Posts by Roberta Rosenberg

Kristen Galles wants to help book clubs tackle and appreciate good books, both classics and more recently due to customer interests, hot new titles. Until recently, Kristin was selling 2-3 kits per week but sales have seen a downturn. She’s looking for a tidy annual revenue.

• Product Summary: Standard and Custom Kits for Book Clubs to help members tackle and appreciate the classics. Kits include questions, bookmarks, menu ideas, vocabulary lists, activities, etc.
• Promotion Medium: Google AdWords primarily
• Total Budget: $100/month
• Creative Objectives: $25,000 annual revenue
• Offer: None, sample kit is viewable from site
• Target Audience: book clubs that focus on fiction, primarily female
• Product Price: varies, starts at $10/$15 up to $25

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In developing this new Copywriting Maven Makeover Series, I wanted to make sure that I provided useful information to Copyblogger readers without giving too much of the proprietary information away. Therefore the format for my critiques will be somewhat different than the landing page series.

The simple “10 points” approach doesn’t work as neatly here. So, for now at least - and subject to change as we go along - I’ll provide a short background outline and then X number of points under What Works, What Needs Work, and Maven Mull-Overs.

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This post is by Roberta Rosenberg.

I’ve been dropping hints about this new series for months now, but the time has arrived! Copywriting Maven’s Creative Plan Makeovers are now open for business—your business!

Why the transition from landing pages to creative plans? The reason became glaringly obvious. In many cases, if not most cases, I was offering assistance too late or assistance that couldn’t help a deeply flawed promotion premise.

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I know I wrote that I was closing this landing page series with #10, but due to email issues and because I don’t like to louse up my generally good karma, I’ve added just one more to the series before we close it for good. Cool?

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Barbra Sundquist and her site, How to Write a Short Bio, makes it an even 10 for the Landing Page Makeover Clinic Series for 2007 (ok, with a little squeak into 2008.)

There are numerous copy and layout issues which I’ll explore in a moment. But I’m going to do this last makeover a little differently since it’s a great example of why a solid promotion plan is so critical—and why is should be crafted BEFORE anything else is done. I’m going to quote Barbra from time to time for this critique to give you a sense of her thinking along with my comments.

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Today’s makeover is for Scott Whitney’s Four Ps of Podcasting CD. When he first contacted me in October his site was live only a short time, but having taken a fresh look, there’s still a lot that Scott could be doing to pop conversions.

He uses a series of landing pages - smart - each one keyed to one search phrase - even smarter - so he’s definitely on the right track. But he still wasn’t selling near enough CDs, so let’s see what we can do to give Scott a nice boost to end-of-year sales.

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