Dan Kennedy once said this about advertising…
“The business that can spend the most to acquire a customer – wins”
He’s spot on. If you can outspend your rivals to win new business, you have the power to dominate your market. End of story.
Only it’s not the end of the story for most entrepreneurs. That’s because most small businesses don’t have the resources to outspend everyone in their market. (At least not when they’re just starting out).
And so they need a different approach to advertising. They need a way to win this game – without being the biggest spender. They need to avoid blowing the ad budget – while still generating leads…sales…and profits.
So what’s an entrepreneur to do?
Well, there are a couple of ways to do this. You can tinker with your front-end ads so you increase your click-through rate – and lower your Cost Per Click. I highly recommend you do this. But that’s not what I want to talk about today.
That’s because there’s an EVEN better way to reduce your customer acquisition costs without lowering your reach or hurting your sales figures. Wanna know how? It’s to create a high-converting landing page that helps convert more lukewarm clicks to red hot leads.
For the purposes of this article I’m going to talk specifically about cold traffic lead gen pages. In other words, landing pages designed to capture contact information from potential buyers. (I’ll cover cold traffic sales pages another time).
I’m going to share everything I’ve learned from crafting cold traffic lead gen pages for multi-million dollar infoproduct businesses. Many of these lead gen pages reduced Cost Per Lead to as little as $1.40 – in saturated markets like fitness and parenting.
So what does it take to create a powerful lead gen page?
- An irresistible headline – So what makes a headline irresistible? Well, I’m not going to share a bunch of templates or headline mad libs. Instead I’m going to explain how you need to THINK about headlines before you pick yours.
Here are all the things you need to take into account before you write a headline:
- Do you have a super strong offer that will make customers bite your hand off? (If so, put your offer in the headline)
- How unique or new is your product? (if your product is unique, put your unique mechanism in the headline)
- How aware is your customer of their problem…different solutions…and your problem
- How saturated is your market?
Once you’ve answered these questions you should be able to pick a message or ‘theme’ for your headline. Next, your headline must explain why your product or service is of personal interest to your ideal prospect.
You can do this in a number of ways:
- Calling out their identity e.g. mums, doctors, copywriters, female entrepreneurs
- Expressing what they want e.g. more money, more sleep, less wrinkles
- Describing their problem e.g. clogged arteries, hating their 9-5, sleepless nights
- The actions they’re taking now e.g. building website, learning spanish, trying to get pregnant
- The ultimate outcome e.g. travel the world, quit your job, be a millionaire
Your headline must grab attention and tell your prospect what you’re promising them if they read the rest of your copy.
2. Supporting ‘deck’ copy – Now you’ve hooked your prospect in with a promise of what’s to come, you need to support your headline with some additional ‘deck copy’.
Deck copy comes before your lead and expands on the promise in your headline. It’s there to generate further interest – often by expressing more benefits or elaborating on the problem.
Here’s an example of a strong headline plus deck copy:
Can You Write a Letter
Like This One?
Answer “Yes,” and you’ll never have to worry about
your job or rely on others for your livelihood …
Instead, you will be in big demand, earning great money,
writing a few hours a day
from anywhere in the world you choose to live.
Deck copy is usually missing from most lead gen pages. So if you include some in YOUR lead gen page, you’re already miles ahead of the competition!
3. A compelling lead – No, I’m not talking about ‘leads’ here. I’m talking about The LEAD – or the introduction to your landing page. The Lead is where you hook your reader in emotionally and explain why they should care about the rest of your landing page copy.
When crafting your lead there are a few important things you need to consider.
- What emotion is most likely to trigger your prospect to take action?
- What is their biggest, most pressing pain point?
- What is their No.1 desire?
- What is their biggest objection to buying – and how entrenched is that objection?
Knowing the answers to these questions will help you write a lead that excites your prospect and encourages them to keep reading.
4) Credibility boosters – never forget that cold traffic prospects have no idea who you are. They also don’t care who you are either. (Not yet anyway).
It’s why it’s your job to make prospects care about you by explaining how you’re the most qualified person to help solve their problems. Here are some ways you can do this on your cold traffic lead gen page –
- PR logos – if you’ve been featured in any mainstream newspaper articles…on TV…in magazines…or on high profile podcasts – make sure you show off your PR near the top of your landing page.
The best way to do this is with a ‘As seen on’ or ‘Featured in’ banner where you display recognizable media logos.
There’s a good reason for doing this. It lets you borrow credibility from trusted sources. This helps break down barriers amongst prospects who don’t know who you are.
- Success counters – What’s a success counter? Simply put, it’s a tally of how many people you’ve helped…or how many people have already signed up to your free offer.
The reasons for this is simple. It creates social proof and FOMO – by showing cold leads they’re not the only ones who are interested in your offer.
- Your origin story – For some unknown reason, the founder’s origin story is often missing from lead gen pages. This is especially strange for coaches, consultants and gurus of any sort.
Prospects want to know who they’re interacting with before they download your lead magnet…opt-in for your webinar…or sign up for your video series.
Which is why you should include your bio or personal story. But choose your story wisely. Your origin story should not be a CV or list of your achievements. It should explain the reasons why you understand your prospects’ struggles – and how your journey to resolution now lets you meet their needs.
- Testimonials and success stories – No matter what you say to your prospects, they will always be skeptical about the claims you’re making.
Of course you’re going to say you’re amazing (even if you’re not). That’s where testimonials come in.
Make sure you sprinkle glowing testimonials throughout your lead gen page, to give your claims an instant credibility boost. But a word of warning, don’t just choose any old testimonial.
Make sure your testimonial is from someone relatable to your prospect. And make sure your endorser’s problems, desires and objections mirror those of your clients.
5) Strong Calls to Action – Different prospects will be ready to take the next step at different points in your landing page. And you don’t want to make it difficult for any one to move ahead in your sales funnel.
That’s why it’s important to include strong, clear CTA buttons at regular intervals throughout your lead gen page.
The truth is, lead gen pages don’t have to be difficult. After all, you’re not asking your prospect to hand over any money.
Simply follow the 5 steps above and you’ll have all the elements you need to boost your conversions and radically lower your customer acquisition costs.
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