3 Devastating Landing Page Mistakes
How about we kick this off with one of the most important pieces of your sales funnel and the network marketing business model…
Your landing page.
This is a page designed to invite your prospects to share their email address and jump on your list.
Now, of course, all of the components of your sales funnel are important; but without an effective landing page, you’ll never be able to build your #1 asset – your list!
Your list creates what we like to call “cash on demand,” whenever you send emails to your prospects.
It all starts with the landing page–the gateway into your sales funnel.
Now, in the past…
A landing page would most likely have been of the “capture page” or “opt-in page” variety, which are usually pages with little more than a headline, maybe a few bullet points, and a form to capture your prospects’ names and email addresses.
Not so anymore.
Today, you want to advertise by promoting valuable, content-rich landing pages.
In fact, this is the single most profitable traffic strategy we’ve discovered in the past few years.
What does a content-based landing page look like?
Well, you’re looking at one right now.
That’s right—I’m basically referring to a blog post.
Keep this in mind too…
If you’re advertising on a platform like Facebook, “old school” capture pages and opt-in pages are harder to make work (as ads to promote them often don’t get approved).
Nowadays, you’ve got to pique your prospects’ interest and create a relationship by leading with with value, before you can ask for their email addresses.
Learn how we turned a $10 test campaign into $21,212.40 in just 23 days in this 100% FREE traffic workshop.
So, let’s dive in to the specifics, shall we?
The single most important aspect of your landing page
In this article we’re going to take a “deep dive” into analyzing how to create a landing page that effectively converts your traffic into red-hot leads.
And it all starts with the headline (also known as the title of your post).
Believe it or not, your headline will be responsible for 80% of our results.
As David Ogilvy, one of the “founding fathers” of modern advertising, put it…
“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”
A good headline can—and absolutely will—make or break your results, so don’t underestimate the impact this has on your success.
Think of it like this…
You can write a fantastic blog post, but if the title isn’t compelling, no one is going to read it.
Recently, here at EMP, we held a couple of list-building workshops, where I got to analyze a bunch of landing pages. And I noticed three common headline mistakes, which can be easily fixed to instantly get those pages to convert.
We’re going to look at each one and I’m going to show you how to fix ’em, quickly…
Headline Mistake #1: Not Being Clear On Your Avatar
By far the biggest mistake I see is that many people are not clear about WHO they are targeting.
When you’re not clear who your target is, how can you possibly craft a message that will resonate with them?
A good landing page clearly communicates to your visitor why they need to pay attention to your message, and what they’ll get in return for entering their email.
Very simple, yet many of the landing pages fail to address these two issues.
As the famous copywriting quote says…
“You need to be able to enter the conversation already going on in your prospect’s head.”
What is that conversation?
When you know who you are talking to, it’s much easier to be able to crawl into their head…
- Understanding who they are…
- What their goals and dreams are…
- What frustrations, struggles, fears, and pains they have…
- And what they are trying to accomplish.
Knowing all this about your avatar will help you understand what you need to say to connect with them.
Let’s say you’re targeting network marketers who are interested in growing their business and getting more leads and recruits using the internet.
However your page talks about a revolutionary new way to make more money online.
Is that what they’re interested in?
No, it’s not.
Or, let’s say you’re going after people who want to “escape the rat race,” get out of their job, or start an online business, yet your page talks about marketing training on how to get leads without facing rejection.
Is that what they’re interested in?
Again—no, it’s not.
Do you see how that’s incongruent?
It’s not that the message is “bad.”
It’s just a mismatch between what’s going on in their head and what they see on the page.
They don’t opt-in and your page doesn’t convert.
So the first thing you need to consider before you even start creating your landing page is this:
Who are you talking to and what do they want?
Headline Mistake #2: No Big Promise about What They’ll Get
The minute your prospect lands on your landing page, you only have a few seconds to get them to respond or they’re gone.
This is not the time to talk about your product and how wonderful it is.
It’s time to talk about THEM and what you can do for THEM.
The only question every single one of us (including your prospects) have on our minds when we look at ANY offer is this…
“What’s in it for Me?”
You have to create your page to answer this question quickly.
“What exactly am I going to get if I say “yes” and enter my information in that little opt-in box?”
This is not the time to talk about you or your product.
As a matter of fact, and this may come as a shock to you, your prospect couldn’t care less about you at that moment.
Remember, they only care about what’s in it for them.
Hey look, it’s human nature. You can fight it or roll with it.
(I’m just going to call it “WIIFM” so I don’t have to keep typing it each time.)
Moving on. When you understand exactly who you’re talking to, it becomes easy to create a message to answer the WIIFM question.
Let’s go back to our example of a network marketer.
What do they want?
- Build a successful network marketing business
- Recruit people
- Get overrides
- Receive awards and recognition
- Win trips
- Live the dream
There’s more but that’ll do for now.
Now, what are their fears, pains, and frustrations?
- Fear of talking to people
- Dealing with objections like “is this a pyramid?”
- People quitting
- Not able to recruit good quality people
Just looking at these 2 short lists, do you see how you can easily craft a message that resonates with what they think about?
Discover How to Recruit More People and Build a Successful Network Marketing Business without Dealing with Rejection Ever Again
Not the best headline I’ve ever written, but it clearly communicates what they get, right?
It talks to them about getting what they want, without doing the things they don’t want.
It’s that simple.
BTW, here’s how we can instantly make it better with a simple tweak.
By replacing “how to” with “how you can.”
Discover How You Can Recruit More People and Build a Successful Network Marketing Business without Dealing with Rejection Ever Again
Now how could we make it even better?
By making it more compelling and specific.
Which leads me to…
Headline Mistake #3: Little or No Curiosity
Curiosity is the most important emotion you need to evoke if you want people to respond.
People are curious by nature.
And if your headline and landing page is curiosity provoking, people can’t help but respond.
They have to. It’s human nature. 🙂
And when you couple that with what we just talked about, “self-interest,” answering WIIFM question…BOOM you got a killer headline.
So how can you inject some curiosity into your headline?
By talking about a “secret,” a “loophole,” something “little-known,” or some specific number…
- 3 little-known secrets
- A sneaky little-known loophole
Let’s see how we can incorporate it into our headline.
Discover 3 Little-Known Secrets You Can Use to Recruit More People and Build a Successful Network Marketing Business without Dealing with Rejection Ever Again!
Doesn’t this sound a lot more appealing?
If my headline is getting too long and I want to add more benefits and curiosity, then I’ll split it up into a headline and a subheadline (which you can incorporate in your ads) for maximum impact.
Discover a Sneaky Loophole You Can Use to Recruit More People Without Dealing with Rejection Ever Again…
PLUS… 3 little-known secrets to instantly explode your profits and build a successful network marketing business FAST!
Much more compelling than what we started with, isn’t it?
And if you use it with the right market, people who are interested in recruiting and network marketing, you’ve got a perfect “message to market” match.
So, to wrap this up, all you need to create a great landing page headline is:
- Know who your avatar is, who it is you’re talking to, what they want, and what they don’t want.
- Make sure you talk about THEM and not you or your product. Answering the “what’s in it for me?” question.
- Sprinkle your message with a little curiosity to make it more compelling.
Ain’t nothin’ to it.
Ready to create your own killer landing pages?
As I mentioned at the start, your headline is extremely important and largely responsible for your results.
But a headline alone doesn’t make a complete landing page.
There are 4 primary components of an effective landing page:
- The headline we’ve already discussed, of course, and after your headline hooks them…
- The opening engages and sucks them into the story or content in the next few sentences. After the headline, your opening is the second most important element of your landing page. Next…
- The payoff is where you deliver “the meat” you promised in the headline and opening. It also happens to be the biggest chunk of your landing page—accounting for 80%, or more, of the content of your landing page. Finally…
- The call to action is the shortest of all the sections, yet it’s also the ultimate point of your landing page. After all, you wrote your landing page to generate leads, right?
Unfortunately, there simply isn’t enough room in a single blog post to discuss all these at length.
Tim Erway, CEO of Elite Marketing Pro, regularly hosts a full-length presentation to reveal the entire process of exactly how we craft our landing pages using the above 4 components—complete with real-world examples, and a full explanation of our entire traffic and lead generation process.
You’ll even see see how we turned a simple $10 test campaign into $21,212.40 in just 23 days in this 100% FREE traffic workshop.
Plus, Tim will show you the actual case study of how we turned that same $10 campaign (using a post on this very blog) into a whopping $141,246.30 in just 171 days.
And then scaled our sales to over $1,513 PER DAY.
Again, it’s 100% free.
Sign up for Tim’s 100% FREE traffic workshop right here.
See you next time,