We often get questions from ours Email subscribers Ask marketing advice. Instead of hiding these answers in a one-to-one email communication, we occasionally post edited extracts of some of these conversations here on the MarketingSherpa blog so they can help other readers as well. If you have any questions let us know.
While most of these questions go to a general MarketingSherpa customer service inbox, this email has been sent directly to Flint McGlaughlin, CEO and CEO, MECLABS Institute (parent organization of MarketingSherpa). The email has been stripped of all identifying information, but contains general information that is likely to be helpful to many of our readers.
Dear Flint McGlaughlin:: I’ve seen your videos, including:
Based on these videos, I have put together a treatment on our current landing page. We haven’t changed much in terms of design, but the main points I wanted to address are:
- Change the personality of the page … d. H. Attenuation of the direct marketing hype voice on the page and more objective presentation of information
- Communicate the value proposition in a way that hopefully is more credible
- Use short testimonials to make certain claims, rather than just bullets from an anonymous copywriter
- Trying to increase the site’s overall credibility by distributing more evidence – not only in the form of testimonials, but also in the form of data on underlying scientific evidence, quantitative evidence, customer satisfaction, and awards.
I am not looking for free editing of texts, but only feedback whether it looks like I am applying these principles correctly or not. Obviously, testing will help determine if we have the right value proposition and the right appeal.
If you have the opportunity, I would be very grateful to you. Thank you so much!
And here’s Flint’s (generalized) answer, which I think would be helpful for many marketers, especially those who focus on optimizing the conversion rate or optimizing landing pages.
Dear Reader: I don’t have enough information to give you the right guidance, but I want to understand your thinking. I focused on the top two sections.
These are the questions that intrigue me when I look at treatment and control:
Who is the target group?
- Who is the target group?
- How are they thinking?
- What are you afraid of?
- What attracts you?
- What experiences have you had in the past that could lead you to see this page?
- Most importantly, where are you from unbeliever to believer in the train of thought?
What is the hypothesis?
- What is the control hypothesis?
- What is the treatment hypothesis?
I can recommend it A lecture where I teach how to make hypotheses If you are not sure how to answer this question, each hypothesis should have four key components. In fact, you are talking about the science of the mind. That’s exactly what I’ve been studying for 30 years. I focus on Metanoia, a Greek word referring to the change from one stasis to another. In laypersons I use the word conversion. I point this out because it is so closely related to my next question.
What is the trigger?
- What is the trigger that stimulates the inner shift from one stasis to another in terms of your movement?
What is the spine?
- What is the spine that connects each section of control and treatment?
I would pay attention to the words “dear friend” in the controls – it doesn’t sound real. I wouldn’t say anything that doesn’t sound true, and these people aren’t your friends yet. Calling you a friend is a sales technique that scares people. I think that was a good change in treatment. On the other hand, the letter provides a sequential flow. It needs to be improved significantly and will not last long enough. It’s about the testimonials (the “why”) before people understand the “what”.
The last question (and I have many more):
- What is stopping you from using videos and how can video support your activities much more effectively?
I don’t like focus groups except to answer “why” questions. People are terrible at predicting their own behavior. Most focus groups mislead marketers. The exception could be the following: ask someone why he behaves in a certain way, what he thought, what worried him, and what attracted him. That can be powerful. I think you need to be clear about the segments. You need separate landing pages for each segment, and you may want to speak very carefully for those who have recently changed in stasis – who have metanoia and started the journey.
I would certainly like to write more and I would certainly like to ask more, but I am afraid that if I do not give this note to you, I will not keep my promise. I despise breaking a promise. Whatever you do, I wish you all the best.
In any case, I am impressed with the way you deal with the content and strive to understand it. This differentiates you from most marketers. Keep it up.
Dear Flint: Thank you for the extremely friendly and thoughtful answer – I really appreciate that!
If you would like the opportunity to receive actionable conversion marketing advice from Flint McGlaughlin in an upcoming Marketing Experiment lecture broadcast, you can use the form to send us your information on this page.
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Categories: marketing B2B content marketing, B2C, B2C marketing, conversion marketing, landing page optimization, web design
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