I've read several blog posts and discussions on offering free products to your website visitors recently, and it seems the consensus is that free products are the price you pay for getting a visitor's contact information.
It makes sense... I'm not likely to give someone my email address unless I'm going to get something out of it.
Usually, the free products are a one-shot deal - a video, a PDF report, or something else that I see once, and then forget about. It's not that the products are always of poor quality (although they sometimes certainly are); but rather that I have a hundred other things competing for my attention at any given moment.
For this reason, I prefer multi-part free products, such as email mini courses or video courses. These products give you the chance to get in front of your potential clients several times, instead of just once.
For example, I wrote "Six Secrets of Sizzling Sales Copy", available on the Java Joint Media home page, appropriately enough, as a six-part course, distributed every two days. I picked out the best tips for crafting sales copy that captures visitors' attention and leads them to the sale, so I know when someone subscribes to the email course, they're going to read every single part.
Subscribers get a wealth of great information on using sales copy to increase their income, and I get six opportunities to remind them of the products and services Java Joint Media provides.
Studies show it takes seven contacts to convince a reader to buy. Shouldn't your free products help you make more of these contacts?
If you're going to offer free products to build your email list, you can get the most out of these products by dividing them into several parts. This technique will help you build sales, instead of just an email list.
Showing posts with label internet sales. Show all posts
Showing posts with label internet sales. Show all posts
Saturday, November 3, 2007
Saturday, October 20, 2007
Are Squeeze Pages a Bad Idea?
I received an email this morning from a client that asked whether or not she should use squeeze pages as part of her list building strategy. Since this is a question I receive quite often, I decided to share my thoughts on squeeze pages with our readers.
In case you aren't familiar with this marketing tool, squeeze pages are dedicated pages (and often, a dedicated website) that uses long copy to entice readers to subscribe to the owner's email marketing list. Squeeze pages usually have few or no outbound links, to minimize the reader's temptation to click away from the page.
Squeeze pages also often use incentives, such as free reports, email mini-courses, or web-based tools, to get visitors to give up their email addresses.
I can't really discount the value of squeeze pages -- a number of internet marketers are very successful with squeeze pages, and have built impressive marketing lists by promoting them along with their full websites and other marketing tools.
Squeeze pages have a few distinct advantages. First, they are fairly easy to build. If you use dedicated URLs for your squeeze pages, you won't have to worry about checking your links or making sure that multiple pages compliment each other visually. You can use a website creation tool such as PageBreeze to easily create squeeze pages in just a couple of hours each.
Second, squeeze pages are easy to optimize because of the long copy style and the level of description you will need to use to convince visitors to opt in to your email marketing list. Once you have selected your keywords, you can quickly write copy for your squeeze pages around your keywords, without having to check the keyword density for multiple pages.
Third, squeeze pages allow you to easily segment different product groups you may have available on your main website. You can use squeeze pages to put your visitors in the correct mindframe to be receptive to product offers, and once they have subscribed to your list, you can use email marketing efforts to further entice your prospects to buy certain products. Once they have decided to buy, you can redirect them to the correct page on your main website. After the sale, you can introduce them to other products on your website, or direct them to new squeeze pages to promote other products.
My one reservation about squeeze pages is that many marketers load them with content similar to strong sales copy. When I land on squeeze pages and see long, drawn-out copy loaded with Impact font headings, bullet points, and testimonial boxes, I find the benefits (the free products) as quickly as I can. If I can't find them right away, I find something else to do. I don't have time to read tomes of website content lauding some free product that may or may not be worth reading.
Maybe I've just seen so many squeeze pages that they're beginning to lose their effectiveness. I know I'm not alone in losing my patience with squeeze pages -- I'm hearing from more and more internet users that are starting to groan every time they see one.
As effective as squeeze pages have been for internet marketers, I have to wonder if more and more people are going to burn out on squeeze pages over the next few years. If that happens, marketers will need to quickly drum up some other way of building opt in lists.
My short answer is that I don't see anything wrong with squeeze pages right now, but I'm not sure they're a good long term strategy. While squeeze pages are not jet on their collective deathbed, I'm cautious about relying on them as a permanent marketing tool.
To Your Success,
Lee Rowley
Java Joint Media
www.javajointmedia.com
In case you aren't familiar with this marketing tool, squeeze pages are dedicated pages (and often, a dedicated website) that uses long copy to entice readers to subscribe to the owner's email marketing list. Squeeze pages usually have few or no outbound links, to minimize the reader's temptation to click away from the page.
Squeeze pages also often use incentives, such as free reports, email mini-courses, or web-based tools, to get visitors to give up their email addresses.
I can't really discount the value of squeeze pages -- a number of internet marketers are very successful with squeeze pages, and have built impressive marketing lists by promoting them along with their full websites and other marketing tools.
Squeeze pages have a few distinct advantages. First, they are fairly easy to build. If you use dedicated URLs for your squeeze pages, you won't have to worry about checking your links or making sure that multiple pages compliment each other visually. You can use a website creation tool such as PageBreeze to easily create squeeze pages in just a couple of hours each.
Second, squeeze pages are easy to optimize because of the long copy style and the level of description you will need to use to convince visitors to opt in to your email marketing list. Once you have selected your keywords, you can quickly write copy for your squeeze pages around your keywords, without having to check the keyword density for multiple pages.
Third, squeeze pages allow you to easily segment different product groups you may have available on your main website. You can use squeeze pages to put your visitors in the correct mindframe to be receptive to product offers, and once they have subscribed to your list, you can use email marketing efforts to further entice your prospects to buy certain products. Once they have decided to buy, you can redirect them to the correct page on your main website. After the sale, you can introduce them to other products on your website, or direct them to new squeeze pages to promote other products.
My one reservation about squeeze pages is that many marketers load them with content similar to strong sales copy. When I land on squeeze pages and see long, drawn-out copy loaded with Impact font headings, bullet points, and testimonial boxes, I find the benefits (the free products) as quickly as I can. If I can't find them right away, I find something else to do. I don't have time to read tomes of website content lauding some free product that may or may not be worth reading.
Maybe I've just seen so many squeeze pages that they're beginning to lose their effectiveness. I know I'm not alone in losing my patience with squeeze pages -- I'm hearing from more and more internet users that are starting to groan every time they see one.
As effective as squeeze pages have been for internet marketers, I have to wonder if more and more people are going to burn out on squeeze pages over the next few years. If that happens, marketers will need to quickly drum up some other way of building opt in lists.
My short answer is that I don't see anything wrong with squeeze pages right now, but I'm not sure they're a good long term strategy. While squeeze pages are not jet on their collective deathbed, I'm cautious about relying on them as a permanent marketing tool.
To Your Success,
Lee Rowley
Java Joint Media
www.javajointmedia.com
Wednesday, October 17, 2007
The Tao of Email Marketing
The sale that can be experienced is not the true sale,
The pitch that can be perceived is not real.
Without selling, the sale can be experienced,
Without the pitch, the profits can be known.
I’ll admit it – I’m a sucker for opt-in forms. As a copywriter and an internet marketer, I can’t resist the opportunity to learn more about internet marketing. So every time I run across a website that offers an email course or a free report, I can’t help but give up my email address.
Sadly, I almost always end up regretting it.
Why? Because most of the emails I get are non-stop sales pitches that are thinly veiled with useless information. Many marketers assume that once you’re on the list, you’re a sale that just hasn’t clicked the “Order Now” button yet. A sheep that just needs to be herded into the pen, and quickly shorn.
It doesn’t take long for me to unsubscribe from these marketers’ lists. Sometimes I keep the emails as examples of bad internet marketing, but once I’ve gotten two or three emails packed with hyperbole and affiliate links, I’ve seen all I need to see.
If I subscribe to an opt-in list, I want to see good, useful content. I want tips and techniques that I can use to make my own business more successful. I want to read an email and say, “Man, I’m glad I didn’t miss this!”
Of course, you don’t build an email list without the intent to sell something to your subscribers. That’s just business – without money coming in the door, there’s no reason to give up your evenings and weekends creating content for your readers. There are plenty of other people around to do that.
Therein lies the paradox of email marketing. You have to have sales to stay in business, but pushing for the sale isn’t going to get you where you want to be. People can smell a sales pitch instantly, and when they see an obvious pitch, the walls of resistance go up.
Like the Tao, successful internet marketing is not what it seems.
In order to build a successful email marketing campaign, you simply cannot turn every email into a sales pitch. In fact, only one out of every three or four emails you send out should be about a product you’re selling.
Your other emails should be about building trust and loyalty, and about establishing yourself as an expert in your field. Give your subscribers solid, useful information – not just vague theory, but real tips that they can start using today to improve their lives.
Ask yourself, “Would I pay for this information, if I were in my subscribers’ shoes?” If the answer is “yes”, give it away in your emails. Don’t worry– you’re not going to run out of useful information. You could write an entire library of content about any topic imaginable. Some of it, you will sell; the rest, you should give away to make subscribers want to buy your products.
Give away useful information, enrich your readers’ lives, and you will build loyalty and trust that will significantly increase your sales figures.
To Your Success,
Lee Rowley
Java Joint Media
http://www.javajointmedia.com/
The pitch that can be perceived is not real.
Without selling, the sale can be experienced,
Without the pitch, the profits can be known.
I’ll admit it – I’m a sucker for opt-in forms. As a copywriter and an internet marketer, I can’t resist the opportunity to learn more about internet marketing. So every time I run across a website that offers an email course or a free report, I can’t help but give up my email address.
Sadly, I almost always end up regretting it.
Why? Because most of the emails I get are non-stop sales pitches that are thinly veiled with useless information. Many marketers assume that once you’re on the list, you’re a sale that just hasn’t clicked the “Order Now” button yet. A sheep that just needs to be herded into the pen, and quickly shorn.
It doesn’t take long for me to unsubscribe from these marketers’ lists. Sometimes I keep the emails as examples of bad internet marketing, but once I’ve gotten two or three emails packed with hyperbole and affiliate links, I’ve seen all I need to see.
If I subscribe to an opt-in list, I want to see good, useful content. I want tips and techniques that I can use to make my own business more successful. I want to read an email and say, “Man, I’m glad I didn’t miss this!”
Of course, you don’t build an email list without the intent to sell something to your subscribers. That’s just business – without money coming in the door, there’s no reason to give up your evenings and weekends creating content for your readers. There are plenty of other people around to do that.
Therein lies the paradox of email marketing. You have to have sales to stay in business, but pushing for the sale isn’t going to get you where you want to be. People can smell a sales pitch instantly, and when they see an obvious pitch, the walls of resistance go up.
Like the Tao, successful internet marketing is not what it seems.
In order to build a successful email marketing campaign, you simply cannot turn every email into a sales pitch. In fact, only one out of every three or four emails you send out should be about a product you’re selling.
Your other emails should be about building trust and loyalty, and about establishing yourself as an expert in your field. Give your subscribers solid, useful information – not just vague theory, but real tips that they can start using today to improve their lives.
Ask yourself, “Would I pay for this information, if I were in my subscribers’ shoes?” If the answer is “yes”, give it away in your emails. Don’t worry– you’re not going to run out of useful information. You could write an entire library of content about any topic imaginable. Some of it, you will sell; the rest, you should give away to make subscribers want to buy your products.
Give away useful information, enrich your readers’ lives, and you will build loyalty and trust that will significantly increase your sales figures.
To Your Success,
Lee Rowley
Java Joint Media
http://www.javajointmedia.com/
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