10 Tips for Creating a Good Ad and Landing Page to Get Emails
Once you create your system for setting up a landing page to get emails, you need to create good compelling copy to get prospective clients and customers to your page. Then, that copy needs to convince them to sign up. In effect, you want to land people on your landing page with copy that gets them to want more and trust you to deliver it.
Following are some tips to create a good ad and landing page. Examples of my own ads and landing pages are at the end to illustrate these principles. I worked with one VA where I wrote the copy following her guidelines, In the other case, the VA asked me for some basic information on what to say; then she wrote the copy.
1) Since advertising approaches differ for different industries, look at some ads that other advertisers in your field are using to get prospective customers and clients to go to their landing page. Take photos or screen shots of the ads you like, and use them as a guide to creating your own ads. Look at the layout, the use of font styles and sizes, the photo or video, and the content of the copy. Think about what you liked in your favorite ads which got you to want to know more.
2) In each ad, include a link to follow or a button to click that goes to your landing page. Use the examples of other advertisers with links or buttons you like to help you decide what you want to use. Typically, the copy will direct the prospect to a link or button that says something like “Click for more information,” “Click to learn more,” “Click here” or “Learn More.” Notice the colors and fonts others use in the copy below a link or on a button.
3) You can include a video with highlights of a webinar, product demo, testimonials from buyers, PowerPoint presentations, clips from a longer video, or other promotional materials. Any video should be short — generally 30 seconds to 2 minutes — to introduce you and your offering and invite viewers to click to learn more. The link on the ad will then go to your landing page.
As an alternative to a video, include an image of your book or product, a few large lines of type featuring one or two major benefits of using your service, or a combination of an image and short persuasive copy.
4) Keep your headline copy short and compelling, such as “The New Low-Cost Solution for Solar Power” or “The Revolutionary Diet Celebrities Are Talking About.” Or ask a few questions that suggest a problem that individual in your target market want to solve, such as: “Do you want your business to be MORE successful in 2020? How will you do that? Better promotion? More clients? More exposure for your business?” Then, your copy should suggest ways solve the problem and urge viewers to go to your landing page for even more helpful information.
5) Include any branding in your advertising, such as a logo for your company. If your logo doesn’t immediately convey what your business is, include the name of your business with a logo. For example, my CPW logo by itself doesn’t say what my business does, so I also add my business name: Changemakers Publishing and Writing.
6) In creating your landing page, look at what others in your field are doing on their pages, just as you looked at their ads to get prospects to their landing page. Notice how others use photos or videos to tell you about their book, product, or service to convince you to want to know more. Also, pay attention to how they have used copy, including the font sizes and styles. For an even more careful study, take photos or screenshots of the landing pages you especially like, so you can study them in more detail and use them as a guide.
7) In your landing page copy and in any video that conveys your message, provide more value and highlight the benefits the person will get from your free gift. For instance, include a few tips from the PDF of your book which they will get and let them know they will learn lots more in the full book. You can list some testimonials, too. Or if it’s a product, you might show someone using it. If it’s an online course or webinar, include some highlights in a short 2–3 minute promotional video. Perhaps list some benefits and features they will get in this gift.
8) Invite the viewer to send you their email to get your free gift. Additionally, include a form to fill out with their first name or full name and email. Include a send button, too. You might also offer an assurance that you will not be giving or selling their email to anyone else. For instance, your note of assurance might state: “Privacy Policy: Your information is safe with us. We will never share or distribute your information to anyone.”
9) Decide whether to prepae your ad and landing page copy yourself or find outside assistance. It may be better to turn the writing over to a virtual assistant or marketing pro who is familiar with writing these materials. If they can set up the response system with an autoresponder, so much the better. Even if you are a pro at other kinds of writing, marketing, promotional, and sales writing is different. Thus, you can often save time and produce better results if you let someone else handle the copy. I recommend working with a virtual assistant or marketing pro unless you are a whiz at such writing yourself. For example, I followed the guidelines of one VA on what to write, and I gave another VA, who was well versed in writing landing page copy, some information about what to write. But in both cases, the goal of the copy was the same, such as featuring the book I wanted to promote and links to my website and LinkedIn page, where there were some testimonials and a book description.
10) Test out different ads and landing page copy, to see what works best. To test out the ads, see which ones get the most views and importantly, the most conversions, whereby individuals go to your landing page.
You can test the copy when you vary the headlines or other copy to the same target market. You can similarly test out using different images and videos. To test the market for your ad and landing page, use the same copy but direct it to different audiences.
In doing these tests, vary only one things at a time, such as the photo, headline, or target market. Don’t try to make multiple changes, because you won’t know which element is working best.
When you test different approaches on your landing page, see which one gets the largest percentage of prospects to provide their email to get the gift. Here the elements to compare are the images or videos you use, the headline or other copy, the overall format or look and feel of the page, and how much copy you include.
As you discover the best formula for your ad and landing page copy, use that in the future. In this way, as you add new books, products, or services, use what you have learned about what works best to guide you in deciding the best approach for you.
Now here are examples of the copy for my own campaign. They both included logos and photos, though I’m not to include the images in this article.
This is the copy a virtual assistant wrote for me:
It starts off with my logo and name spelled out, followed by some questions directed towards the possible problems for those in my target market. Then, after a brief description of my book, it features three testimonials, followed by a more detailed outline of what’s in the book. After that, it describes the gift people will get — in this case, a chapter from the book — followed by an email form for filing in one’s email to get the gift.
Changemakers Publishing and Writing
Do you want your business to be MORE successful in 2020?
How will you do that? Better promotion? More clients? More exposure for your business? Increased income?
Gini Graham Scott, Ph.D., has authored over 200 books on topics like Writing and Publishing, Self-Publishing, Sales and Success, Self-Help and Inspiration Books, Marketing, Sales and Promotion, Business and Work Books, Special Issue, Crime, and Society, Recreation and Games, and so much more!
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Author of Soulwork, thesoulworkcompany.com
Her newest book, 100 Ways to Gain More Success: Through Promotion, Using Videos, and Building Your Business is a compilation of 10 such books in one convenient volume. The very first chapter, in Part 1 is titled Promoting Your Books, Products, or Services. Every chapter is broken down into easily digestible and actionable 10 Ways bites. Created in a journal format so that you can capture your thoughts after each tip that she shares! Build your action plan as you read!
In Part 1 she shares tried and true tips and advice on topics like –
- 10 Ways to Increase Your Circle of Influence
- 10 Ways to Promote Your Book, Product, or Service
- 10 Ways to Use Speaking to Get Clients and Make Sales
Part II continues with 3 chapters about Using Videos Successfully
Part III dives into Other Ways to Build Your Business
Gini, besides being an accomplished entrepreneur and prolific author, helps other writers hone their messages with her ghostwriting services. She has ghostwritten and co-authored several books.
- American Justice? By Paul Brakke with Gini Graham Scott, Ph.D.
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- At Death’s Door by Sebastian Sepulveda, MD and Gini Graham Scott, Ph.D.
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Privacy Policy: Your information is safe with us. We will never share or distribute your information to anyone.
This is copy I wrote based on the guidelines from the virtual assistant
In this case, the sequence begins with my logo and company name, followed by a very brief description of a video in which I introduce the video which features 3 tips that will help viewers (in this case, help writers avoid mistakes when trying to get published). Then, after they click, they are invited to click a link to go to a landing page, which thanks them for their interest, tells them more about the value of this gift, and invites them to put in their email. After they do, an autoresponder sends them their free gift — a PDF of the whole book as an attachment or with a link to a private page where they can get it. Additionally, the thank page with this gift thanks them for their interest and lets them know they will receive more helpful information in the future. After this, the autoresponder adds their name to an email list that will send them offers of interest in the future.
Changemakers Publishing and Writing
SOCIAL MEDIA POST
This video features 3 ways to avoid these mistakes, which will help you get good reviews and more sales. For more tips, get a FREE PDF of The 10 Biggest Mistakes that Writers Make in Publishing Their First Book, which sells on Amazon for $5.95. Click this link your free copy.
LANDING PAGE COPY (INCLUDE EMAIL SIGN IN FORM)
Thanks for your interest in receiving your FREE PDF of The 10 Biggest Mistakes that Writers Make in Publishing Their First Book. We’re sure you’ll find this very valuable and these tips will help you stand out in a very crowded market, where there are over 1 million books published each year.
While traditional publishers have long had an advantage with their connections in distribution and publicity, these tips will help you get off to a running start and stand out, so you get more attention and sales.
Just fill in your first name and email in the link below to get your free copy as a PDF. And you’ll get some additional tips from us every month or so to help you stay ahead.
(AFTER PERSON FILLS IN EMAIL INFORMATION, THEY WILL GET THEIR FREE COPY)
BACK COVER COPY AND AMAZON DESCRIPTION ON LANDING PAGE
The 10 Biggest Mistakes Writers Make in Publishing Their First Book describes the major mistakes that writers make when they publish their book resulting in very low sales. The 10 Biggest Mistakes emphasizes the importance of good writing, having a good cover, actively promoting your book, getting review and testimonials, publishing your book in multiple formats, and more.
The book is formatted like a journal, so readers can write down their ideas for what to do after reading each tip.
The book is part of a 10 tips series, in which each book features 10 tips and techniques for becoming more successful in different ways.
GINI GRAHAM SCOTT, Ph.D., J.D., is a nationally known writer, consultant, speaker, and seminar leader, specializing in business and work relationships, professional and personal development, social trends, popular culture, science, and crime. She has published over 50 books with major publishers. She is the founder of Changemakers Publishing, featuring 150+ books on work, business, psychology, self-help, and social trends. She has worked with dozens of clients on self-help, business books, memoirs, and film scripts.
EMAIL SIGN IN FORM
COPY FOR THANK YOU PAGE WITH PDF MAILIING
Here’s your PDF of The 10 Biggest Mistakes that Writers Make in Publishing Their First Book. It is a complete copy of the book currently selling on Amazon.
We hope you enjoy it, and if you do, we invite you to send us a review we can post on our website, along with the name you want to use, your city and state, and we can include your website and title of your next book, if you like.
We also hope to send you more information and tips to help you gain even more success as a writer over the next month or two.
So now happy writing, and may you get many readers and sell many books.
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Here’s your PDF of The 10 Biggest Mistakes that Writers Make in Publishing Their First Book.
It is a complete copy of the book currently selling on Amazon.
We hope you enjoy it, and if you do, we invite you to send us a review we can post on our website, along with the name you want to use, your city and state, and we can include your website and title of your next book, if you like.
We also hope to send you more information and tips to help you gain even more success as a writer over the next month or two. So now happy writing, and may you get many readers and sell many books.