Landing Page, Copy & Content Portfolio

Value First Landing Pages 

The best way to think of these pages, is something along the lines of a Squeeze Page-Lead Magnet hybrid. The presence of educational information/actionable content that you'd usually find in a Lead Magnet, is what gives these pages their 'value-first' status, because you're not holding anyone to ransom. Which is always nice, right?

A variation on this theme is the Action Guide Blog Post, but let's stick with the job in hand, as we upgrade to...

Awareness Content

This is the content (typically written or video) we use to introduce what you do, with less sales copy and more education to build awareness instead. No pressure then? No, literally - non. Because the point here is not to sell (yet), but to position you as someone who know's their stuff.

The objective being, to warm-up cold visitors and then - if they like the cut of your gib - nudge them towards a free lead magnet or signing up to your list or just reading something else. This is typically, the first, no pressure, first touch in the form of an introductory guide to a concept or idea or a step-by-step solution to a problem your target audience needs help with. But, importantly, the skilful bit, is the strategic bit. Meaning each content piece needs a clear objective that moves the prospect forward, if even just a little bit.

Email Sequences

Email sequences are the glue that connects your awareness content and squeeze pages (where you collect subscribers) to your sales pages (where you monetise). Each email providing a piece of the puzzle, that step-by-step takes your new subscriber on a journey from "welcome" to "awareness" to "education" to "first sale" and more.

Tripwire Landing Pages

The BIG difference here is now we're focussed towards an actual "get your card out" moment (a Tripwire is a low-cost, first sale). So, we build upon the Squeeze Page Platinum format by boosting the benefits; fanning the features; providing the process; showing the social proof and of course; driving everything towards that all-important BUY ME NOW button.

Then, we can take a gentle step towards our even more important Core Product sale with the help of...

Process Landing Pages

A Process Page simply focuses on 'how it works'. You can keep it short and sweet (especially if you have an explainer video) and use it as a warm-up to a longer Core Product Sales Page. And if you round it off with a bit of good old-fashioned 'curiosity-gets-the click' (or an exit pop up if you prefer), you can then help your keen-as mustard, soon-to-be customer close the curiosity gap with... 

Tada!

Core Product Sales Pages

You may have come across the adage “A sales page can never be too long - only too boring”.

Maybe. Personally, I prefer to take the advice of Einstein “Everything must be made as simple as possible, but not simpler” which leads me to my own adage “a sales page should be as long as it needs to be, but definitely no longer”.

Of course, when it comes to Sales Pages for colossal Core Products at premium prices, then of course, they do need to be longer. There’s more of a story to tell; problems to dig into; objections to address and of course a bigger, better solution to reveal. 

Which is fine. As long as we don't lose sight of the fact they should also be  lean, mean selling machines.  Well, maybe not mean, but you get the point.

Keep it lean, keep 'em keen.