7 Essential Secrets Of Building Income With SBI Websites Step #5: Getting People to Sign Up In this Lesson: How to Get Your Clients To Hand Over Their Info
Hanging in there? Good, because here's where it all starts to come together. List building is all about getting a Direct Response so you need :-
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all the Details of this fantastic event. But what about your message? Here's where it gets tricky. Here's where most web site owners fall down. Most people find it hard enough to write a letter to friends, let alone drafting a powerful marketing message that persuades people to part with their name and email address. This process is called Salesmanship in Print Writing great marketing copy is not something anybody is born with. It's taken me 15 years to learn how to write copy good enough that gets clients to sign up to my lists, and I'm still not perfect at it. (I also cheat and get others to help me with it) But I refine, practise, and research every single day. But FACT: "Even badly written copy is better than none at all, if it's at least got a handful of essential elements in it" So in this lesson I'm going to lay out the structure you need to follow - to use good copy to get people to hand over their names and email addresses. Oh did we forget to say that this is the most important thing you can do. Am I repeating myself, yes. GOOD, Let me say it again. Building you list is the most important thing you can do. so let's look at now we get people to hand over their email address and name. Even as time goes on their full address. It's a two-stage process: 1) First we have to get them to what we call our "Landing Page" you will hear this work quite a lot from now on. It is where you want the visitor to land on your site to do one thing, in this case give you their name and address. Now this Landing page can be your home page, part of your home page, a page linked off your home page, or a page that you direct your offline or paid ads at. But you do want your visitors to get there. 2) Next you want to make them an offer so strong that they can not resist filling in those boxes that say Email and User Name and pressing the "Send me My Free Report" Button. Now all we have to do is Actually craft the message around what is their biggest issue. That's sales thinking. Lets look at that for a while, you know your business. You can probably give me straight away the thing they need by answering this question. What is the biggest mistake your clients make? 10 biggest Mistakes to avoid when buying a house, car, dishwasher, dog, computer, life insurance etc etc Can you see where I am going. You know the biggest mistake people make, just give them a free report, normally delivered over 7 parts with a few days in between about that very valuable knowledge. Now there has to be a bit of structure to it but that is easy, I have a system that is tried and tested and works. Here's the process: 1) a Headline that gets their attention. Despite what most business owners think, despite what 90% of ad sales reps will tell you, the name of your business is NOT a headline for a email and name sign up form. The only person who cares about the name of your business is YOU. So dump your business name, logo, or letterhead from the top of the web page and in fact your marketing mind. Because the headline has one task, and one task only, to Force the reader to keep reading and sign up Here's the criteria for a good headline: It must offer an immediate and tangible benefit to the reader! And it should be able to stand alone. Here's the test: get rid of everything except the headline, and your contact details. Does it still work on its own? Here is a test, if I put my add in the classifeds, in in my case on Google does is get a Response. Free Report - 7 Essential Secrets Of Building Income With SBI Websites, sign up here. Yes it does But would Free Report - The Web Master.Com Slater Trading Pty Ltd sign up here. Of course not now you may have a better name but if it does not meet that one test, drop your business name out of your mind. 2) an OFFER, in addition to the Free Report What More.. I hear you shout like the Governor out Oliver Twist Yes on top of your great headine about very valuable report you need to offer a free prise for siging up and reading the report. Why? Simple because it works, during split testing of two identical Sign up pages one with Extra Free Thing and one without the extra free thing won. And by a lot, so that is what we do. And the real reason A good offer is one that gives the visitor massive perceived value - but which actually costs you little or nothing to deliver. YOu see these days you really do have to offer something really worth while to get a Visitor to become a willing member of your list. Now, there's another trick to this: making sure that your customers know that even though you're 'throwing in' these extras, there is a value attached to them. But here's the thing: what a product or service actually costs you to deliver matters not a damn to your Visitor. The only thing that matters to your clients is the value they perceive they are getting....and in almost all cases, the value they perceive they are getting is the value YOU attached to it! Now here are some real examples of Extras that my clients give away. A free 45 minute consultation, a free Report, a free set of samples, a free software widget and one of the best is a $97 DVD set. (this means the visitor signs up for the course, but to get the free gift at the end they have to give you their full adrress. READ THAT AGAIN. Now you not only have a email address you have a much more valuable real address) 3) a deadline or reason to sign up now. No point in designing the world's greatest offer, and then saying 'Oh, and you can pretty well get it any time...' When do you want your customers to sign up? Yep, right NOW. Not next week. Or next year. So you've got to have scarcity or show them how much they are wasting by not signing up. There are lots of ways to impose scarcity...time, or numbers available, for example, only for the extra could only be for the first 1000 people. If you have a report that will help people save money put some figures to it. One of my clients told me, true story, that just by using my "get rid of those old monthly payments you have forgotten about but keep coming up" he saved $377 per month. Which brigns me nicely to the next thing. 4) Testimonials! As a consultant and coach, I'm continually amazed at the amount of stuff that crosses my desk for review...even from long-term clients...that doesn't have testimonials! FACT: "what your customers say about you is 10,000 times more effective, more compelling than anything you can say about yourself." Notice something? Everywhere in this mini-course, I've used testimonials from our clients, people just like you - with their phone numbers. Most websites owners simply don't get this. Yet, during my seminars when I ask clients who are looking at moving online from an offline world 'where do you get most of your existing business from?', the sound of voices yelling "Referrals from clients!" is deafening. What is a referral if it's not a verbal testimonial!!?? You already know how powerful referrals are. So why don't you simply ask your clients to write down what they're telling their friends and work colleagues? And then use those written referrals everywhere...on your website, especially your sign up landing page plus in your letters, newsletters, newspaper ads, mailbox fliers and Ezine? (Why do you think the weight-loss industry keeps using photos and testimonials? Because they work!) Now, let's say you've got all the above essential elements in your Landing Page message... and that's just the bare bones .... you'll still get people looking at it, almost signing up... ...almost...but then they don't! And the reason for that is - more often than not - your prospect is afraid! Afraid of making the wrong decision. Afraid of making themselves look silly. Afraid of not getting what they signed up for. There's only one way to get around that last barrier to signing up. And that's by reversing the risk. In other words, making them feel that there is no way that this can fail. It's such an important point, I'm going to devote the whole of the next lesson to it. And how to produce the reports that you need to follow up all of this "The AMAZINGLY simple - and zero cost - technique that will DOUBLE, TRIPLE OR QUADRUPLE response to your marketing! That's in Step 6:
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