November 2007
In this issue:
The NEW Golden Rule
for Business
The Ifs of Online Advertising
Creating a Great
Landing Page
November 2007:
Landing Pages & The NEW Golden Rule
The New Golden Rule for Business
First developed by loyalty expert and author, Fred Reichheld, The New Golden Rule for businesses is becoming one of the most revealing questions any business or ministry can ask its customers. Originally dubbed the Net Promoter Score, it could also be called the Customer Evangelism Score.
So what is this measure of success?
One simple question:
Would you recommend us to a friend?
(The Gospel According to Starbucks, Leonard Sweet, WaterBrook, 2007)
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“Focus all your energies on helping prospects solve their problems.” This is the advice of e-marketer expert Simon Galbraith. His advice, of course, is the essence of marketing, and it requires extensive, ongoing effort to know your customers intimately.
- If your ad matches searchers’ questions;
- if you use the same language they’re likely to use;
- if your ad link takes searchers to a page that really answers their questions;
- if you experiment endlessly to improve in every area of your process;
- and if you are patient enough to wait for benefits that may not be immediate,
you’ll be using online advertising in a way that actually gets you somewhere.
(Brandweek 6/25/07)
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Making Your Landing Page Work for You
Your Web site is live 24 hour a day, 7 days a week, 365 days a year – it is the ultimate sales person. It lives online forever. Yes, even after you remove the page from your site, it will live online in Web archives forever.
Its longevity makes your Web site the perfect advertisement: write it once (or get it written), and it’s online as long as you want, and longer. What other form of advertising stays around forever?
So here are a few tips to help you develop a great landing page:
- Consistency is Key: Make sure the landing page copy is consistent with the ad the user is coming from – this key point is invaluable when it comes to converting a prospect into a customer.
- Keep it Simple: Make sure the landing page copy doesn’t go overboard with information. Simplify and reduce as much as possible while still providing good information.
- Tell Them What To Do: Tell them clearly what they need to do next; don’t make them guess about the next step or they might not do anything.
- Answer Their Questions: Serious prospects who are in a buying mood want their questions answered. If you don’t answer them, they’ll click away, and you’ve lost the sale. But, if you answer their questions, your chances of making a sale go up. In order to keep it simple (#2) and answer prospect’s questions (#4) you might need an easily accessible Frequently Asked Questions page.
( Adapted from Copywriting-your-long-copy-web-page-works-for-you-forever by Angela Booth, 9/28/07)
