It doesn’t matter who I meet these days…a brand-spanking new beginner to online marketing or a veteran 7-figure marketing goo-roo…they all want to get better results, more sales and get things really rolling in their online business.
What fascinates me about years of building online businesses and helping thousands of others do the same is that it often takes just one little breakthrough to turn a struggling business into a kick-butt, money-generating machine.
I call these breakthroughs “Flipping The Switch” because that is exactly what they do… these are relatively quick changes that make massive differences in traffic, sales and profits in your business.
We share these weekly over at InfoMarketer’sZone, so if you want ’em all and want to keep getting ’em, head over and get started right away.
TWO GIANT “SWITCH FLIPPERS”…
Two of the most powerful switches you can flip in your business (and the most common reasons why people are struggling with poor results right now) are…their website copy (headline, ads, sales page, landing page, etc…) and their product offer.
Let’s start with your copy first…
1. Your Copy Can Always Be Better…And Usually It MUST Be MUCH Better
If you are struggling with results (getting people to take action on your web pages) then your Copy is to blame.
99.9999% of everyone who comes to me with a website, set of sites or particular page or ad that is struggling to get results has extremely BAD copy…that’s bad right?
Not really, on the contrary what this means is that relatively small changes can make huge improvements to their results.
The most common copy issues are:
- Horrible headlines…this is the first place to look, your headline MUST deliver a big promise on helping your reader achieve a desired outcome or transformation in their life…period. It doesn’t need to be cute, cover too many promises, be copied from somewhere else, be short, be long, etc…it simply needs to CONNECT with your audience and promise them a solution/method to help them achieve their biggest desire.
- Page design…proper sales pages do not need to be fancy, but they must be professional, clean, crisp, clearly arranged to put the emphasis on the main selling points and can/should incorporate video. What I see are busy, unprofessional, boring and uninteresting sales pages all over the place
- First few paragraphs…If, by some miracle, the sales page has a good layout and killer headline, the next place you will lose your prospect is in the first few paragraphs. What those first few paragraphs SHOULD contain is an elaboration of the pain your prospect is feeling, a method of bonding with your prospect (so they realize you understand) and hope for what is coming in your sales letter – that YOU have the solution they have been looking for
- Stay Focused…people always ask me, should my sales letter be long or short? My answer is it should be captivating, interesting, fascinating and exciting…the longer you go, the less chance of that happening, but it is possible. Instead of focusing on length, focus on having the right elements like connecting with your reader, taking them on a journey they can understand, tell them why existing information or products haven’t worked and why yours will. Have case studies (short), testimonials and as much proof as you can provide to help them believe
- Clear Offer That Presents Clear Value…I can’t tell you how many times I have gone to sales pages or landing pages, become interested, but couldn’t easily find the action you want me to take. If I have to search, I move on. Simple as that.
My final point on improving your copy…something that really helps me write killer sales pages and improve others is to spend 15-20 minutes writing down everything I can about the thoughts of my typical prospect.
Who are they?
What do they want…and WHY?
Why are they still frustrated after trying different approaches?
What would they REALLY think was cool if you could give it to them?
How else can you help them?
Don’t worry about any other part of your business until you improve your sales page. Once you have sales copy that works the scale of your business will multiply and you have so many more choices around marketing and expansion.
2. Improve Your Product Positioning.
I constantly get asked…is my ebook good enough?
Should I add bonuses? If so, what should they be?
Is my ebook priced at $17 high enough to attract interest, look professional and attract affiliates?
Look, there are typically always ways you can add huge perceived value to your product offering with minimal work on your side.
Here are a few ideas we have put into action with other clients:
- Turned digital information into physical products (with fulfillment centers, it’s quite simple and very profitable)
- Add audio or video component to your ebook. This can be as simple as a couple of telephone interviews that support your content
- Add chapter or section summaries, checklists, exercises, or even work that you will check or comment on for them at the end of each module (This is a great way to turn a $27 product into a $97 or $397+ product) without having to get into 1:1 coaching. I know two of my clients who do this strictly by email and have increased their profits by a factor of 10X over their original product offering
- Tools, templates, spreadsheets…anything you can do to provide the base of a system your prospect can re-use to save them time and get them started putting your information into practice adds tremendous value boost to your overall package
- Back-end membership site…many of my clients move in this direction where they funnel a $47 front-end sale into a $397 back-end sale by bringing your customer into a continuity program like a membership site or monthly update package (newsletter, coaching call, etc…)
When you enhance the value of your package you immediately set yourself aside from your competition, give the market more of what they want, make more profit and attract a new class of partners/affiliates and publicity your way.
Every one of you has the core of a highly profitable information marketing business, these “Flip The Switch” techniques boost those into BIG TIME money generating reality…that’s what you get each week when you sign up to InfoMarketer’sZone today.
