Strategy: Using Media Like Audio, Video, and Pictures
You'll find that excellent sales copy is important on sales pages and it's very powerful. There are several different sites out there that have high conversions that actually have mostly text other than multimedia to convert their visitors.
Nevertheless, in most cases photos, audio and video can certainly add value and boost your credibility. And with broadband speeds getting faster all the time [yes, even in sleepy old Australia :)], there is no excuse to limit rich content for bandwidth reasons.
HOWEVER, coming from the direct response school of marketing as I do, my only proviso is that audo-visual content should be used to enhance and reinforce your selling message.
Various types of photos are great for sales pages. Images of your products are great, photos of your company, charts, graphs, photos of the team, and even photos of authors. Captions are important too since they tend to attract the eyes of visitors.
You may find that using video and audio on your site will boost your conversions. Testimonials are great for audio and they are easy to get and to implement into your site. There are some great recording software that can be used for this purpose.
Direct response video can also drive increased conversions - though not always, so you have to test - and Camtasia screencaptures area great way to deliver visual content.
Strategy: Media Comments, PR, Articles, and Reprints
Press releases and media comments can produce enormous traffic spikes in a short period of time (one article in the Brisbane Courier Mail drove over 1,000 opt-ins in a few days to one of our clients, an independent real estate agent.) But the buzz tends to die down just as soon as it began.
You can make it last longer by "reprinting" articles as images or PDF documents, and either placing them on your website in an "As Seen On TV" kinda way, or sending key articles to clients in the form of an email autoresponer message. "Official" information coming from 3rd party sources persuades better than anything coming from yourself.
Strategy: Avoiding Hype
It's important to make sure that you avoid hype and exaggeration. People want to see the real company not a bunch of hype. Make sure that your copy doesn't have claims that are hyped up. Sometimes it can be best to even tone down the copy. Exaggerated claims can actually make people decide not to go with your product, even if it is a great one.
Strategy: Talk in Their Language
When you're speaking to a target audience, you need to speak like they do. Use the same type of words and even phrases that they would use. You can find out how to speak by spending time with the customers that you want to reach. Great copywriters talk on the level of customers that they are trying to reach, and you can do this too if you take the time to do some research.
Strategy: Show that Your Business is a "REAL" Business
Your website should always include contact details and a phone number that works. Photos of your premises or operations can also help. In some industries this is more important than others and if you're selling something more "intangible" such as information, the need to appear "real" to prospects is even greater.
You'll find that excellent sales copy is important on sales pages and it's very powerful. There are several different sites out there that have high conversions that actually have mostly text other than multimedia to convert their visitors.
Nevertheless, in most cases photos, audio and video can certainly add value and boost your credibility. And with broadband speeds getting faster all the time [yes, even in sleepy old Australia :)], there is no excuse to limit rich content for bandwidth reasons.
HOWEVER, coming from the direct response school of marketing as I do, my only proviso is that audo-visual content should be used to enhance and reinforce your selling message.
Various types of photos are great for sales pages. Images of your products are great, photos of your company, charts, graphs, photos of the team, and even photos of authors. Captions are important too since they tend to attract the eyes of visitors.
You may find that using video and audio on your site will boost your conversions. Testimonials are great for audio and they are easy to get and to implement into your site. There are some great recording software that can be used for this purpose.
Direct response video can also drive increased conversions - though not always, so you have to test - and Camtasia screencaptures area great way to deliver visual content.
Strategy: Media Comments, PR, Articles, and Reprints
Press releases and media comments can produce enormous traffic spikes in a short period of time (one article in the Brisbane Courier Mail drove over 1,000 opt-ins in a few days to one of our clients, an independent real estate agent.) But the buzz tends to die down just as soon as it began.
You can make it last longer by "reprinting" articles as images or PDF documents, and either placing them on your website in an "As Seen On TV" kinda way, or sending key articles to clients in the form of an email autoresponer message. "Official" information coming from 3rd party sources persuades better than anything coming from yourself.
Strategy: Avoiding Hype
It's important to make sure that you avoid hype and exaggeration. People want to see the real company not a bunch of hype. Make sure that your copy doesn't have claims that are hyped up. Sometimes it can be best to even tone down the copy. Exaggerated claims can actually make people decide not to go with your product, even if it is a great one.
Strategy: Talk in Their Language
When you're speaking to a target audience, you need to speak like they do. Use the same type of words and even phrases that they would use. You can find out how to speak by spending time with the customers that you want to reach. Great copywriters talk on the level of customers that they are trying to reach, and you can do this too if you take the time to do some research.
Strategy: Show that Your Business is a "REAL" Business
Your website should always include contact details and a phone number that works. Photos of your premises or operations can also help. In some industries this is more important than others and if you're selling something more "intangible" such as information, the need to appear "real" to prospects is even greater.
About the Author:
Author: David B. Ascot will boost your sales lead generation quality and help your company to achieve outstanding results through online lead generation.
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