In this video, Clay is going to be taking a LeadPages landing page and critiquing it. This is meant to help all LeadPages customers get ideas and tips on how to improve their LeadPages.
Here’s Clay critique of a name in email capture page for the project management market. By the way, this page was created from the basic squeeze page template inside of LeadPages. Let’s see what Clay has to say about it.
Clay: Get academic studies and plain speak. So this landing page, it looks like you get maybe like a cliff notes version of academic studies, research findings, and quick-to-digest formats for project managers who need to know. Man, there’s a lot of stuff here, and frankly, I don’t know who this is for. For project managers like what are those project managers trying to achieve? What’s their pain point? I would speak to outcomes here. I would speak to like specific verifiable outcomes.
So studies. What kind of academic studies like are they going to be relevant? I would really appeal to what people’s main frustrations are. So people’s main frustrations are that they can’t get everyone on the team that they’re managing to like buy into it or take ownership, then I would say, “Opt in right now to get five summaries of the best research and reports on getting your team to invest in what you’re doing, take ownership and ship on time,” Something like that. So I would list the number of summaries that they’re going to get and I would speak to exactly what outcome they’re going to get by opting in here.
So this, to me, is a little vague. The test that I like to apply, I’ve heard someone call it the pillow talk test, right. So what’s really good is if you’re using the exact same language that your market is using. So most project managers don’t stay around and say’ “Man’ I really wish I had research findings and quick-to-digest formats for project managers like me who need to know, right?” They don’t really say, “Hey, I just want academic studies and plain speak.” They might say, “Damn it, I just want my team to finally for once in my life ship this product on time.” Right? That’s what they might say. They might say, “We arrived at a budget for this project, and every single time, it’s like two times what they say it’s going to cost. I’d wish like for the love of everything that is good and righteous in this world, I wish that we could deliver this project on and according to our budget,” right?
So then that’s what this should this be about is whenever someone says in frustration I just wish blank, whatever they say in that blank is what should be here. So I think we have – You know, you have some good ideas about what should be here, and you’re going to know project managers better than I do. I just recommend that you be a lot more focused. There’s something here about probably the reality of your situation. It looks like what you’re delivering is a brief that is delivered at 7 AM on Mondays, right? So you might be saying, “Hey, you know, I can’t tell them what the five reports are going to be. They’re going to get a new one every Monday. I’d like to just talk a little bit about what folks have learned from the subscription business.”
There are various newsletters subscription companies that sell like financial newsletters or retirement planning newsletters. The financial newsletters business is huge, right? You got like Motley Fool and [0:03:20] Agora, you know, and a bunch of the companies that do this, and what they’ve learned is that people don’t subscribe to newsletters because generally speaking, they want the newsletter itself. They usually subscribe because you’re selling some sort of premium, right? So you might have some report that you’re giving away that if you’re in the financial newsletter business, you might have some report that you’re giving away called the Five Stocks That You Need At The Bedrock Of Your Retirement Plan Right Now, and then you go into analysis of each of the stocks or whatever, right?
So you’ve got some like thing that you’re selling. And when people buy that, they get a newsletter subscription as part of it, but the way you sell subscription is by selling the premium, right? The premium is like whatever you’re dangling in front of them is the thing they’re going to get. So you sell the premium and then people continue to get the subscription because it’s useful and because it came with whatever they’re getting initially and it’s the same with opt-ins. You know, I’ll give you an example on the Marketing Show. What you see here, it doesn’t say, you know, get a downloadable landing page template every single week even though that’s what we do many weeks as we give away landing page templates. It doesn’t say that. It says get these eight landing page templates and then we show them to folks, right? So people are opting in because they want these eight. We’ve tried saying, “Hey, get updates to the Marketing Show, and we give away this, this, and that in each episode, and that doesn’t work as well as saying download these eight. So that’s the kind of approach I would take to this.
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