James And I Go To War [With A Landing Page]

Clay: Hello everyone, my name is Clay Collins.

James: I’m James Lepine.

Clay: And this is the Marketing Show. In this episode, we’re going to be sitting way too close to each other. James is going to be drinking some marginal beer, and we’re going to be reviewing some marketing materials. That’s what you have to look forward to in this episode of the marketing Show.

James: All right, so what are we going to talk about today?

Clay: Okay, so in the Marketing Program, we recently started offering as, you know, to members of the Marketing Program reviews of folk’s marketing materials, and we asked in our little community of people who do marketing, we asked them if they’d like us to review any material, and we got a number of responses and instead of just reviewing this material inside of the website, we thought it would be fun to take a marketing show and take one of the pieces that was submitted for review and review it here today. So that’s what we’re going to be doing. So James, what do you like about this page?

Marketing Reviews: Examples Of Landing Pages

James: Yeah, so one of the things that I like just as soon as you look at it, you know it’s a clean website design. It looks like he’s using Optimize Press so it’s just very clean and very clear. I like that. What do you think?

Clay: Yeah, there’s a clear call-to-action. There are arrows here. You generally get a sense of what you’re supposed to do. Enter your name, enter your e-mail address. So I really like that. I like that he included some testimonials. And I like that there is a very clear call-to-action. At the bottom it says you get started immediately. Just enter your name and e-mail address in the boxes on the right of this page and click to get instant access button.

That’s something that you should always do. If you have a sales page, for example, you should say ‘Click add to cart.’ On the next page, you’ll be asked for your credit card details. Enter them and then click ‘Buy.’ After that, you’ll be taken to a page where you can download your software or get your book or whatever you’re doing. So I like that he did that. What are some areas where you think he could improve?

James: Yeah, well, if you watched the last episode of the Marketing Show, you saw that we talked about one of the things that you don’t want to do on your squeeze page is ask for someone’s first name. Clay, you want to tell him a little bit about why you may only ask for the e-mail address?

Clay: Yeah, so generally speaking, the more fields that you ask for on an opt-in page or on any form in general, the more fields that you ask to be completed, the lower your conversion rates. So I know a lot of people like to ask for the first name so that in e-mails they can say, “Hey, Bob,” or “Hey, Jane,” or whatever… the truth is that that personalization isn’t as effective as it used to be. It’s not like 1995 anymore. Folks know that they’re on your list. They know that you’re not writing directly to them.

And so you’re not fooling anyone by using their first name. And often, people put, you know, Joe Schmoe or whatever in the first name or just stuff to be funny, and when they get an e-mail that says Joe Schmoe, it tips them off to the fact that, you know, just reinforces and reminds them that they’re getting a bulk e-mail, which they already know anyway. But he’s going to get a higher opt-in rate if we take out the first name.

We recently tested this on our webinar squeeze pages. We used to asked for first name, last name, and e-mail address to register for a webinar, and now, we just ask for the e-mail address, and that increased the opt-in rate to our webinar sales page by about 5%. Now that’s not nothing, but with the kind of all you’re doing, that’s going to result in tens of thousands of dollars if not hundreds of thousands of dollars over the long haul. So that’s something that we’ve done. That’s something I suggest he do. How else do you think he can improve?

James: So some other small things. Yeah, we’ll get into the meat of what he needs to change here shortly, but I would also say that maybe adding pictures. He does have the testimonials at the bottom which is great, but if you have a picture, if someone can see another real person who has benefited from what you’re offering that really helps, and maybe put where they’re from. Like I said, I think it’s great that he has the full name here. Some people just have like kind of initials going on or something, but yeah, I think a picture would help down here.

Clay: And he could highlight the testimonials as well. It’s good to have – I like this textual variation so you can see that some stuff is bolded, some stuff is not. It’s good to have that textual variation that really drives people’s eye down the page if stuff looks different. If they just see a big blob of text, often, that text isn’t going to be consumed but he could certainly do that with the testimonials here, maybe have those in a yellow box. It doesn’t have to be, you know, obnoxious yellow highlighter, but just sort of like a general box around it or some quotes that you can see that just mark that this is a different type of information than the information in the bullet points. That would help.

Another thing that would help is if he had a picture of the free vision setting template. So something that you’ll see often is that when someone is selling an e-book or giving away a digital download on the page where that’s being given away, you will see kind of a 3D representation of that. So someone selling e-book often on the sales page, you’ll see like a 3D representation of that e-book with a nice cover and style.

James: So how do you make one of those?

Clay: And it just – It makes it seem more real.

James: Yeah, it does.

Clay: So when you have those types of things on your page, it boosts conversion rates. And there is a software called Auto Cover Generator, and it creates, you know, pictures of CDs, pictures of books, pictures of Reno reports, membership cards. It basically creates 3D representations of all these digital stuff that we sell online, and so, he would get a better opt-in rate if he had a picture of that template or of that report or something that people could physically see what they’re getting, or there’s something that creates desire, you know.

James: Right, some kind of preview, some kind of yeah, here’s what you’re about to get.

Clay: Right.

James: Totally. Let’s see some of the bigger things.

Clay: Absolutely. So here’s – Now, we’re going to get deep. We’re going over some superficial things and these things can certainly increase the opt-in rate, but now, we’re going to go for like the big guns. How do you really take this to the next level?

James: Better get it right, uh-huh. Right.

Clay: He’s drinking on behalf of Lauchlan.

James: Yeah.

Clay: No, this is actually – This is a wonderful start Lauchlan. So the first step is that I really don’t know who this is for, and you know, whenever you’re in a selling situation, please know that the number one question people want to address is, is this for me.

James: Totally true.

Clay: Right?

James: Yup.

Clay: So Sally, who’s a life coach living in Illinois who’s 45 is reading this, and she’s saying is this for female life coaches in their 40s from Illinois?

James: Right.

Clay: You know, like specifically, is it for me? Now they don’t think of it in a way that I just broke it down, but people are much more – And study after study has confirmed this. People generally don’t have an idea of what their goals are, but they do have a sense of who they are.

James: They are, right.

Clay: Right? So there’s a famous split test where folks were presented with two options. One was I’m a professional marketer with clients versus I have a business, right? Those were the two options and folks click over one. So that was the role base option. I am this or I am that versus – The other version of the split test was I have this goal or I have another goal. And folks generally participated and purchased things that were for them even now in a lot of cases they didn’t know what their goals were.

So we really don’t get a sense here of who this is for. The most we know is that it’s for someone who has a business. And you know, there are a lot of products that work for people in every single kind of business possible, right, but you’re going to have a very difficult time marketing to those people if you don’t call them out explicitly. If you go to like the medicine isle in Walgreen’s, you’ll see that there is Tylenol PM, there’s Tylenol AM, there’s, you know, Migraine Tylenol. There’s all of these different types of Tylenol and they basically all have the same active ingredients.

But when they started branding them in these different ways, people could say, you know, yes, this is for me. I have a migraine. You know, I identify as someone who has a migraine. I’m buying this. Yes, I’m having trouble sleeping at night. And so conversion rates went up even though they were basically buying the same medication. And so while it might be true that this can be applied to anyone, he needs to pick a specific market and target to people in that market.

These people with lawn care businesses, people with bowling alleys. Who is this going to help specifically? That needs to be addressed. And if his products is going to help people across a number of different industries, he should create, you know, 10 different versions of the squeeze page so he can speak specifically to the needs of the people in that industry.

The second thing that’s sort of missing from here is language that matches the way real people talk. No one goes around saying, “Gee, I’m really looking for a vision setting template,” like have you ever heard someone say, “You know what, I’m really just looking for a vision setting template.

James: I haven’t heard that. Uh-uh.

Clay: It’s what I’m looking for.”

James: No.

Clay: Or, you know, I’ve never heard anyone say like I’m looking to grow my business with focused business goals.

James: Yeah.

Clay: Right? They do say things like you know, I’d like to cut my hours in half. And I really need this business to be profitable, right? They say things like I’d like to get to six figures this year or I’d like to get to seven figures this year. So this is something Kevin Nations calls the pillow talk test. People don’t speak to each other in these terms, and so your marketing should match sort of the water cooler talk or just it should match everyday language. So if Lauchlan finds that his target market is going around saying, you know, I really need to get ten more clients this year, then that’s what the report should be, how to get ten new clients this year.

Or if Lauchlan finds that people are saying, you know, I’m just extremely frustrated because my vendors aren’t working with me. I can’t identify and locate the right vendors. I’m paying too much. And my margins aren’t as high, it needs, you know – And my margins aren’t as high as they need to be. The report should say, you know, how to get better vendors and get better margins so that you can make your retail business more profitable. It needs to absolutely match up with the language that folks are using.

James: We want to market to that ‘it’ right? That’s something that you talk about. What is their ‘it?’ So what is that thing that they’re looking for? The vision setting template may get someone ten more clients, but if you’re not saying hey, this is going to get you ten more clients, right, if you’re just calling it a vision setting template which is what you want to call it, then that’s not going to be as effective. People aren’t going to opt in.

Clay: Right. So you need to basically have two things here in this headline on the squeeze page. You need to have some mention of who the person is. And that main goal that they’re looking to achieve. So like let’s say it’s the lawn care business, right? So it should be like grow your lawn care business in 2012 so that you can double your revenues this year and cut the number of hours that you’re working in half.

James: There you go.

Clay: Some version of that, who they are, and what their goal is in their language, and using the terms that they use to self identify, right. So one thing that I see people doing all the time is saying, attention, small business owners, you know. Now is time to capitalize on like whatever, but the thing is that most small business owners don’t go around calling themselves small business owner like…

James: Right, right.

Clay: …James, what do you do for a living?

James: I’m a small business owner.

Clay: Yeah.

James: Yeah, right.

Clay: People don’t talk like that so you need to use the language that they’re using. You know what, I want to just talk about how maybe I would rewrite this headline. So instead of grow your business fast in 2012 with focused business goals using this free vision setting template, you could potentially say take your lawn care business to seven figures in 2012 by implementing this 12-step business growth plan over the next 12 months, something like that, but it absolutely must target what they’re doing. Another thing I’d add to this is that, you know, the same kinds of mistakes that are being made in the headline are being made in…

James: The bullet points.

Clay: …in the bullet points as well.

James: Yeah.

Clay: So for example, you know, let’s take this one bullet point here. Enter 2012 with a clear vision that will let you move ahead of your competition and create the results that you want in your business and your life. What’s difficult about saying things like this will get you the results that you want in your business in your life is that most people know what their frustrations are. They know what pisses them off. They know what they’re worried about, but they don’t instantly know what their goals are. So if you say to them here’s something that’s going to help you get your goals that doesn’t create a lot of desire because they don’t know what their goals are.

James: They want you to tell them what their goals are, right?

Clay: Right.

James: So here’s what will take you to six figures.

Clay: Right.

James: And then they go, okay, there is my goal.

Clay: Right.

James: But if you say what are your goals, they’re not going to be able to answer that question.

Clay: Right. And it’s just not believable like if you were creating a travel guidebook that said a guide to traveling around that country that you really want to go to this summer, right?

James: Right.

Clay: Like no one’s going to buy that book. They want the book that says a guide to Portugal, right?

James: Yup, yup.

Clay: A guide to Lisbon, and all the best restaurants in Lisbon. Not a guide to all the kinds of restaurants that you typically would like to go to in that country that you’ve wanted to go to for a long time. So you absolutely need to tell them it’s exactly what they’re getting. Now when you speak to someone specifically and you talk about the specific outcome that you’re going to get, you are eliminating a lot of people, right?

James: Yeah, yup.

Clay: Because people who might read this who don’t have lawn care businesses or who might not want to go to Portugal, however, the conversion rate is going to be much, much higher because every single one of the people who match up with this Avatar, at least a huge percentage of the people that match up with the Avatar he is targeting are going to opt in.

James: Yup, yup.

Clay: Got anything else?

James: No, I think that’s it. You know, I think we should close by saying that you’re off to a great start here Lauchlan and I hope that these suggestions help, and chime in on our group, you know, if you need updates and if you need more feedback.

Clay: Yeah. I mean we’re marketing nerds so the truth is that we could take any piece of our own marketing and our own copy, and probably refine it for at least an hour. In fact, we do want a daily basis. So you know, the depth of our comments here isn’t saying that this is horrible although there is a lot of improvement. My guess is that this isn’t getting higher than a 10% opt-in rate on cold traffic right now. And you’re going to want to get that a little bit higher if this is going to convert and probably bring in the level of income that you’re looking to achieve and to build your list as quickly as you want to build it.

James: Yup, yeah. All right, so that wraps it up for today’s Marketing Show. Thank you so much for watching. It’s a pleasure to be here with you every week. If you enjoyed this, please share it with your friends. Show it on Twitter, Facebook, and pass on the love, and pass on the lessons and the work that we’re doing here together. It’s an honor to be here with you and we’ll see you next week.

Clay: Hey, see you next week. I don’t know if James will be here drinking bud lite…

James: Drinking my platinum.

Clay: …drinking platinum, but we’ll try and hook it up. Let us know if you like this double team thing…

James: Yup.

Clay: …and we’ll try and send you more. Thanks so much. Take care.

  • tomshark

    Definitely like the two heads is better than one format because it makes it more conversational and fun. James could probably make it as an actor.

  • Jack

    Clsy i love your new show always take away tips and tricks.
    the duo format  should work because everyone gets bored,  establish your visitors credibility very early on.  i actually only like james closing statement

    tip # one background… place a  simple poster over clays (host) left shoulder with theme of the shoe or product of the day/week  ie.  free marketing review for best comments! (like mine. lol)

    tip # two
      show your before and after,  maybe grade like a teacher.  everyone had a teacher that graded their page!!  makes your comments very visual as you suggest landing and squeeze pages should be.
    tip # three  either ditch the beer or make a sign for it and say brought to you by  xxxxxxxxx
    but really brutally honest here…. turn dowwn the sound and watch the video
     clay  clean neat honest looking well groomed  good hand gestures.
    james   wrinlked shirt, beer in front,  somewhat glassy eyes (that def stretching it)
          looks like my college roommate  thats late for glass and still has last nights beer…
    clean him up and give him one more chance    only because of the closing

    James    ”  your  NOT fired”     no leave my board room!!   

    thank you mr trump!

    Dr Jack

    • Thanks for the suggestions, Dr. Jack.

      •  I respect your opinions, Dr. Jack.  For my taste however, I disagree.  To me, James comes off as real and authentic, very relatable.  This show is totally unique and different from pretty much everything else out there, including the raw background, which is a huge draw in my eyes.  I often say “being different is sometimes better than being better.”  In this case, I think you guys are different AND better.

        • Sean! This means a lot to James and I.  Thank you.

          • I totally like the format; just wished James would talk more :-).  Sorry Dr. Jack. I’m working on starting a show and this is the format I’m considering; just need a sidekick hehe.

          • I also agree, James doesn’t need to change anything. 

  • yum Platnum, the packaging conveys expensive beer, the beer says it should be only served in a brown paper bag.  

    Hey Chris & James, great stuff….

    I’d like to add to your targeting for the visitor. There is a pretty cool tool out there to do this to multiple segments on one page. http://getbackstory.com/howitworks2

    I’ve played with optimize press. My concern is that is has begun to run it’s course and conversions are slowing as a result of the users past experiences with similar looking pages for perhaps poor product offerings. Spent some time contemplating the layout but decided it wasn’t conducive to my brand. Just an observation. 

    I operate in a unique field, so maybe this would be a new one for you, maybe not. I have a few points I’d like to make about my LP but it’s probably better that I let you land cold. Great show guys, thanks! 


    • Thanks, Michael.  Nice page.  We’ll do our best to review it.

  • tommo_montana

    Hey @claycollins:disqus ,

    We market email marketing software. It’s challenging and there are some differences because it’s B2B, but I’d love/hate for you to pick apart our landing pages, PPC, site, etc.

    I work at a small company, and we do some things extremely well, such as how people think we’re a big company based on our web presence and SEO, and we get excellent conversions because we deliver excellent service; but other things … well, we do them like the small company that we are, and I see huge opportunities for refinement.



    • So glad you’d “love/hate” our potential review 🙂 We’re compiling a list right now of materials.  We’ve got some clients in the queue but hopefully we’ll get around to your home page.  It looks like you’ve put a lot of thought into it.

      • tommo_montana

        Hey Clay,
        Thanks for getting back!
        In your comment you mentioned looking at our homepage, but…
        I have a much juicier landing page for you to review:

        We show this in remarketing to visitors who have visited our site but not signed up for a free account yet.
        This has healthy conversions, but it’s ugly, and I think it could easily double if you picked it apart and suggested improvements.

        Users come to this page from Adwords, clicking on a banner just like the “email marketing to make you smile” banner across the top.

        Goal: to get person to sign up for a free account
        Meta-goal: the person later upgrades to paid level.
        We don’t do ‘free trials’, but essentially people can try a freemium account with a few subscribers and see how the system works, how good our support is, and then make an informed decision.


  • Leonidt1985

    Great show and you two make a great team!!

    I really agree about the fact that sometimes we “don’t speak in the language that our customers do”….and that is a very powerful point to address in itself.

    I think that people really do know more about who they are rather than what they want…But at the same time its difficult to formulate a heading that address what you need and establish your personality, that is not too much of a run-on sentence…Should the headline be that long?

    Overall really great stuff…

    I have membership website that I started 2 years ago where I teach people how to dance online.
    I upload at least 2 dance lessons every month. I have both free and premium membership accounts for people. But my conversions are not as high right now…

    Perhaps you can review my sales page:

  • Jeff

    Clay, loved the show today! You guys killed it. I read below a comment that said to basically “clean up” your show, with a better background and unwrinkled shirts, etc. I agree with Sean Smith; keep it raw and real! I’d rather watch two guys havin fun drinking beers dissecting a product than a prerehearsed show with a classroom type setting any day.

    Btw, my optin page I’d like you to tear apart is: 

    Thanks guys

  • My gears are really turning after watching this episode. Thank you!

    My business targets mindful mamas who struggle to use gentle discipline techniques, set clear boundaries, and reduce tantrums while maintaining connection with their child/ren. My target market wants real usable suggestions that they can implement today that will increase cooperation and give them more peace and relaxation when they are at home with their kids.

    I have the tips, tools, and coaching expertise, but have very little success marketing to this group. I need your help!

    I am in the middle of a complete redesign of my homepage but would love some help with the new copy that will go up there.

    Here’s an example of what I’m thinking for one of three boxes on the home page:

    What I do:

    Coaching- Become the parent you most
    want to be! Reduce or eliminate tantrums, increase cooperation, empower your
    kids and enjoy parenting more. I offer practical solutions to everyday parenting
    challenges that really work. Click here to learn more…

    My favorite part of this episode was how clearly you guys let me know that it is CRUCIAL that I speak directly to my target market in language that THEY THEMSELVES use to  describe their circumstances. Maybe it’s time to survey my list again!

    Thanks for another great episode! Warmly, Shelly

  • Great show guys!

    I really enjoyed all of the in-depth content. I really like what you guys said about communicating with the customer in the way that they would communicate…this will certainly establish a connection with them!

    I also like what you guys said about having the headline give a benefit and also speak to “your targeted” personality…But I guess my question is how can you make the headline short and sweet and cover all that info…Won’t it be a run-on sentence all the time??

    My site is http://www.passion4dancing.com – It is a membership website where I teach people how to dance online. We upload 1-2 new dance lessons every month and we have articles and forums as well. The one thing I am currently working on is how to upgrade people from free membership to premium membership…Its always puzzling how to get them to pay!

    I would love it if you review my sales page with all the membership plans:


  • Jaxi

    I really enjoy James joining you – keep doing!  

    This was very helpful – especially the reminder of ‘using their language’ when writing. You see soooo much marketing material that is written the way Laughlin did it here (which is no fault to him – he was probably studying other marketing to get ideas how to word/phrase/create his)The one thing I would suggest is: I think the call to action at the bottom of the page gets lost in all the other words. It’s not written in any different font or even bolded. And if someone is quickly just scrolling the page to see what is at the bottom – the call to action should jump out more. So he should either bold it , make it a larger font,  or put that in a box of some type and maybe center it so it grabs the reader. 

    • Thanks for the feedback, Jaxi.  And for your insights.

    • Lauchlan Mackinnon

      Thanks so much for the idea Jaxi. 

      Also what would you or Clay or James think about maybe adding another optin box below the fold at the bottom?

  • Lauchlan Mackinnon

    Hi Clay and James – thank you so much for choosing my landing page for such an extended review! I really appreciated the focus from both of you, and I have already started making changes. 🙂

    I have put the testimonials in to testimonial boxes using OptimizePress’s short codes. I have changed the headlines, and I completely rewrote the copy from scratch to focus on a target market (my problem was in November I didn’t know who the target market was, now I do). Hopefully this new copy is in more ‘real’ language!

    I will create an ebook cover and add that in as well at some stage soon.

    My only concern with the new page is that it may be a little long now, I would really value your thoughts on the update if you have a few seconds for it. It’s at the same URL.

    Is it ok if I post the URL for the page here, so other people can comment on the changes I make as I update the page based on your advice? (incidentally perhaps another thing I should do for it is probably to move it to another domain that more reflects the benefit of what I’m giving away)

    Thanks again for your review, it was tremendously helpful and I really appreciate it!

    PS I like the dual presenter format at the moment. I think the ideal for me would be to mix it up – perhaps have a few sessions with you and James doing reviews, have another series of sessions where you teach or share a new concept, have another one with a template, etc and then later some more reviews … would keep it very fresh.

    PPS To add to the suggestions someone was making for the set, I think it’s great the way it is, but it does strike me that if you put a green screen on the back wall you could have a lot of fun …. you could put up whatever you like behind you, from the wall as it is to a beach to a newsroom to whatever. I don’t know of that would add much but it might be fun to do!

    • Lauchlan Mackinnon

      Hi Clay, this is probably a whole other long topic, but when you don’t collect the first name when people optin then what styles do you recommend to converse with the list in your emails?

      I know Frank Kern does the same thing (only collects email) and deliberately keeps it very casual, e.g. it might look like


      so here’s the deal. I could write this long marketing email but you don’t want that and I can’t be bothered writing one, so let’s both cut to the chase – you want to get more optins and I just wrote a long in depth content filed article on how to do just that.

      I gotta get to the beach now so here’s _the link_

      Don’t forget to opt in at _the link_. Go there now.


      or something like that. Apologies to Frank if I misrepresented him in any way. But short. Super casual. In his target market’s language and style.

      But we’re not all Frank … what are some of the other good ways to converse with the list if you don’t collect their name?

      • Lauchlan . . . let’s talk during this week’s Marketing Program mentorship call.

        • Lauchlan Mackinnon

          Hi Clay, I couldn’t make this week’s time but will try to touch base on a future mentorship call 🙂

    • Really awesome that you’ve started implementing.  You’ve got a great start.

  • So are you getting more quality leads with that 5% increase though?  I get my users saying they appreciate the fact that their names are used in the e-mails I send them.

    • Kerwin . . . yes, the folks who opted in are saying that they liked it.  Of course, you never have the opportunity to hear from the 5% that never opted in.  It’s kind of a self-selecting group in that sense.

  • Oscar Pedroso

    This is all awesome information! I’ve been tweaking my landing page for months now and I’m always unsure about what to change.  The truth is that it’s a work in progress! For me, I’m always trying to nail the language, call to action buttons, and presentation.  It’s definitely a journey but someday I’ll get it right! 

    My site is for MBA applicants applying to top business schools. I give applicants a cheaper alternative to hiring academic consultants who normally charge thousands for essay editing. I give a lot of this information in my essay guide that I currently sell. It’s definitely a challenge to sell an eBook. But I’m persistent.  Feel free to check it out at MBAwritersblock.com

    Thanks for the info guys!Oscar

  • Franco

    Fellas… I discovered you after your interview on Rise To the Top the other day and have been eating up your stuff ever since, so thanks.

    My website is geared toward high school kids (and their parents and coaches), but I try to write simply and with humor when possible. I am in the process of coming out with my first product and loved what you said about asking what the readers (potential clients) will be saying. The light bulb immediately went off when you said that and I think I’ve got a good answer.

    I would love for you to review my marketing materials. Are you only referring to squeeze pages (I’m still in the process of creating mine)? Hopefully I’m not misunderstanding what you’re looking for, but I’d love for you to review my website and break it down from the marketing perspective.

    My website is a free resource for aspiring baseball players that want to play at the next level (and I’m just about to come out with my first product): http://www.nextlevelballplayer.com/

    Thanks in advance. I really appreciate the info (Or else I wouldn’t be writing this at 230am after working my day job all day).


  • Clay and James,

    I’ve been watching the Marketing Show since the beginning.  Thank you so much for all the value and solid marketing education you deliver on a consistent basis.  You’ve got real talent for condensing high value ideas, and lots of them in a single episode.  Thank You.

    It’s great having James on the show.   It’s nice to have 2 different personalities.

    I liked your metaphor about travel guides.  Brilliant.  Also thanks for shining the light on the power of identity based marketing as a priority for engagement over tactics and general pain points.

    PLEASE critique my partner and I’s squeeze page on your show.  Be ruthless:


    We’re old buddies who met working in Alaska, and we’re working hard to combine our strengths into an info product business.  He’s a badass woodworker, and I’ve got the web design/ video / marketing skils.  We’re selling video training + PDFs Woodworking Project Training.  The first category we’re releasing is for expectant fathers (cradle, crib, toy box, diaper changing table). 

    The project is new, and we’re building the product based on feedback from our target market – “Weekend-Warriors Types who hate their desk jobs and long to build cool things with their hands on the weekend.

    We need a review from you and James because we don’t have an established list, but believe our market to be hungry based on our own limited connections in our target market and on the obvious success of a similar product,  “Ted’s Woodworking Plans” in clickbank.

    Let us know what you think of the sales copy text and please critique the short opt-in video.

    Much appreciated.


    -Chris and Sean

  • Julia Widdop

    When you talked about who this is for that struck a nerve with me. I have two different markets I want to target. I’d like to get my stuff reviewed

    • Yeah, it’s almost impossible to effectively market to two different marketing avatars with one marketing piece.

  • Juliawiddop

    I like the double team.

  • Hi Clay and Andy,

    Great review!    I love the part about everyday language.  I learned a lot and have implemented and almost completely redone my page.  I would thrilled if you would consider my page for the marketing show!



    PS: I also like the double team.

  • Maria Alaniz

    Dear James and Clay, That is a very good video with useful information for any marketer.

    Thank you.
    Our studio in Tecalpulco Guerrero has produced videos so when I say I admire the way your video is effective in communicating ideas without wasting the viewer’s time, then you will know this is a professional opinion.  Here is a short video we made – starring me! http://youtu.be/khBQQSCJZb8

    We know the weakness of our How To Make Good Money With Jewelry video (correspondingly, this is the great strength of your own video).  It is that we are jewelry designers and producers, and we do NOT know how to sell jewelry in the United States.  Therefore we pretty-up our production with marimba music to obscure the fact that the script is so weak.  This demonstrates the fact that two geeky guys can produce an infinitely more valuable final product than can a single cute female, since it is NO exaggeration to admit that our videos have never been profitable, not even a penny.So, please, do not review our videos since we already know that they are weak, since we do NOT know what we are talking about. Please, you would be kind, and we will appreciate, your review of our on-line catalog. Our studio coded this catalog. designed it, and made all the images.   It works in any number of languages and currencies and the price is displayed as a multiple of the production cost factors. This is because, as producers, we are not interested in selling at high margins.  We want to sell at 30-50% over cost (labor + materials) because the primary mission of the local craftswomen’ cooperative is to generate employment so the men of our villages will return from the United States.  The link where I am sending you is set at three times production cost; this is a price that we make for the small and medium retailers in the USA, Europe, and Canada, etc.

    Kindly review our Artisan Direct Distribution Catalog & Shopping Cart for its user interface. I am really excited about this opportunity, because you guys are so smart and qualified in internet marketing. Here it is: http://artcamp.com.mx/shopping-cart/  In advance, thanks you both.Maria A

  • Franco

    Hey Clay. Did my comment i left last night not show up?


    • Hum .  .  . I don’t see it, and we didn’t delete it or anything like that.

      • Clay and James,

        I don’t see my comment from last night either.

        I’ll recap here.  Love your show.  Having 2 personalities is nice.  James is a great addition.

        Listen.  Here’s the deal.  My good buddy Sean and I met in Alaska.  We’re building an info product business around woodworking project training videos/pdfs.  He’s the woodworker, I’m the web guy.

        We’d be honored if you and James would critique our squeeze page.  Be ruthless.  


        Thanks for adding so much value in your show!  We appreciate it. 


        Chris and Sean

  • Franco

    Clay- We’ll give this one more try. I thought I left a long message last night. The gist:

    I’m in the process of coming out with my first product and am in the middle of making the squeeze page. When you guys were talking about getting into the mind of the potential client some things clicked. It’s something that I know, but is easy to forget. It’s tempting to right the sales pitch for myself instead of my potential clients.

    I’d love for you guys to review the marketing for my blog. Hopefully I understand what you are asking for as I currently don’t have a squeeze page, but would love some feedback on the opt in marketing and visual look of my blog: http://www.nextlevelballplayer.com/

    I’ve been eating up your marketing stuff since I found you on The Rise to The Top. Really appreciate all the good stuff.



    • Your one the list.  And thanks for the kind words, Franco.

      • Franco

        Thanks Clay… And I’d like to take a quick minute to correct my spelling of right to write… That’s not cool on comment sections or squeeze pages!

  • Clay, My comment keeps getting ghosted.  This is the 3rs and final try.

    Love your show.  I’ve been with you for a long time.  James is awesome.  2 personalities is great.

    Bring the marketing critique guns out on our squeeze page.  We really appreciate  your input.

    My buddy Sean’s the woodworker.  I’m the web guy.



    • So glad you enjoy this, Chris.  We’ll add your stuff to the list.  Any idea why your comment is getting ghosted?

      •  Clay,  I think it was from using the “+ image” option in the comment box. 

        • Hum . . . didn’t know that would have an effect.  Thanks for the feedback.

  • Great episode. I especially liked the focus on using the language of the target group. I have a lot to learn from that. Cheers guys!

    • Hi Elvind.  This is a standard YouTube video, and no one else has reported a sound problem.  I’m sorry sorry about this.  Maybe try rebooting your computer? 🙂

      • Hi Clay – yeah I worked it out (as you may see from my edited comment above). I was using Firefox and all other Youtube videos had audio. But not this one. I random tech problem that worked itself out when opening it in another browser!


  • hey clay, when do we find out who are the lucky 8 🙂

    • Heh. Great question.  In about 2 months we’ll start releasing the reviews.  I guess folks will find out when the reviews come out :-).  I’m 90% sure we’ll review your site.  It’s a good example of stuff done right.  But of course we’ll have some suggestions for improvement as well.

  • Hey guys.  I know I’m a little late, but I’d love to get your feedback on this optin page for my new project.  There are a few features I’m on the fence about, and want to hear your thoughts.  Thanks.  http://www.elitecoachingtraining.com/elite-coach/ — oops, this is Sean. But I realized afterward that my wife was logged in to FB on this computer. Sorry! ~Sean Smith