3 Invisible Elements Your Sales Page Needs to Convert (One is Truly Unique)

black and white image of an invisible man with no face, only a hat and suit

Most people think music is about the notes.

But think about the silence between the notes for a second. Doesn’t the absence of sound complete the composition?

Without the silence, you only hear dozens of notes jostling madly into each other, causing a cacophony.

Copywriting is a bit like writing a concerto.

You may believe that copywriting is only about words. If so, you are forgetting about critical, invisible elements that affect whether or not you make a sale.

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6 Steps for Writing Simple Copy That Sells

image of zen stones stacked on top of each other

Simplicity is the ultimate sophistication.

That’s what Leonardo da Vinci said anyway.

And four centuries later, Steve Jobs agreed. Actually, Jobs more than agreed. He flat-out stole it.

So here’s the question: What does plagiarized advice from the 16th century have to do with marketing copy in the 21st?

The simple answer (pun intended) is everything.

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How to Plug the Holes in Your Content Funnel That Are Costing You Money

image of a woman with short hair and quote Hi, I'm your customer, remember be?

Content is not king.

Yep, I said it. (This guy did, too.)

In the realm of content marketing, the customer is ruler of our domain.

Without falling deep into a series of Game of Thrones allusions, let’s agree that all content must be created with the customer’s needs in mind. Otherwise we are wasting time and resources as marketers.

I’ve already written much on personas and their usages across digital marketing, but it’s tying those personas to user journeys and content that yields remarkable increases in conversion.

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Being a Salesperson Sucks (Think Like a Farmer Instead)

image of a farmer on a tractor, you can see him far away, with a heart cut into the field he is working on

Ugh.

Do you feel like that on Mondays?

You wake up, take the kids to school, and off to the office you drive.

After downing several cups of coffee, you muster the inner strength you need every day to make a living.

You start with the emails to prospects, make a few cold calls, and zip off to an appointment … all with the hope of “closing the deal.”

Some days the tedium wears on you like a musty coat. Other days, days when a sale is made, the “thrill of the kill” makes it all seem worthwhile.

But that momentary exhilaration is replaced with the thought that tomorrow, it starts all over again.

Day in and day out, it’s the same. And yet you know that there has to be a better way to make a living selling.

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Are You Sacrificing Future Trust for Sales Today?

Image of a squirrel about to walk onto an open human hand; the squirrel is looking up at the human wondering if he or she can be trusted

The first lesson you learn in sales is how to qualify a lead.

After all, speaking with someone who’s not legitimately interested in your product or service is a waste of your time — and theirs.

But there’s something that’s even more important than making sure your prospect wants to buy what you’re pitching: ensuring that they’ll be happy with the purchase long after you’ve cashed their check.

Just because you can smooth talk your way into a sale doesn’t mean you should.

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Chase Customers, Not Clicks

You want to be a broke-ass blogger, don’t you?

No!

Good gracious, of course you don’t. (At least I hope not.)

But if the first metric you look at is page views, not sales — i.e. clicks, not customers — then you’re well on your way to broke-ass bloggerdom.

What’s sad is that a lot of of online business owners do pay more attention to vanity stats than fundamental business metrics. So if you can shift your mindset, you’ll be ahead of the curve.

Fortunately, Tom Martin is here on this week’s episode of The Lede with straight talk that every online business owner will benefit from hearing, understanding, and acting on.

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