Marketing – Page 66

Better Website Conversion Tips – Part 4

Better Conversion Tip #4 – Add Captions to All Your Photos

When people read editorials and articles, they tend to read the captions under the photos.

The same will happen in your sales letter. So each and every photo should have a caption under it.

If it’s a picture of your product, the caption can be an additional call to action (e.g. “Get Yours Today!”).

If it’s a photo of a person, add a relevant caption, but every caption should provide some call to action.

Remember, if it doesn’t advance the sale, get rid of it or replace it with something that does.

Caption Example:

Steak: Food For Kings

Better Caption Example:

Cook Juicy Steaks Like This Every Month...Have Them Delivered Right To Your Doorstep

One further refinement is to make the caption a clickable link that takes the visitor right to your order page.

Oops! How NOT To Use Celebs Like Naomi Campbell In Your Marketing

There are a couple of ways you can use celebrities and other recognised figures in your marketing without having to pay them.

Firstly, if you’ve learned something from them, or they’ve inspired you in some way, or there is some lesson that you can draw from their actions (could be positive or negative…think Charlie Sheen of late)…

…then it’s OK to mention that. And the benefit to you is that when you mention their name, you’re more likely to attract attention.

Example, something like…

“What I Learned About Marketing From Barack Obama.”

Secondly, if a celebrity or authority figure is on record as saying something related to your product or service that can be interpreted as being supportive of that product or service in general, then again you can use that. You need to be careful with this…you can’t say they endorse your specific product or service (unless they actually do, of course).

Now, I see that chocolate maker Cadbury has landed themselves in hot water over an ad where they make reference to celebrity and fashion model Naomi Campbell…

“Cadbury Apologises Over Naomi Campbell Advert”.

The offending line was…

[Read more…]

Better Website Conversion Tips – Part 2 and Part 3

Here are the next 2 tips in my “Better Website Conversion Tips” series…

Better Conversion Tip #2 – Periodically Test Your Site

This might sound obvious, but stuff happens with websites. Hosting companies can have problems, your site can get hacked (happened to me with this site)…there are many reasons why your site might be down.

And if the site is down, then you won’t be taking too many orders.

So take a look at your site on a regular basis to check everything is OK or have a test service in place to do it for you.

Next…

Better Conversion Tip #3 – Watch Your Outbound Links

[Read more…]

Drayton Bird On What Makes A Good Newsletter

I do a fair amount of work with clients on newsletters and there’s a lot more that goes into making a successful newsletter than simply the content.

Like any marketing exercise, a considerable amount of thought needs to go in to understanding and providing what the reader actually wants so that they will continue to subscribe.

And that applies to free newsletters as much as paid subscriptions.

I’ve mentioned my good mate copywriter Pete Godfrey and his newsletter before (details at “Pete Godfrey’s Emotional Ad Writing & Marketing Letter”). I subscribe to that as much for the lessons in how to structure and market a newsletter as for the content itself.

And here’s a short article from the great Drayton Bird about some of the lessons he has learned over the years about newsletters…

*****

First, a confession…

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Better Website Conversion Tips – Part 1

This is the first in a series of posts that aim to provide you with useful tips and strategies to improve your conversion results on your website, in particular from landing pages.

It’s not much good getting traffic to your website if, once there, the visitor doesn’t take the action that you want them to take.

If you’re an experienced online marketer it’s likely that some of these techniques will be familiar to you. However, it’s putting them into practice that will make the difference to your results and the bottom line.

As with all direct response marketing, the key to getting the best results is to TEST. All the tips and strategies I’m going to share with you have been field tested and proven to work.

BUT they haven’t been tested for your unique circumstances yet. The only way you’re going to discovered the optimum approach for your business is to test alternatives and track the results.

It’s also important to remember, though, that for these techniques to work, you have to have a viable market to begin with. You need a market that has enough people willing to spend money on what you offer to make the business viable.

If that’s the case and you have a half-way decent offer, there’s little doubt that a few changes and testing will yield you improved results.

With that being said, here’s the first tip…

Better Conversion Tip #1 – Get Rid of Anything that Doesn’t Advance the Sale

[Read more…]

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