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Close.Up.Dave
Inner circle
Behind you!
2739 Posts
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Posted: Feb 28, 2012 5:24pm
Scott Burton said something in a previous thread but I didn't want to derail his topic because he was looking for feedback. I wanted to talk about what he said because it made me realize something I had been thinking but didn't know how to express it. He said:
Quote:
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On 2012-02-28 16:10, Scott Burton wrote:
I have fought back and forth with sales letter vs. brochure style over the years. In the end, I determined that my marketing approach is more personal and I thought that a brochure style site would work better in my marketing system. If I tried to grab prospects directly on-line and convert them, I would definitely use a sales letter site.
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This is exactly the thing that made me wait on converting to a sales letter style. If its someone who knows me, I don't want them to feel like they are being sold something every time they go to my site. Which made me wonder: Who needs to be sold quickly, and who is more likely to take their time looking?
Perhaps sales letter style sites are more suited to be a landing page for google advertising? You would have a high amount of people clicking on the site and get the "what's in it for me" right away. Then there could be a link to the brochure portion of the site (the main site).
That way the sales letter style will sell people who are shopping around and keep them on the site. For returning customers, or people who simply want to check out the site, they won't feel like they are being sold something the whole time.
Am I on to something here?
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Carducci
Elite user
464 Posts
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Posted: Feb 28, 2012 5:53pm
I actually just finished a post on a hybrid strategy I'm experimenting with; where I host a "sales letter" style page but then send them a detailed "brochure" like proposal. Here's the thread: http://www.themagiccafe.com/forums/viewtopic.php?topic=455889&forum=44&4&start=0#3
I agree that the sales letter style is MUCH more suited for adwords. You're paying for clicks from people and you know exactly what they're looking for by their keywords. If you're not giving them that the second they land, IMO you're wasting money (I have probably spent thousands on this).
I also find that the people who click around most on my full site are people who have already booked me.
I actually have different sites for different purposes. I have my experiment sites that I target with adwords, I have my regular site which tries (and sometimes fails) to have broad appeal. Then I have sites that are hidden from google but the URL is printed on my business cards. These are the most "brochure" like since I know that if you're on that site you have either seen me or I come highly recommended. For these people, I don't have to worry about catching their attention in the first 12 seconds (or however long it is)
Michael Carducci
Co-Founder ShowBiz CRM Advanced booking software for Magicians
and Houston Magician
facebook.com/MichaelCarducciMagic @MichaelCarducci
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magicmaninsd
Regular user
San Diego, CA
199 Posts
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Posted: Feb 28, 2012 11:07pm
This is too strange, I was thinking of this exact thing too. My adwords landing page is my normal birthday party page (very straight and to the point (see it here www.magician-san-diego.com). I also have adwords for corporate stuff which is my normal site.
I used to have a sales letter style landing page that did a lot better than my current page. I am thinking of going back. Sales letter pages (specifically for adwords or other PPC) give the best of both worlds to the 2 kind of people who look at websites: Those who skim and those who want a lot of details.
Like Carducci, I have different sites, but my main one, which shows up on search engines is a one-page landing page that is simple and to the point (ie. "Click her for magic for kids").
I think this is a debate that will go on and on and my opions will likely continue to change as well. Heck, I started out using sales letter pages then tried to get creative and saw my adwords payments double with about 1/3 increase in bookings and now I'm going back to reading Dan Kennedy, so go figure hahaha
My thinking is that for adwords and ppc I will use sales letter pages taht are hidden from normal view.
Josh
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amakar
Loyal user
212 Posts
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Posted: Feb 29, 2012 7:32am
The metric you want to look is simply what converts. You can conduct an A/bB split test to determine whch version of you brochure or sales page converts better. You don't need to write those long form and slightly "scammy" looking sales letters. They can be much shorter ans still convey the main ideas.
Of course this differs across magic market segments. A kids show is going to be simpler than a networking reception event.
Take a look at this article:
http://www.joshklein.net/effective-product-sales-page-anatomy
If you provide the basic elements, you can leverage good design with good marketing. Of course if your longer form converts better for you, go for it.
In one of my other businesses I do a longer sales letter due to educating and explaining the problem.
I am currently looking into a video version as well.
Andy
andy@magicfunman.com
Read the US Magician Income Report | SEO for Magicians | The Coin Magic Tricks Blog
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Close.Up.Dave
Inner circle
Behind you!
2739 Posts
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Posted: Feb 29, 2012 7:52am
Thanks for your feedback guys. I'm definitely going to start working on this.
Andy, I agree on that landing page shown in the blog. It has all of those elements without looking like they're trying to force us to buy anything. I think its a better model to study while trying to improve my site. Thanks for posting it.
David
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lou serrano
Veteran user
Los Angeles, CA
333 Posts
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Posted: Feb 29, 2012 2:45pm
Andy,
Thank you for sharing the link. It's definitely worth studying.
The 4 Hour Work Week home page is more of a squeeze page and not a sales letter. I've used both with great success and they each serve a different purpose.
The old adage "Success Leaves Clues" is definitely true, and there are lots of clues on that site worth studying.
Respectfully,
Lou Serrano
Lou Serrano's Steel Ball Routine
Marketing Course For Magicians
Los Angeles Magician
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jackturk
Elite user
463 Posts
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Posted: Feb 29, 2012 9:47pm
I totally believe you want to have multiple websites, each tailored
to the specific market you're aiming at.
I also as well offer a "magic for everything including hangings" site...
which is based around the more generic "magician" keyword (who knows
why they want to hire a magician, so I give multiple options).
I am also a huge fan of long form sales copy written in 1st person
directly to the prospect. Of course, I like to write and the fingers
they type so fast...
-Jack
"59 Ways To Recession Proof Your Entertainment Business -- FREE!"
http://www.GetLeadsLikeCrazy.com
"How To Make $25,000 a Year Doing Birthday Parties Part-Time"
http://www.magicmarketingcenter.com/birthdayPT
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magicmaninsd
Regular user
San Diego, CA
199 Posts
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Posted: Feb 29, 2012 10:42pm
One of the best sales letter pages I've read and used was Jack Turk's. His birthday party course so so good, plus it's only $25 for those interested in a sales letter style page for birthdays.
I, in no way receive any benefit from Jack, just a happy customer.
Josh
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lou serrano
Veteran user
Los Angeles, CA
333 Posts
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Posted: Feb 29, 2012 10:51pm
Quote:
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On 2012-02-29 21:47, jackturk wrote:
I also as well offer a "magic for everything including hangings" site...
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Magic for hangings. Now that's funny! 
Lou
Lou Serrano's Steel Ball Routine
Marketing Course For Magicians
Los Angeles Magician
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