To Sell, We Have To Convert. Simple As That.
I’ll admit something to all of you. I’m lazy. I admit it. I’ve read about how to do affiliate marketing a million times, but I just haven’t motivated myself to doing the grunt work, and when I have, I’ve been sorely disappointed by the whole process, and how I’ve flopped at it. But now I’m jumping back in, putting my head down and soaking it all in, and I’m coming to more and more revelations day by day.
As I prepare for my foray back into the world of PPC, I was reading a good posting at highranking.com about the PPC conversion process that really got me thinking. If anything, I fancy myself a writer. I love reading Joe Vitale’s stuff, as well as the stories and techniques of the old-school marketers, because, let’s face it, they were onto something with their techniques, something that we need to remember, especially since we get only so much space to make an impact with our advertisements.
What a great opportunity we have to lead customers to the sale, but how often do we actually hear about people doing it? How often do we take the steps to do it ourselves?
With gas getting ready to top $5 a gallon, (yes, $5 a gallon, you’ll see), and people losing their homes, and worrying about how and what they spend, we’re going to have to be more subtle yet more persuasive in our offers to the buying public. Lying is out. Not that it was ever in, but buyers are going to be even more skeptical than ever.
In short, landing pages are going to be the key to all of this. If you don’t have a landing page that follows a logical, emotional pattern, you’re in trouble. And, if you’re ad can’t lead a buyer to that page in the same manner, you’re toast as well.
SO, instead of thinking about a good ad, let’s think about…
A good offer page as the whole of…
A good landing page (that you design and publish) as the whole of…
A good text ad.
I know that sounds simple, but many times, people don’t think about the importance that a landing page really has, and leaves it to the owner of the product to convince the seller to buy. We’ve got to get out of that mindset. I say we, because I’m as guilty as all of you of that. I didn’t like squeeze pages and pre-sell pages, but my eyes are opening up to it now. We have to be convincers and bridge builders from the SERPs and PPC listings to the sale page.