I'm Just Sharing

I agree – I also hate those traditional long form sales pages, with yellow highlights etc.

One problem with the current sales page you have is that the normal web navigation is still on there. Convention is that you should “squeeze” the buyer into making a decision, yes or no. But with other choices you give them an easy get out.

Both pages suffer from:

1/ Lack of a hook or headline. Why do I want to read this? What’s in it for me? Something like: “Management Skills to make your life easier”

2/ It’s all text. Break the page up with some photos or how about a video of you? Also break the text up with headlines. People scan a page first (they’re always in a hurry on the internet!) and then read the detail if they like the key points.

3/ It’s pretty drab – maybe get some colour in there.

4/ I think people prefer first person language these days. I know you wrote that, and so do they! So how about going with something like “In an easy to read, humorous and conversational style, I will take you through 34 key aspects of management skills…” it’s much more personal.

What do you think? Looking forward to hearing what other readers say as well.
.-= Mike CJ´s last blog ..Google Chrome for Ubuntu =-.

Mitch Reply:
December 11th, 2009 at 9:57 AM

Good stuff, Mike. I’m normally a conservative guy, so I know I went safe rather than really bold with it. I don’t do video, and I’d have no idea what kind of pictures to put in; certainly no pictures of me! Well, maybe one, I suppose, now that I do have pictures on the web, which I didn’t when I created that page initially back in early 2004.

So, I put you in for “squeeze page” preferred, but with lots of work.

Good morning, Mitch.

I am not an expert in squeeze pages nor in sales pages, so take anything I have to say with a grain of salt.

First, we’re mixing terminology here.

It is my understanding that a squeeze page is designed to squeeze contact information from the reader. Its only goal is to get them to sign up for your list.

What you have is a sales page, and I believe you’re ignoring the basic tenets of hooking the reader from the headline.

Whether you choose to use long form sales pages or the short form, there are still basic parts of the page that have stood the test of time.

When it cost a bundle to send printed dead trees to hundreds of thousands of people, the copywriters and marketers were serious about tracking and comparing.

Now that we can throw something up on the Internet for next to no cost, we don’t do nearly as much tracking and testing. I think that’s why most sales pages are pretty ineffective.

It’s been a long time since I read a great book on sales pages and I can’t remember the author nor title. I’m sure someone like John Carlton or Marlon Sanders would know and it may be a good idea to search their sites for recommendations.

You can see a good example of a sales page on John Carlton’s site, MarketingRebel.com.

As much as some people dislike the long form sales page (or brochure or letter), they have been tested for decades and they outsell short form pages in most cases. There are some very distinct parts of the pages that should come in a specific order.

If memory serves, the most important parts are the headline, opening paragraph, bullet points, highlighted benefits, free offer or bonus, guarantee, closing, signature, and PS.

Truthfully, I don’t like either of your sales pages. What I see when I go to either of them is a big block of text and that’s a huge turn-off for most people. That’s one of the reasons that bullet points are so effective – they’re fast for skimmers who may not (yet) be interested.

I’m a reader and I read big blocks of text all the time (and write a few of them), but we’ve been trained over the years to expect a sales page to look different from what you’re offering.

The problem with finding information on how to build an effective sales page is that so much on the web is simply wrong. People publish opinions without facts to back them up – like I’m doing now.

I’ve never used sales pages or letters, but I’ve read a lot of them. At one time, back in the 1970s, I considered seriously getting into direct mail marketing and that’s when I studied all this.

People who are really interested in the product will read lots and lots of text before making the decision to buy. Not everyone has the attention span of a chipmunk.

But, if you’re going to invest a lot of time in creating a sales page for your books, I’d recommend doing some searching and read a book or two by one of the masters of direct mail. Then apply what you learn to your sales page, even if you choose not to go the long page route.

Again, take this for whatever its worth. I’m no expert and don’t pretend to be, but I’ve read books by the experts a few decades ago.

Act on your dream!

JD
.-= John Dilbeck´s last blog ..How will Google Personalized Search affect affiliate marketing? =-.

Mitch Reply:
December 11th, 2009 at 10:10 AM

Hi John,

Very valid points you make. One thing to know about me is that I don’t sit around waiting for a lot of information before I go full steam and try to get something done. So, I created the first page and got it out there to get things started, always figuring I’d come back to it. Instead, I ended up incorporating it into my business site, worried more about whether the original page looked professional enough based on what the book is about. I’m realy not sure how one punches up the copy for a book on management.

Still, I understand the visual part of things. But, like you, I just don’t have even more time to start reading books on sales pages; at least not big books. I do have some ebooks around here on the subject, though, and I did read one of those, and, other than pictures, thought I’d kind of captured what it said. That’s the problem sometimes with reading something rather than also seeing it; too much left to interpretation.

Thanks for the comment,

Oh God, your new page is SO MUCH better. Every time I land on one of those traditional squeeze pages (thanks for putting a name to them for me) I feel dirty and can’t hit the back button quickly enough.
.-= Heather Kephart´s last blog ..Interview: DiTesco of iBlogZone =-.

Mitch Reply:
December 11th, 2009 at 12:27 PM

Thanks Heather; hey, at least I found one person who kind of likes it lol I’m assuming you like the one on my business site better, right?

First of all good first stab at the sales page. I think you are getting the terminology. You still really don’t have a squeeze page because the buyer has other choices besides buy, leave or join your mailing list. Those are the basic objectives of a squeeze page. In my honest opinion, you still have sales letters on both pages. Now as for which one I like better, I actually prefer the original one. I like the lighter background better than the dark one. It’s a lot easier on the eyes. I do think you need your picture and a picture of the book somewhere on the sales/squeeze page. People need to see who they’re dealing with (especially since there’s more than one Mitch Mitchell!) Also if you want a good book about copywriting, pick up anything by Dan Kennedy. His stuff is awesome! You can get many of his books at your local library. One more thing – If you want this to be a squeeze page, just link back to your main home page. From what I’ve read about squeeze pages, the less options you give the visitor, the better. Just my two cents. Hope this helps!
.-= DeAnna Troupe´s last blog ..Facebook vs. Twitter – My opinion of two social media giants. =-.

Mitch Reply:
December 11th, 2009 at 11:19 PM

Hi DeAnna,

One of the things it seems I’m learning already is that mine is a sales page, not a squeeze page. That’s important to know, for sure. Second, I didn’t add a picture of the book, as I told someone else, because the book looks just like the picture to the left there on this blog. I mean, it’s an actual book, not an ebook, so I didn’t want to create a fake book cover for online, have someone buy it, and send them something else. Of course, if they download the electronic version it wouldn’t matter as much.

The one question no one has answered is, because it’s associated with my main business, is it still okay to have a sales page that’s sort of out there? I mean, it’s on a serious topic, even if I have a little bit of fun with it here and there. That’s why the copy is like it is. What are your thoughts on that?

I am just an amateur, but I like the older version. There is not much to choose from one or the other on content, but aesthetically, the older version is easier on the eye and gives a good feel to it.

Mitch Reply:
December 11th, 2009 at 11:26 PM

Thanks Rummuser. It seems I only have one person who likes the sales page merged with my website so far.

I believe I see where the confusion lies.

The squeeze page, otherwise known as a landing page is NOT a sales page…2 separate entities actually.

A traditional squeeze page is two fold – an informational page for the visitor “signup to my list” and a name/email catcher for you.
.-= Dennis Edell´s last blog ..3 Days Left – MaxBlogPress Christmas Deal Expires =-.

Mitch Reply:
December 13th, 2009 at 3:14 AM

It seems that’s one of the messages I’ve been getting, Dennis. At least I’ve learned that one thing, right?

Dennis Edell Reply:
December 13th, 2009 at 11:59 AM

Don’t sound so down about it, it’s the most important piece to have at first, no?
.-= Dennis Edell´s last blog ..3 Days Left – MaxBlogPress Christmas Deal Expires =-.

Mitch Reply:
December 13th, 2009 at 12:03 PM

Oh, I’m not down. Most of the time I’m writing to try to help impart some knowledge, and in this case I wrote to pick up some knowledge. And I’m getting it.

Mike CJ said:
>I also hate those traditional long form sales pages

Yes lots if not most people don’t like them – but they work. Remember Howard Cosell was rated both the most loved and most hated sportscaster IN THE SAME POLL. The point is while you can turn off a lot of people with that type of sales letter you may sell more too.

I like the second one better but what I like (Or Sire, Dennis, Mike CJ, Heather etc) doesn’t matter. As Charles said check your analytics. Marketing is about testing.

My sugestions;
1) Add a headline and test different version of that headline.
2) Add a PS. This is something that has been proven to be one of the most highly read parts of a letter.
3) Add sub headlines with the features or benefits you want to emphasize. There should be a “alternate path” to reading the letter. A reader may not want to read an entire long sales letter. By breaking it up with sub heads the reader can scan down the letter until he or she sees something they find interesting.
4) possibly add bullet points of features or benefits.
5) Break it up. As John Dilbeck said, it’s just one big block of text. You can add pictures but all text is OK if it is formatted well. Sub heads would help or add a big bold heading for the testimonial area, and/or make the testimonial are narrower.
6) I like the idea of a photo of the cover. Even if you are marketing an e-book you should have a cover and show it.
7) Then test the results – see which changes improve sales. Idealy you would test two versions side by side.
.-= Ned Carey´s last blog ..Help Me Pick a Charity? =-.

Mitch Reply:
December 15th, 2009 at 1:55 AM

Great stuff, Ned, except for the picture of the book. As I’ve said to everyone else, if you look to the left you see an actual picture of my book. So, for it to show in any advertisement, I’d have to make the background a totally different color. It’s not an ebook; at least it wasn’t originally. Thanks for everything else, though.

This is the first time I’ve heard of squeeze pages, and quite frankly I still don’t understand it even after reading your blog lol

Mitch Reply:
September 14th, 2010 at 11:14 AM

I have to say this wasn’t one of my best written posts because I mixed up terminology. But the comments should have helped pull it all together.