What’s on the iPod: Live and Die by The Avett Brothers
How was the weekend? I’m not yet feeling over my flu/cold/whatever. Still stuffy and a little achy, but it felt good to finally sleep without waking up to cough incessantly.
I spent some time on Friday looking for some sales page strategies. Anne and I are launching a number of new things via the 5 Buck Forum, and I wanted to make sure our sales pages weren’t detracting from our message. What I found was kind of disturbing.
Even the so-called experts write long, boring sales pages.
I will not claim to be the purveyor of all things salesy, but I know what I like to see when considering buying something. I like simple. I like straightforward information that compels me to act.
Yet what’s out there right now….oy.
Here are surefire ways of driving traffic away from your sales pitch:
Long-assed sales pages. Good lord, one ran nearly 3,000 words. I skimmed it because the thought of reading a sizable article bored me at the outset. That’s when I realized the problem with this particular “expert’s” content — nothing, and I mean nothing, jumped out as something I had to buy. This from someone whom other people have said “You have to follow this person’s advice!” Uh, no. Even the subheads were mediocre. I don’t follow — least of all parrot — mediocrity.
Buildups to….nothing. If there are more than two exclamation points, I’m outta there. Why? Because someone is trying to force an emotional response. If your offer is solid, you need only to present it well. The same goes for fonts that change color and size. It looks ridiculous and detracts from your message. And unless your message sucks, that’s not good.
Not enough information. That’s exactly how a message can suck. Sales pages should tell buyers 1) what they’re buying, 2) how much it costs, and 3) what they get for their money. There should be enough information about what you’re selling to be clear. What should be left off — anything not directly related to the offer. That includes pages of prose trying to convince your buyers that you’re special. Your offer (and the strength of it) should convey that instead.
Be trendy. These long-assed, pointless sales pages came into vogue because someone way up the food chain decided it was a perfect idea. Sadly, even experts can make mistakes, and rather than say these pages are mistakes (they are to me, but you may love them), I’d prefer to say they’re trends. Trends go out of vogue just as quickly. Instead of following someone else’s lead, prove you’re a creative person — create your own sales page that rocks. If you follow everyone else, you’re sure not to stand out.
What about online sales tactics or these sales pages doesn’t work for you?