I'm back with Part Two of 7 Elements of an Effective Landing Page Designed to Increase Your Mailing List.
Part One covered elements one (A Specific Opt-in Landing Page) and two (The Sign-up). Now it's on to elements three and four:
3. Convey the Benefit
Simply having the sign-up wording in place isn’t enough. According to MarketingExperiments.com, you need to provide the visitor with a benefit. The benefit is the incentive to say YES to the sign-up step.
People are getting more and more gun-shy about opting into yet another newsletter or ezine. You need to give them something of value for their valuable address. Think of it as an exchange.
With the above in mind, you need to word your sign-up text to convey the benefit. You might use something like, “Sign up now for instant access to the powerful ebook, 10 Steps to Increase Your Website Traffic.”
This wording not only establishes the ‘benefit,’ it also gives a time element: “now” and “free instant access.”
The landing page should also list what’s included in the free gift and the value of the newsletter. Using bullet points is recommended.
4. Your Ethical Bribe - The Free Gift
To make the sign-up even more appealing, you should change the benefit to: “Sign up now for free instant access to 10 Steps to Increase Your Website Traffic.
This is your ‘ethical bribe.’ Obviously, you will need to make the free gift relevant to your site and valuable to your target market. And, you want the visitor to know that your offer, your opt-in, is free. You don’t want him wondering about this – make it clear.
The reason for ‘sweetening the pot’ and making the offer as irresistible as possible is because you need to build your mailing list. You need that visitor to say YES. You need conversion.
To get that YES, you’re benefit and free gift need to be valuable.
So, how do you decide if your gift is valuable enough to grab that email address?
The answer to this question is easy: you know who your target market is.
Think about it . . . what does your target market want? What would you want?
If your site and product is about writing, guess what…your visitors would probably appreciate an e-book on that topic, maybe a ‘how to write guide.’ Or, if you’re into marketing…offer an e-book of marketing tips and guidance. If your site is about cooking, offer recipes or an instructional cooking e-book.
The idea is to establish yourself as an expert, someone your reader wants to learn from. They need to want what you’re offering, whether it’s for instructional value, information, entertainment, or other.
Now for a word of caution: make sure your new subscriber is able to get his free gift. Occasionally, you may come across a site that you’ve signed up to, specifically for the free gift, and then had trouble with the link or the download itself. This isn’t a good way to start a relationship. Most subscribers will get annoyed and unsubscribe to the site.
If you haven't read Part 1, go here:
For Part 3, stop by next Monday!
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RECOMMENDED RESOURCE:
Design Your Own eBook Cover in 10 Easy Steps - it includes step-by-step directions for creating your own ebook also!
This is a great tool for creating your ethical bribe.
Check it out: http://karencioffifreelancewriter.com/books-on-marketing/design-your-own-ebook-cover-in-10-easy-steps/
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MORE ON ONLINE MARKETING
Creating Images – Simple and Quick
SEO and Website Ranking – Inside Website Visit Lengths
Using Video for Marketing
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Karen Cioffi
Multi-award Winning Author, Freelance/Ghostwriter, Editor, Online Marketer, Affiliate Marketer
Writer’s Digest Website of the Week, June 25, 2012
Karen Cioffi Professional Writing Services
http://karencioffifreelancewriter.com/karen-cioffi-writing-services/
Author Online Presence and Book Marketing Ecourse:
http://karencioffifreelancewriter.com/book-marketing-ecourses/
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