Copywriting Tips to Create a Landing Page that Makes Connections and Gains Conversions!

 

 

 
By definition, a landing page is where various link sources (social media posts, PPC advertisements, article directories, etc.) lead targeted audiences and customers. It is the last sales pitch that will either seal the deal or break it for the potential customers.

The effectiveness of the landing page will ultimately determine whether or not the visitor will be convinced enough to go to the website itself and become even just a one-time customer.

The fact that a visitor stayed more than three seconds to check out a landing page means he is at least interested in what the website has to provide, so you as the copywriter will have to give them that final push to acquiescence.
　　
When writing for landing pages, you should therefore prioritize user experience. 

Here are 3 common mistakes that people often commit when writing for landing pages:

 

1. Making it very lengthy.

Many get the impression that landing pages should contain all the pertinent information about the products or services offered to customers, plus background information about the company or service provider behind it.

Yes, it is necessary that you inform potential customers about what they can get if they choose to proceed to your client’s website and make a purchase. However, if you put every little detail in the landing page copy, you’ll end up with a long-winded webpage that’s going to be tedious to read.

Bet you that readers will not read beyond the fold and will simply scroll down to see how much more they’ve got to go—and if the length’s too daunting, visitors will simply close your landing page for sure.

 

2. Fluffing it up.

People on the Internet have very short attention spans. They prefer short paragraphs over long ones, and visitors get annoyed when they still have to dig into a page’s content for the information they’re looking for.

Besides, the landing page is no longer the place for lengthy sales pitches. It’s the final stage of the marketing process, the last push that will make visitors decide to become customers.

 

3. Putting up too many roadblocks.

There are landing pages that contain subscription forms and the like. This is fine because you can use it for building an email list, but if you keep on asking visitors to do something, they will surely leave your landing page. Such requests are like roadblocks that will only distract, if not completely hinder, your potential customers from doing what you truly want them to do.

 

Concentrate your calls to action for one purpose only—your end game, be that a sale or a membership.

 

Now that we've identified the things you shouldn't do, let's explore what you must do in order to make your client’s landing page convert:

 

1. Situate your calls-to-action and the most convincing sentences at the beginning and end of the landing page copy.

Internet users have a habit of reading only the content above the fold and scrolling down to the bottom and the last statements of the landing page.

 

2. Keep the text short and succinct.

Do away with the fluff; it won’t be read anyway.

 

3. Be clever in using keywords and key phrases.

Use Google AdWords exhaustively. Keep them diverse and plenty, and don't concentrate on just one or two otherwise Google may penalize you.

 

4. Your paragraphs should only contain five lines at most, fewer for the very first paragraph.

This makes it easier to read a copy, especially if it obviously goes on a little beyond the fold.

5. Using short but powerful sentences, inform your readers (1) what they can get from you, (2) why they need you and what you’re offering to them, and (3) why they need to get it specifically from you.

6. Empathize with your target customers.

This increases your chance of getting conversions.

7. Include short but glowing and sincere testimonials from real customers.

8. Last but certainly not the least, use very convincing calls-to-action.

All the details you provide, the statements full of empathy, testimonials and whatnot will boil down to you convincing the readers to do what you want them to do.

 

If you fumble with a poor call-to-action, all that comes before it will be null and void.

Add incentives to your calls-to-action too.

For instance, instead of just using "Buy Now" or "Download," use the likes of "Be a Member," "Buy with 20% Off," or "Get Your Free Copy."

 

Follow these timely tips to gain more loyal fans and committed customers in 2013.

 

BIO:

 

Emma-Julie Fox writes for Pitstop Media, a Vancouver based SEO Company. Pitstop Media has been helping businesses across North America successfully increase their search visibility. If you want to invite Emma to guest post on your blog please contact the author.

Image Credit: Freedigitalphotos.net

How to Get a Greater R.O.I. for Your Blogging Efforts in 2013

I recently celebrated the 400 mark for posts appearing at this site.
Though I love the many opportunities this forum provides to connect, create community, and help other writers to expand their horizons and their bottom line, I must admit, it's harder than I thought.

Like most bloggers that recognize the importance of updating content on the regular, to retain readers and rank high with Google, I typically pen about 2000-3000 words monthly. Multiply that by 12 months.
Factor in the time it takes to choosing images, responding to comments, and promoting content.
That's a whole lot of sweat equity, folks. :-)
And this is in addition to my clients' assignments, creative projects, etc.
I'm sure many of you can relate to something similar.

Which is why blogging should be "profitable" to make "cents".
But be advised: profit is not always monetary.

With this in mind, today's post is designed to help you reach new levels with your blogging efforts, earn money, and experience greater karma, even.

Let's explore a few ways that my blogging has "paid off" over the years. And yours can too.

1. Blog Jobs----Many may not realize it, but your blog can serve as an online resume to score creative jobs, if it's designed and marketed properly. Quality content, engaging posts, the best representation of your writing, and an active community can make all the difference. To make more bacon, check out the job boards at Problogger.net and Bloggingpro.com.

2. Contest Titles and Awards---"You're nobody 'til somebody loves you," sings sexy crooner, Michael Buble`. Well, you can question the validity of those words, but trust this: receiving industry recognition for your blogging efforts can garner credibility, new fans, bragging rights, and gifts and prizes as well. I experienced this back in 2011, when I finished as a finalist at Write to Done's Top 10 Writing Blogs. It was a pivotal point in my blogging journey.
If you choose to do even one thing differently this year, entering contests should be one of those options. (There's a winner in you!)

3. Blog Karma---Like many things in life, you reap what you sow. I have greatly profited from the many online friendships, creative collaborations, and awesome support I have gotten globally since the launch of Pen & Prosper. There's no way to quantify it; let's just say it has added great richness to the blogging experience.

4. Free Merchandise---Did you know that some businesses and vendors will actually send you free goodies in exchange for a mention or review at your site? I've gotten offers to "test" free software, try out writing related products, and a host of other things. You can too. Depending upon your readership, niche, and the popularity of your posts. If you're interested in doing book reviews, testing merchandise, or helping to spread the word about quality products, you can place an announcement or tab at your site with established guidelines. Just be sure to be ethical and to deal with reputable dealers and organizations for optimal results.

5. Ad Revenue---There's no doubt about it: blogs have become as hot as "Bieber Fever" these days. And with it is the increased exposure it can bring to market products and services for today's businesses. Ad revenue presents a great way to earn "passive income" through your blogging efforts.
It is the ultimate in win/win situations. To examine and weigh the many avenues of offering ads at your site, simply Google "how to make money through blog ads" and see what works best for you.

With a little experimentation (and time), you'll soon discover that blogging can have many rewards and blessings that yield a great return on investment.

Thoughts?
Have you had former success with any of these? Did I forget anything here? Do tell.


Image: Freedigitalphotos.net

The Diversity Dynamic...

 

 

(How to use it to Keep Your Business “in the Black”!)

“Variety is the spice of life.”

Some time ago, I received a comment from a reader that truly "spoke" to my heart.
This blog follower and financial analyst wrote: “I just love how you’re able to communicate with so many different audiences.”

In fact, over the years, this sentiment has been echoed by others as well.
What I realized, when I took time to reflect, was that this diversity of expression and “voice“ with a range as broad as Mariah Carey, was responsible for my longevity in this business, a diverse publishing portfolio, and consistent paychecks, (even in a struggling economy).

And it can do the same for you.

In this pluralistic world we now live, diversity is an evolving “mainstay.”

Think about it. For the first time in American history, we have a president that doesn’t reflect the majority. We have our first female, Hispanic Justice of the Supreme Court in Sonia Soto Mayor, and there are more and more “Mr. Moms” staying at home to raise kids while their wives report to the office. Not to mention, the advent of the Internet and rampant unemployment is contributing to a generation of online entrepreneurs like never before.

With this being the case, the more versed we become as writers in addressing the expanding needs and changing lifestyles of our readership (and our society), the easier it becomes to build a solid career and a solid bank account.

So, how do we achieve this?

Here are a few suggestions based upon my experience.

• Read voraciously. Many would be surprised to discover that in my home library are issues of Forbes, Latina Magazine, Yoga Journal, Wine Enthusiast, and even literature produced by the Jehovah’s Witnesses. My books are so abundant, that I’ve recently had to donate some to local charities just to create more space. Curious about everything from the mundane to the miraculous, I take pride in trying to be well informed and having a broad perspective. And you should too.
• Interact with others that are not in your typical circle. It’s no secret that most of us feel more comfort socializing with those that mirror our image or share our views. But when we restrict ourselves in this way, we miss out on endless opportunities for growth and enrichment-- (and potential story ideas).

• Why not connect with bloggers from different niches? Befriend someone at work who perhaps is of a different culture? Date out of your “type”? It’s important too, to be open to new ways of looking at things. Let 2013 be your year for a paradigm shift.

• Identify exactly who your readership is. How can you possibly address their needs if you don’t know who comprises your audience?
If you’re a Blogger, Google provides analytics that will give you a glimpse of their country of origin, their URL, and their favorite posts. Another way to assess your following is through

ALEXA.COM. Here you’ll be provided with the educational background of your readers, their age group, the location (home or work) of their visits, and other useful statistics for consideration. A recent glimpse of mine, for example, revealed that my largest readership is women, who are college degreed, and between the ages of 35-54. 

Remember, writers serve important roles. We entertain, educate, and enlighten the masses. We serve as designated experts in our respective fields. The more we know, and the more well-rounded we are, the greater our appeal.

And equally as important, the more we can “write our own checks” and sustain a profitable career.


Thoughts? Agree or disagree? Do you think it's important to write for diverse audiences?


Image: Freedigitalphotos.net

Authors Ante Up...Bookstores Charging for Book Signings?

Recently, I received an Email from a fellow writer and friend that gave me great concern.
In essence, it stated, how after several months of working with his publicist to secure a book signing at a local venue, he got the green light to do what many of us love: share our unique stories with a receptive audience.

There was just one problem.
The bookstore wanted him to pay $150.00 for the privilege.
In his message, (shared with other scribes as part of our mutual Yahoo Group membership), he wanted to know if any of us had experienced anything similar, and to get our collective take on this topic.

Well, let me tell you, it made for some very interesting conversation, as the group was quite polarized in their responses.

Many felt that the charge was ridiculous and unjustified; while others felt that perhaps there was some merit to it, due to the economy and the competition with online retailers.
Not to mention, book fairs and conferences sometimes charge authors as well.

Curious, I did a little research through my good friend, "Google" to see if this was an isolated case, and whether we as writers should be concerned.

To my surprise here's what I discovered...

1. This bookstore in Illinois was not alone; several independent bookstores are now charging anywhere from small amounts to hefty sums to host signings for local artists, reportedly to cover the store's expenses.

2. Not only are some bookstores charging authors, I also read that some stores are actually selling tickets to customers for signings. One store, for instance, charges readers $5.00 to $10.00 to attend authors' events. Or a gift card was a required purchase.

3. Some authors may miss out on the opportunity to expose their work to new audiences if this trend continues.


Your turn.
What say you? As an author, would you pay to present your work to potential fans?
As a reader, would you pay to attend an author's signing in your area?

...Would love to hear from you on this.

Lights, Camera, Action...Why Movie Watching is a Must For Improving Your Creative Writing

Most of us recognize the importance of being an avid reader when it comes to becoming a fully-realized writer. In fact, few would argue that reading the works of other talented authors allows us to examine flow, fuel our imagination, understand structure, appreciate the needs of an audience, expand our vocabularies, and explore an array of techniques for effective story telling.

But, did you know that a "flick fix" can also provide valuable "teachable moments" to enhance your writing process and help you become a more intelligent, engaging writer?

In some ways, it can even be better. Here's why.

Though good writers have a natural appreciation for books and literature, today's frantic pace may prevent many of us from immersing ourselves in a story that may take days, weeks, or months to evolve and ultimately end.

By contrast, we can derive some of the same benefits with a minimal investment of time, through movies. Though each medium has its advantages and disadvantages, don't overlook the virtues of this popular past-time. Kick back, relax and discover the merits of a little movie therapy...

Here are a few things that I've learned in the process:

Never insult your audience. Whether it's a movie treatment, feature story, or book, make sure that your story line is well developed, authentic, and answers key questions for optimal comprehension.

Get to the point. Pronto, please. I hate movies (or books) that take forever to develop and unfold. Many times, by the time they do, my interest has waned.

Write for your audience--not for yourself. Though there are different schools of thought here, I believe that when we put our audience's needs first, we tend to take more effort in producing our best work. We check for spelling and grammar. We review, revisit and revise. We care. We attend to the small details. If you seek to write for yourself, may I suggest a diary? :-)

The ending should always bring reasonable closure. A good movie, that ends really well, will make you feel like you want to light up a cigarette, (even if you don't smoke). :-)

Pacing is important. And so is length. If the treatment is too brief, readers feel cheated. If it's too long, readers may feel overwhelmed or bored. Balance is crucial.

The more you tap into universal emotions and themes, the more you're able to draw your audience in and create a connection. No matter what race, religion or age, most folks can relate to loss and sadness, to love and family dysfunction, to laughter and children, to having dreams and aspirations, to friendship. Get the point here?

Dissecting movies helps to improve our analytical thinking skills. Can you see any flaws? Any holes in the story? What would you do differently? These are issues good writers often explore.

To illustrate my point here, I'd like to offer three examples of some of the best, thoughtful, creative writing regarding movies and story development.

RESERVATION ROAD

OUR FAMILY WEDDING (With Lance Gross)

MUST LOVE DOGS (John Cusak)

If you have the opportunity to rent these, or perhaps check them out of your local library, you'll see that even though they're of different genres, (two are comedies, the other a drama), the writing and screen development is excellent. Every line makes sense. Every scene is important. The characters are convincing. The endings are nicely done and cleverly crafted. They evoke an array of emotions. To sum it up, they're "worth the price of admission".

And your writing will be too, if you take some tips from today's movies and incorporate them in your creative work.

Thoughts? Agree or disagree? Have you viewed any "inspiring" movie lately? Or any where you felt cheated by the end?

Image: Stockphotosforfree

Morning Pages: Mornings Only?

 

 

 

By: Noelle Sterne

As you may know if you’re a Julia Cameron fan, her mission in The Artist’s Way: A Spiritual Path to Higher Creativity is to help creative people, especially writers, create again. A basic strategy of her program is the Morning Pages (MP). What are they? Three handwritten pages every morning about anything. On paper, you can whine, complain, lament, grouse, rage, argue, muse, recall, record, praise . . . even try out some story or novel ideas.

At first jot, Cameron’s description and advice on doing the MP seem like all those timeworn platitudes about keeping journals. But the MP are different. They jumpstart our inventive engines so we can reach the cruising speed of regular writing.

Why Do the Morning Pages?

In The Artist’s Way: A Spiritual Path to Higher Creativity, Cameron coaxes us with some tantalizing reasons for doing them:

1. The MP combat "the Censor," that ubiquitous inner shrew (p. 12). Even if we have a list of works longer than Mozart's, the Censor endlessly harangues that we never do enough or well enough. The MP get all that spewing out of our system.

2. The MP feed our "inner child" (p. 12), that twinkly part of us imprisoned by parents, religion, school, and society, and giggling to get out. In them, we can imagine, reminisce, fantasize, weep for favorite dolls or long-gone best friends, make jokes about fat Thanksgiving uncles or ourselves.

3. The MP get us to the other side "of our fear, of our negativity, of our moods." We can seethe in self-righteousness, erect intricate rationales, admit our dreads, and succumb, on paper, to our depressions.

4. As we faithfully do the MP, eventually this is where "we find our own quiet center" and our own triumphant voice (p. 12).

With Cameron's excellent reasons, I've discovered a few others:

5. The Morning Pages, despite their generally dubious quality (for me, at least), count as writing. Yes, the day whizzes by with jobs, kids, partners, laundry, dental appointments, and all the other relentless to-dos. But you've written something besides a list of groceries or car problems.

6. Keeping this daily promise to yourself, you feel like a serious, committed writer. That always feels good.

7. If you must fault your writing, you can at least stop flogging yourself for not writing at all.

8. The MP give you an ongoing record of progress. Label your files or notebooks of them by the year or quarter and stack them on a bookshelf or in a cabinet. Survey your production proudly.

When Do the Morning Pages?

However, I must confess. After my first burst of perfect morning rule-following, my MP entries stopped. An undeniably nonmorning person, I cannot bound eagerly out of bed, bright-eyed and clear-headed. So I stumbled on another way . . .

In the beginning, I felt like an irrevocable sinner. But soon, I discovered that doing the MP at times other than the morning has distinct advantages. Later in the day, they’re the cathartic receptacle of the day’s pettinesses and redundant gripes against those closest and most annoying. They’re the unjudging accepters of ceaseless self-justifications. Occasionally too, they're the testimony to small, significant victories ("Did 15 minutes on this piece today!").

How Do the Morning Pages?

So, I developed ways to keep the MP working, whatever the time:

1. Plunk paper and pens everywhere—main writing area, kitchen, night table, bathroom, briefcase, tote, car seat.

2. Use waiting time anywhere for entries, even if you don’t finish in a single stint.

3. Complete the day’s MP whenever you next can, as long as it’s before midnight.

4. Do the MP neatly or messily; it doesn’t matter whether you’ll be able to read them later. The point is to keep the habit.

5. If you feel absolutely blank, just keep writing, “Have nothing to write.” Soon you will.

6. Keep doing the Pages. Keep doing the Pages.

Miss Doing the Morning Pages?

What if you miss a day, or night, completely? It feels awful, worse than stealing from your partner's pocket.

First, forgive yourself.

And second, take corrective steps. Set the clock, plaster signs all over the house, beg help from a significant other. Most crucial, jump back on the horse and kick the pen into a gallop, whatever the hour.

* * * * * *

As many others have attested, the MP revived my thinking and living like a writer. They helped resurrect my lifelong goal from the mountainous ashes of decades-long distractions and supposedly irrefutable justifications. They teased me into working on stalled projects. And—two years after starting the MP, after years of rejections, I published my first essay!

So, take up the Morning Pages whenever you choose—indulgent brunch, high tea, or vampire dawn. Like me, you'll notice you're less afraid, you’re growing ideas, and you’re picking up and playing with unfinished work. You’re even feeling spurts of hope. Greatest miracle, you're giving yourself the delicious practice of regular writing.

BIO:

Noelle Sterne, Ph.D. is a counselor, spiritual coach and noted author.
She pens a monthly column at Coffeehouse for Writers blog.

Image: Freedigitalphotos.net

How to Prepare For Your Initial Freelance Business Meeting

Congratulations! You've pitched a potential client and landed a sweet deal to provide your services.
But, don't let all your hard work and creativity stop there.
A face-to-face meeting (when permissible), helps to get relations off to a winning start, allows you to get a good handle on your new client's needs and personality, and enables you to work more efficiently.

Though the Internet allows freelancers to conduct online business meetings globally, with folks from Texas to Timbuktu, sometimes local clients prefer interacting in person before any money is exchanged, or deals are finalized and set in stone.

With this being the case, here are a few tips to make the most of your big day.

1. Don't leave anything to memory or chance.
Commit all important details in an email of confirmation. Things like location, time, initial deposit amount required to start project, etc.

2. Have a clear agenda.
Remember, "Time is money". Operating without an agenda can cause time to be lost through small talk, unclear directions, and lack of focus.

3. Turn your cell phone off.
So often, we feel the need to stay "connected" that we forget how distracting it is for others with whom we are engaging in person. If you are expecting an important call, at least put your phone on vibrate.

4. If you are "treating" your new client on your credit card.
Be sure to check the balance before you go to the restaurant to place your order. You wouldn't want to ruin your professional image by having your card rejected for lack of available credit.

5. Dress the part.
Let's face it: one of the coolest things about freelancing from home is that everyday can be "dress down day". Still, when it comes to new clients---business is still business. Make an effort to put on your best attire; you'll feel more confident too.

6. Consider bringing a small gift of thanks.
Things like calendars, magnets, a coffee basket, or decorative pens are a great added touch, and a way to separate you from the competition.

Remember, "You never get a second chance to make a first impression."

Thoughts?

8 Ways to Add More "Bling" to Your Blog and Increase Your Bottom Line!

Happy 2013!
Whether you're here for the first time, or one of my regular readers, it's a pleasure to have you join me here at Pen & Prosper.

If one of your goals for the new year is to take your blog to new heights, then today's post is for you.
I'm sure I don't have to tell you that blogging has become a very powerful medium to build a platform, gain recognition of important causes, and increase your bottom line. It's even served as a launching pad for some to secure book deals and movies.

With this in mind, today I'll share a few creative and clever ways to help your blog to stand out and stay in the "competition". Are you on board? Let's get started...

1. Do a "mini-makeover".
Take inventory. What does your blog say about you to the general public? Does it enhance your image? Does your "about me" page truly express who you are? Are the colors inviting? Is your site easy to navigate? These are things you'll want to consider. Sometimes a minor "tweak" here and there can make all the difference. If you're unsure, poll a few friends and get their honest feedback.

2. Add a logo.
Logos help to establish your "brand" and online identity. Logos don't have to be a huge investment either; many times we have friends, family members, and other artistic connections that can help in this regard. As many of my regular readers will recognize, Pen and Prosper starts this year off with a new logo and theme. YAy! (I hope you like it.) To get more "bang for your buck," why not consider a tagline? Mine at Pen and Prosper is: "Know more. Grow more." What's yours?

3. Have a catchy title to jazz up your joint.
Just like with print magazines, readers are drawn to dynamic titles. Choose something that will ideally identify what the Blog is about, yet also make it memorable. Read it aloud to yourself. How does it come across?

4. Use quality photos and graphic images.
Visitors like visual variety. Add pictures to your site to personalize its appearance and create greater interest.

5. Remember that there is a psychology to colors.
Use the right combination to create the right effect. For example, beige and earth tone colors have a calming effect. Orange is energetic, while green is often associated with money and vitality.

6. Have guest bloggers to do periodic posts on various themes.
It adds variety and also provides for an array of interesting perspectives.

7. Make sure that your Blog has take away value.
Glitter without substance won't sustain you.
In other words, what’s in it for online visitors? Will your blog educate? Entertain? Provide money making opportunities? Provoke thought on arts issues? Decide then deliver!

8. Experiment with different templates and designs that suit the topic and tone of your blog, and your individual style of expression.
Don’t be afraid to dabble a little; it's your blog and your prerogative. As a case in point, over the last few years, I've changed everything on this blog except the name! And I finally think I have a look and feel that suits me. And I'm wishing the same for you!


Remember that a well designed blog with great content helps to increase your readership and also attract potential advertisers and future fans.

In conclusion... if you want your blog to be as hot as "Bieber Fever" follow these eight timely tips. :-)

Your turn... 
Have you tried any of these methods?
What has provided the greatest success among them? Do tell. :-) 

Image: Freedigitalphotos.net