We’ve spent a lot of time covering the conversion landscape through the multitude of landing page tips and techniques available – and we’ll continue to do so in future posts. But for now I want to take a step back and examine a deeper perspective.
Do you actually believe in what you’re selling or promoting? Is your interest genuine or merely a way to make a buck?
In the June 20, 2007 issue of Copywriting Insider, a bi-weekly e-letter from American Writers and Artists Institute (AWAI), direct-marketing expert and fundraising legend, Mal Warwick, talks about the factors that distinguish competent wordsmithing from truly outstanding copywriting. The following illustrates what he believes to be the key factor:
For me, the key to writing strong copy has been to believe in what I’m writing. In fact, the rule at this agency is… we won’t work for anyone who we disagree with. We support non-profit organizations that represent the values that my colleagues and I here share. And that stands us in very good stead when we’re writing, because the words come more freely, more naturally… and we come to the table with some prior understanding.
I would add empathy to that last statement, and perhaps respect for the donor (in the case of fundraising) or commercial prospect we’re looking to reach.
I have no problem with making a buck, nor should you. Copywriting/marketing is how I make my living. But very early in my career, it was apparent to me that I did my best work when I was sincerely passionate and enthusiastic about the product/service I was promoting whether it was my own – like AdoptShoppe, my online store and ecommerce test laboratory – or for clients. The copy always flowed faster and more smoothly. I just didn’t have to work as hard to make it all work. With many years now invested, it’s still as true for me today as it was then.
Putting all the landing page tweaks, nips and tucks aside — your landing pages are built on copy. If you ain’t feeling it, neither will your prospective customer.
Sure you may fool them once, but it’s unlikely you’ll fool them twice or over the long haul. The smart marketer knows you can’t build a profitable long-term business on one-shot customers. You’ll quick-step your way to failure for sure. But when you recognize that one visitor converted is a potential long-term relationship initiated – well, now you’re cooking.
Build those budding relationships on honesty and genuineness from the get-go and your copy, your landing pages, your entire marketing program won’t have to work so hard. You’ll soon grow a contented customer base eager and open to receiving your message — and your landing page techniques, all things being equal, will perform even better.
No fooling :=)
Maven Landing Page Makeover Clinic Update
Because I like big grand openings, I have a candidate for our first official landing page makeover clinic. You probably know his name and his site, and I’m thrilled he’s agreed to be my first
guinea pig guest. I’ll announce the final details – as well as the identity/URL of our first guest — very soon.
Transparency Alert: I work with AWAI as a copywriting mentor/coach.