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This episode of the Marketing Show is brought to you by the Letter C. So in this episode of the Marketing Show we are going to: A give you the highest converting landing page we’ve ever seen for giving away a free report. B we’re going to show how we’re using that in our own business to give you as specific example.
And C we’re going to explain the marketing fundamentals behind why this landing page works. That’s what you have to look for to in this episode of the Marketing Show.
So before I give you this template and tell you why it works, I want you to show you how we’re using this in our business right now. So here’s our implementation of this template and it’s for Leadplayer. And what we’re doing is we’re giving away a free report that reveals the five dirt cheap tools that I used to create all my videos. And this includes the $80 video camera that I’m filming this episode of the Marketing Show on.
So I list all those tools in this report. And we have never seen opt in rates like folks are getting with this template for a free report. And there’s a number of reasons why opt in rates on pages like this are so high. In fact, highest I’ve seen in the industry in a long, long, long time. So let’s get into why pages like this are doing so well.
The first reason is that it’s very clear what people are getting. I’m not using a lot of lofty language about finding purpose or doing something that’s vague and nebulous. I’m giving a list of five tools that I use to accomplish a very specific aim. So it’s very clear what folks are going to get out of this. Super clear. They’re going to get a list of resources. But I don’t even call them resources because even the term resource is too vague. I called them tools.
In fact, here’s a glimpse of what people get when they opt in. Very simple. It’s one page. In fact, this is probably the easiest opt in bribe or lead magnet I’ve ever created, yet opt in rates are so high for this. So again reason #1 is that it’s very clear what’s being given away. And I promise you in your market, in your niche, in your arena, you can create a resource list and perhaps you can list your resource whatever you’re selling is one of the items on the resource list and people go nuts over this list.
Even people who have no intention of looking at it will log in just so they can download this and get the shopping guide for their market. For example, with Golf Magazines, one of the bestselling issues is the 2012 golf buyer’s guide or Cigar Magazine, you know, the top 20 cigars of 2012. These kind of things are very attractive. People know that when they download this, they’re not going to have to wave through tons of reading material in order to benefit from it. They’re going to get instant gratification. So that’s reason #1 why this works.
The second reason why this works so well is that it forces to focus on their copy. When you have a large landing page that requires either a video or lots of copy people have the tendency to over think it. But when you literally have a few lines of text it forces you to get crystal clear about the benefit that people are going to have when they download your free report.
And when you over communicate people all you’re doing is providing the reader more and more opportunities to find fault with what you’re giving away and leave the page. Or, when you provide a lot of text, all you’re doing is requiring the reader to do more work in order to opt in and much of the time this is a bad idea.
Reason #3 why this landing page works. It doesn’t give you room to talk prospect out of opting in. And I have a dating example. Back when I was in college, I remember having a conversation with someone and I wanted their phone number. And I asked them for their phone number and I could tell that they were about to give it to me. But before they gave it to me I ended up talking more because I was nervous. I was talking about when I called them and what kind of activity we could do together and I just went on and on and on.
And I could see their excitement level plummet as I talk more and more. And that’s what most people do with their landing pages. They over communicate. Really when you’re making offers, when you’re doing marketing, your job is to make the offer and then shut up and wait for whoever you’re making the offer to act in one way or another. And this page again requires you to make your offer and then shut up. There’s not a lot of room on this page for you to over explain and create a bunch of excuses for your potential prospect to not opt in.
Reason #4 that this work is that there’s an attractive woman staring at the opt in box. Here’s what I mean. On this page, see where her eyes are pointing. They’re pointing directly at this opt in and you may think this is inconsequential or not effective. But it is absolutely effective. This is a famous eye tracking study where they look at what people saw on a page and what people paid attention to on a page. And this is a heat maps. So red areas are where people are looking predominantly.
And when this baby was facing the reader, the number place that readers look at was the face of the baby, the face of the child. However, when they did a split test and they had this baby looking at the headline and the text people were much more likely to read this text. Same with this attractive woman. She isn’t looking at the viewer. She’s looking at this opt in bribe. And so she is directing people’s attention to the opt in box.
Reason #5 why this works is that it simply good design. People right now are sick of crappy design especially in the internet marketing space where you have people basically using a set of four or five different landing page templates that have blinking arrows and all kinds of just hammer over the head, beating you with the opt in offer. And beautiful design is one way to differentiate yourself from the others. If something looks professional, if something looks credible it is much more likely to be perceived as such and to increase your conversion rate.
So with all of that explained and without further ado here is the template that we’re giving you and somewhere on this page is a download link where you can download this template. We also linked to our own implantation of this template. Now unfortunately we can’t give you this image of this woman looking at this opt in box but you’re welcome to replace this background image with any background image that you choose to use. So you can see you can replace this with your logo. This text is very easily editable. In fact, all the text on this page is right here in this html document.
As you can see this code is html 5 compliant and CSS3 compliant. We’re giving you all the CSS, all the images, and all the html, all zip up in a nice little package. So for example, the heading is the top 20 things that are awesome about awesomeness. You can just replace this with your own text in an html editor. Please enter your email address to get this free report. That this text right here where it says enter a valid email here. That what goes here and download the report. That button. That is this text right here.
So there’s a bunch of stuff that you can modify. We do request that if you can it would really be awesome if you left in this thing that said that this is created by the Marketing Show since we do put a great deal of time and effort not only creating this, coding it, slicing it, doing all that stuff but also explaining this and making this available. It would be awesome if you’re feeling generous. But again we don’t require it. You don’t have to. This is completely un-copyrighted. We claim no responsibility for this.
So to wrap things up I encourage you to download this. Use it in your own business to skyrocket conversion. Use it in your client’s business. Do whatever you feel you need to do with this and I wish you all the best. My name is Clay Collins and thank you so much for watching this episode of the Marketing Show. Take care.