Conversion Clinic: How to Grow Your List (and Audience) With A Manifesto

Here’s A Firepole Marketing Landing Page Critique With Danny Iny.

Hello everyone, my name is Clay Collins, and in this episode of The Marketing Show, I’m going to be showing you how to create and distribute a manifesto to build your list. I’m also going to be critiquing someone’s landing page. You’re going to learn a ton as a result of that. That’s what you have to look forward to in this episode of The Marketing Show.

So the background behind this is that last week, I posted a conversion clinic where I’d gotten to fight with this squeeze page. It got an amazing response and one of my customers, Danny Iny or maybe it’s Danny Iny, asked me to review his marketing manifesto at nakedmarketingmanifesto.com. Now I normally don’t review other marketers. I try and stay with people who’s had sort of mainstream consumer products, but since Danny is a customer of mine, I’m making an exception for him. Danny, I hope you’re sitting down in a chair. We’re about to go on a wild ride. So let’s head on to nakedmarketingmanifesto.com. We’re going to rip this to shreds.

Before I give Danny his 5 tips, I want to give you an overview of the process. So here we are. Danny is putting out a marketing manifesto. If you click on this pay with a tweet button, it takes you to a page like this where you can sign in on Twitter. If you sign in on Twitter, you can post to tweet to your Twitter followers about this manifesto if you tweet this out, and he gives you preloaded language here, which you can modify, but if you tweet about Danny’s manifesto, you come to a page like this where you can download the manifesto, so that’s the process. You go to the landing page, you pay with the twit, you share the twit with your audience, and then you can download the manifesto. You can also share on Facebook; this is with the tool called Pay with the Twit.

So Danny, I think this is a really good start. Nothing draws attention like attractive almost naked people, and you sort of cross out the midsection here, so this is very provocative. By the way, what’s getting the highest click-through rate right now on the internet is anything with female cleavage. Women like looking at attractive women. Men like looking at attractive women. So on Facebook ads and across the board, any time any cleavage is shown, the click-through rate goes through the roof. Sad but true. You’ll find lots of situations where very professional sort of reputable companies are trying to find ways to put cleavage tastefully in their ads right now, and you know, this is kind of like that. So it’s provocative. You’ve got almost naked people, and it is a clean page. You’ve got social proof here on the bottom with these Facebook comments here so that lends credibility to what you’re doing. You also have a quote from Brian Clark. So this is off to a good start.

I think that because there isn’t a huge barrier to entry, you’re just asking folks to tweet this out. I think it’s fine that you don’t have a headline. I think that if you were asking for an opt-in or if there was an opt-in box here, you probably have to do a bit more to make the sale, but often, when you oversell a free product, it makes you seem desperate, and I think what you’ve done here is really good. You’re not overselling it. It looks like a provocative cover. It has a high perceived value just by how clean it looks, and all folks have to do is click here to get it. You also did something really interesting here. You used the Amazon logo here. So this is sort of a subtle cue. People are really familiar with Amazon and they trust Amazon, and the arrow that you’ve used here is very Amazon like and that’s likely to engender trust.

So I do have a few comments here. The first one is since you don’t have any credibility indicators here, so a lot of times, people will have logos from magazines. They’ve been featured in television shows. They have been featured in, you know, Business Week, New York Times, things like that. You don’t have that, but you do have a quote from Brian Clark. I think you should go ahead and add his picture here, and I think you should have this quote above the fold maybe in this area to kind of transfer some credibility from sort of the establishment, if you will – Brian Clark probably hate that I said that, but you know, kind of from the blogging establishment of the marketing establishment endorsing you. You’re kind of a newcomer on the scene, and a quote from Brian Clark is a huge thing for you. So I’d go ahead and put that above the fold.

So tip no. 1 is feature Brian Clark above the fold, and more prominently, get a picture of him. Also, if you can get an incredibility logo, so if you’ve written for copy blogger, have a copy blogger logo, if you’ve written for Business Week, if you’ve been in New York Time, you know, any of those things, if you can get any of those logos there to transfer credibility from sources that people trust to you, put those above the fold, feature them more prominently. So tip no. 1 is feature Brian Clark in any credibility indicators more prominently and tastefully. Don’t clutter it up, but certainly above the fold.

Tip no. 2 is use the term Free Instant Access somewhere on your page when you’re trying to get the opt-in. We’ve tested a number of different phrases so with my client and so of my colleagues, and nothing converts like the phrase Free Instant Access when you have something to give away. So you know, it says, Pay with a twit here. I might have maybe in some highlighted text, or you know, something tastefully done, maybe some italicized text right above here. Free Instant Access, and then you could have Pay with a twit here, or you could have pay with a twit above the button, and the button could say Free Instant Access. So one of those things, but try and incorporate the phrase Free Instant Access. I like that you have Click Here. It’s an imperative. You’re telling people exactly what to do.

The only thing I’d add is that nothing gets as many clicks as blue underlined text. So what I would also encourage you to do is take this red text that says click here. Make this text to blue. Underline it because again, an extensive text, nothing gets clicks like a blue underlined text, so make this blue, underline it, make it say Click Here and then hyperlink this to the same URL that this button points to. So tip no. 2 is use the phrase Free Instant Access, and as a bonus tip related, try and use blue underlined text with this command right here.

Tip no. 3 is use better twit text. So if you click on Pay with the Twits, you’re brought to something like this where you can sign in with Twitter, and then you have this preloaded twit text. I think this could be tweaked up to get better click throughs when people tweet out your phrase to their audience. Now, just as a side note here for everyone watching, it’s not compulsory. Someone can edit this text if they want, but most people I imagine use the default text here. So I think this can be tweaked up quite a bit. Let’s talk about how to do that.

So when it comes to preloading your visitors with better twit text to tweet out to their followers, I have some tips. So check this out. Back in the day, we did a split test. In fact, we’re still running it, and we’ve gotten crazy result. We tested 2 phrases to try and get people to download our welcome gate WordPress plug-in for WordPress to help people build their list. And by the way, you should definitely check out our welcome gate plug-in, just a slight plug there. So here are the 2 phrases we tested. We tested phrase 1: have you downloaded our 100% free WordPress plug-in for growing your e-mail list. That was the call to action. There was a button there. Folks could click on it. Versus this second phrase, and this is bold here, but when we did it, it wasn’t like one was bold and the other one wasn’t. They were both just normal text. But we tested that against this phrase download in all caps CLICK HERE to get our 100% free WordPress plug-in for growing your list.

And option no. 2, this one, far outperformed this top one. And there’s a number of reasons for that. So let me show you. The reason for that was that we combined the word download with a call-to-action. We said Click here to download this, and we made the fact that this was a downloadable thing that people could get pretty quick access to. We feature that prominently, and that combination of the word download being featured prominently with a call-to-action, click here to download it, or click here to get it, got us just a ridiculously higher opt-in rate. I think it was like 70% better.

So let’s look at your preloaded tweet. So your preloaded tweet is the go-to source for marketing that works. Free download via Danny Iny. I think it’s Danny Iny. So this is what you’re doing right now. You’re not featuring the word download very prominently, and there’s no call to action. It just says free download. Here is what I would use as your pre-populated Tweet text. I would pre-populate folks with this phrase. I’m about to download this. Check out this cool manifesto by Danny Iny.

Now, if you got all internet markety and said, you know, click here now to download blah, blah, blah, you know, that wouldn’t be cool on Twitter, but as a call to action saying check out this cool manifesto by Danny Iny, and then having, you know, a certain link here, so you put your link here, you’re doing both of those things. You’re featuring the word download prominently, and you actually have, you know, it’s a soft call to action, but you’re having a call to action. Check out this cool manifesto by Danny Iny. It’s always good to tell people exactly what to do even in a soft way. Sales pages that say to people click on the add to cart button, and on the next page, you’ll see an order form, enter your credit card information then hit submit, those convert better than sales pages that say, you know, you should get our thing. When you tell people exactly what to do, they’re more likely to do it. So two things: feature the word download more prominently; and two, have a call to action even if it’s only a soft call to action.

So tip no. 4 is have a better opt-in bribe, and feature it above the fold. So right now, after folks tweet out about Danny’s manifesto, they come to this page, and you’ll notice this is mostly kind of reselling the manifesto and getting folks to click here, and I think Danny is missing out on a huge opportunity to get people to opt in to his list. It’s great to have people sharing your content on Twitter, but you know what, at the end of the day, the most valuable asset in marketing at least online is the e-mail address, and Danny absolutely needs to get that if this is really truly going to pay off for his business. Now if you scroll down, he’s got this kind of below-the-fold, kind of weak call to action to get people to join his list, and I think he could do a much better job. So my fourth tip is have a better opt-in upsell and put it above the fold.

So here’s what I suggest that Danny do. I think that Danny should make this whole download the manifesto thing, he should make this blue underline text. Folks can download it by clicking right here and be done with it. He doesn’t need to, you know, feature this more or talk more about it. Just make this linkable. Folks can click on that link. Folks know that if you say download the manifesto, and that’s blue underlined text, they know they can just click on that link and download the manifesto. So that’s what I do. I get the whole download of the thing. I get that done immediately, and I get that out of the way.

Now here’s what I do to really crank up his opt ins, and this is how this campaign is going to bring home the bacon. What I would do Danny is I would take your Naked Marketing Manifesto. I would either record it as an audio book or pay someone to record it as an audio book and have an opt-in upsell right here. So instead of all this text being wasting above the fold that you could be using to get the e-mail address, what I would do is I would put an opt-in box right here, okay. I’d put an opt-in box where if folks opt in, so opt in to get the, you know, Naked Marketing Manifesto audio book, so I’d have an opt-in right here to get the audio book, and then right over here, I’d actually – You know, I’d have a picture of the audio book, right. So like some sort of graphic representation of your audio book. So picture and text about downloading the audio book.

Now everyone likes audio books. Frankly, there’s way too much to read in this day and age, and if someone has an audio book that they can load up on their ipod or their ipad or iphone or whatever device android, whatever they’re using, and you maybe have a picture of a CD here that has Naked Marketing Manifesto like naked people on the CD, and you have a picture of maybe an iphone with the book cover on it like sort of in the screen, and you have maybe a picture of an MP3 file or something like that, and you have this here, and you say, “Hey, don’t just get the book, download the audio book read by me personally. Opt in here to get it. Folks have already downloaded this. They’ve already tweeted it to their list. Getting someone to opt in at this point is not going to be hard, and I think you can actually skyrocket your opt-in process.

So right now, this is buried here below. There’s some vague notion of getting the naked marketing VIP insider’s club. Who knows what that is?” I think that’s well and good, but I think that’s a much harder sell than selling people on getting the audio book version. They can pop it on their iphone. They can listen to it immediately. Maybe you can have a read it double speed version. This has a high-proceed value. It’s not going to take you long to read this and edit it. You could probably find someone on Fiber.com to do this as well.

So this tip is have an opt-in upsell bribe that is above the fold. Don’t squander this opportunity. You don’t need to take all this time explaining what it is and re-selling them on it. They’ve already tweet it. They’re already on this page. Put a download link right here, and then get to work right here getting them on your list. You want those e-mail addresses.

So my fifth and final tip for everyone watching this, and for you Danny, is consider placing your manifesto atyourdomain.com/manifesto. You’re getting a lot of links pointing to the homepage of your manifesto from Twitter, from Facebook, from people writing blog post about this, and you’ve got all this link juice that could be pointing at your main domain, but instead, it’s pointing at a secondary domain. Just to note, Google favors domains that have lots of links pointing to them, and when you have links distributed at different web properties, it kind of dilutes the effect. Also, there’s a lot of people where if this were located atyourdomain.com/manifesto would really like to backspace on that domain. Go to your homepage and check out what you’re doing. This manifesto is a rising tide that could elevate all the pages on your domain, but it’s only really affecting nakedmarketingmanifesto.com.

So here’s what I would do. I would make nakedmarketingmanifesto.com forward to firepolemarketing.com/manifesto and send all your traffic there. It’s going to help your overall domain. It’s going to send a lot of links to your overall domain, and because this is a compelling offer, people are still going to opt in. you know, you lose that sexy branding of having your manifesto at the root of a domain, but the truth is, you can always tell people hey, go to nakedmarketingmanifesto.com, and it will just forward them to the appropriate place. Reasonable people and intelligent marketers could argue with me about this last point, but I’m going to stick with this.

Anyway, this concludes today’s Marketing Show. Be sure, if you’re watching this quick announcement, to pick up the geekiest marketing mug available on one side that says Eugene Schwartz is my home boy, on the other side, David Ogilvy has my back. We’re not making any money off of this. I just think they’re cool. But if you would like your stuff critiqued on the Marketing Show, go ahead and leave a link below preferences for customers or for folks. We are willing to post my review of their stuff on their blog or website, and spread the word about the work we’re doing here. I look forward to seeing your comments below. Take care.