d start an associates program, submit articles to ezines, buy ads in ezines, send out online press releases and, in short, turn on the promotional machine!

2. A product review

You can put your features and benefits in a product review. People on the web are used to product reviews. Write a review similar to the ones you read in magazines. Of course, your product will receive a glowing review. Now, do NOT deceive by trying to make your article appear as though it’s a real magazine review. What you’ll find is that people are receptive to the format. And that alone is enough.

In addition to the product review, you can include links to testimonials, product pricing, special offer, success stories and the other elements of the FORMULA.

3. An article

Write about your product in the context of a helpful article similar to what people are used to reading in magazines. This format helps lower scepticism. We’re not crazy about methods two and three, but we have seen sites that use them effectively.

No one gets out of here alive. The clock is ticking. You can always make more money, but you cannot make more time. Time is the most valuable one we will ever own, and the funds are constantly diminishing. Withdrawals only, no deposits. And everyone knows it.

Saving time is something everyone desperately wants. To increase the value of your product or service, try to add some benefit like:

- Fast processing
- Fast delivery
- Fast results

Your prospect is always looking for a reason to stop paying attention to your campaign message. All they need is one itty-bit of information that indicates that the product or service is not for them and they will gladly move their attention to something else.

This itty-bitty thing that sends them running could be anything! So how do you combat this? You need to construct your message in such a way as to override these fickle responses.

Anticipation is one of the most effective ways to do this. In a story, it’s called foreshadow and it’s often what keeps you watching a bad movie. You just want to know whodunit so you sit through to the end.

Anticipation is inflamed by making a promise of something good that is coming in the future. It’s effective because it works on an emotional level. This is important to understand because human beings feel things uncontrollably. They don’t sit there after receiving stimulation and decide what their emotional response will be. They feel it immediately, uncontrollably.

If I say to you, “It’s coming,” you automatically have the desire to want to know what’s coming.

However, the anticipation trigger often inflames scepticism for the same reason as using the word “new.” Again, you want to avoid using anticipation plays that have been used to the point of saturation. If you do, your prospects see you pulling the trigger. If they see you pulling the trigger they will lose their trust and respect for you because they feel like you are treating them as if they were stupid.

When prospects believe you are building anticipation for no other reason than to keep their attention, they label your message as hype. And it is generally accepted that only an idiot would believe hype. You certainly don’t want to imply that your prospect is an idiot. Unfortunately many marketing messages do exactly that.

Hype can be okay as long as you fully admit that you are hyping it and that you make a bold promise to deliver on your hype. That way, the trust remains intact because you are putting yourself on the same side as your prospect. But then you must indeed deliver on the hype. In fact, you must over deliver in order to maintain the trust you have with your prospect.

Controversy is another attention getting trigger. Human beings have a wonderful love / hate relationship with controversy. They may not like what they are hearing but they listen and share that information with others because it stimulates them emotionally and intellectually.

Sharing controversial information also gives them the means to gain the attention of others which is another hard-wired desire.

Controversy is a great way to spread your marketing message and get people talking about your product. Like a good surprise or something that is novel, controversy gives your prospects a great story to tell their friends.

Human beings are hard-wired to avoid being left behind. The “new” trigger makes us feel that we are in the lead pack. We are therefore pre-disposed to pay attention to and desire novelty.

And if it happens to be old, we like it brushed off, shined up, and modernized somehow. “Retro” is simply the old made new again.

However, because of overuse, today’s consumers are savvy enough to know that you are probably just using the word “new” to get attention and sell more products. In many markets, “New” and “New and improved” have become landmines instead of stepping-stones toward conversion.

The mistake, however, is to not pull the novelty trigger for fear that it will raise scepticism. All of the triggers have reached saturation points via certain methods. You merely need to avoid using the overused method. I will point these out as we progress.

New versions of software make a good example of how the novelty trigger gets pulled in a way that increases conversion. The first incarnation of software is beta. Then version 1.0. Then 1.1, 1.9, 2.0, 2.9 etc. The marketplace presently loves this delineation. It has the desired effect of making the prospect feel they are on the “leading edge.” It would certainly bomb if they termed it as Photoshop, “New and Improved!” …instead they term it Photoshop CS3, CS4 etc.

Another option is to give the new version a new name. Windows 95 …Windows XP …Windows Vista. They are all incarnations of the operating system made by Microsoft.