Million-dollar software companies with "bad" salespages?

by perneali45 4 replies
In the last few days, I have been doing research on internet marketing software.

Some of them supposedly make millions per year. Example:

https://moz.com/products/pro

1) Headline:

The "headline" is:

"Improve rankings and search engine visibility with the complete SEO toolset."


Some would argue that this is a very general, boring and unappealing headline, compared to what we often see on the Warrior Forum. For example:

"Rank your site on the 1st page of Google in 7 days."

There's no clear benefit, no story, no emotion, no nothing.

Is it because the site above is after a different demographic ("online business" vs "make moniez online")?

Do they feel that if they sell too hard, they could essentially "unsell" the visitor?

2) Landing page design:

The site above doesn't have a long-form "salesletter" - it has a mini site, with pages devoted to each "sales element." For example: Overview, features, testimonials, pricing.

Do they feel that long-form salespages are tacky, no matter how well-written they are?

3) Clarity:

The site above does a lot of content marketing, and presells with value. It even has a "Blog" link at the very top. So, I assume that their visitors already know, like and trust them (which is good).

But wouldn't the site also benefit from a simple explainer video? Not a video salesletter - just a simple 2-minute walk-through, to help visitors understand better what they are getting.

This would seem as a "must-have", since many people love video. So, why aren't they doing it? I suspect they "know" something but I can't figure out what.

4) My questions:

- What do you think about this?

- How do you think a sales process like this would do as a WSO, or as a "product launch" in our community?

Thanks!
#copywriting #bad #companies #milliondollar #salespages #software
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  • Profile picture of the author SARubin
    Originally Posted by perneali45 View Post


    1) Headline:

    The "headline" is:

    "Improve rankings and search engine visibility with the complete SEO toolset."


    Some would argue that this is a very general, boring and unappealing headline, compared to what we often see on the Warrior Forum. For example:

    "Rank your site on the 1st page of Google in 7 days."

    There's no clear benefit, no story, no emotion, no nothing.

    Is it because the site above is after a different demographic ("online business" vs "make moniez online")?

    Do they feel that if they sell too hard, they could essentially "unsell" the visitor?

    - How do you think a sales process like this would do as a WSO, or as a "product launch" in our community?
    Granted, their headline could use a couple power words (like "quickly" or "easily") to make it a bit more enticing.

    But I believe what they're trying to do (like many other legitimate companys), is move away from the "hype" filled copy, and move towards a more "authentic" and "trustworthy" persona.

    The hype filled copy, like "Rank your site on the 1st page of Google in 7 days." still works good when selling to people looking for "secret sauces" or "magic bullets" to make all their dreams come true overnight.

    But the internet has become over saturated with hyped up claims. More and more, intelligent people just aren't buying the B.S. anymore.

    There's nothing wrong with making bold promises. In fact you often need to, just to get peoples attention. But for long term customer loyalty, we want someone who can genuinely help us, without sounding like a "snake oil" salesman.
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  • Profile picture of the author DGabeNJ
    I see a paradigm shift slowly happening where copy needs to be genuine and authentic to draw in the proper audience. Companies want customer retention for downstream revenue and people chasing BSO's do not fit the mold. Like SARubin, alluded to, the days of complete fluff may be on their way out.
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    HardcoreProfit.com Coach

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  • Profile picture of the author DABK
    Moz has established itself as Expert, its copy can be less than perfect and still convert?

    You seem to make the assumption that the copy they have gets the best possible results. Maybe it doesn't and moz just doesn't know or care that it can benefit from improving.

    Or, maybe, they cannot benefit, maybe they're swamped with what they've got.

    A WSO from someone trusted would sell... Would sell even more if headline and other elements were improved.
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  • Profile picture of the author havplenty
    Moz, I am sure, would have tested everything you see on that page. And they probably know and understand their target market better than you can see from just looking on.

    Above all, only opportunity seekers still fall for hype. In fact, that's the only way to sell to an opportunity seeker. For him, 7 days to the top of Google is infinitely more believable than 90 days.

    Know your customer and you've won half the battle.
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