How to write killer pre-sell pages promoting affiliate offers
I wanted to talk a minute about how to write pre-sell pages that convert visitors into buyers or leads, since that is my area that I feel that I can contribute something to this forum, besides offline marketing of course which generates most of my leads.
Anyway, here's the first thing everyone needs to keep in mind. If you are creating a pre-sell page, you want to focus on not being too pushy. I know that's obvious but I see guys with their PPC ads coming up in the first spot who could triple their revenue if they weren't so damn pushy.
I suggest that you set up a squeeze page and capture their email. I don't think that it is wise to create only one landing page for your website, reason being that the visitor may view it as a sales pitch, no matter how good your copy is. Always create valuable content for your readers. You need to give them a very good reason to stop what they're doing and give you their attention.
That brings me to the first point I wanted to make: Building a good relationship with your visitors and appearing credible in their eyes.
As I said before, ALWAYS provide your visitors with something of value, and respect them. Don't make your site look like a giant billboard. This will go a long way in your efforts to convince them to trust you. I always try to make my websites come across as an informational site only. When the visitor feels like you're not trying to sell them something, they'll let their guard down.
Second, Make sure you identify a common problem early on in your page. The product you're promoting surely offers a solution to some kind of problem. If it doesn't, then get another product, you're wasting your time.
Make sure it's very clear that YOU understand what they're going through. The "i've been there" approach works VERY well. In the case that you have NOT been in the same situation they are in, find someone you know who has. Don't know anyone that has had the same problem or experience? Then find it online. Do a google search and use it as an example of someone who can identify with them.
Here's the good part: Introducing the product. I prefer to set up a page with NO affiliate links and capture their email first, then give them lots of great info via email and through other valuable pages on my website, then I introduce them to the product(s). (Let's just pretend for now that you've already captured their email and built a good relationship with them. The page I'm talking about creating is the one you'll send them to when you think they're ready.)
This is kind of hard to explain, but try not to seem like you are making money from promoting the product. I do this by comparing several different products (not a product review or comparison site), and what I do is usually fill my first 3-4 paragraphs with valuable information, giving the reader what they want and answering their questions, etc, and then immediately after is when I make my move and introduce the product(s). This may be obvious, but one way you can make it look like you're not pushing any one product is by reviewing similar products that you are not promoting. Remember DON'T put a link to products you're not making money off of.
You may think this to be counterproductive, but, you MUST point out flaws in the products you aren't making money off of. If you say how great the product is then they'll do a google search and you won't make any money. If you can't find anything wrong with the competition's products you don't promote, then don't say anything about them.
I am an affiliate at like 20 something CPA networks, so chances are, that I will find at least 3 or 4 different advertisers with the same product. Since you're making money off of all of them, these are the products we'll review and suggest to the readers.
Don't do anything more than SUGGEST to your visitors that the products you're discussing are valuable.
Another way I make it less obvious that i'm promoting products is by comparing at least 3 or 4 (or more) different offers from my networks, BUT, instead of giving them all 5 stars and saying how amazing each product is, what I do is research each product, find out which one has the best reputation and offers the most value to my customers, and I say nothing but great things about it. Sometimes you may feel the need to have two products that are equally as great, especially if you're promoting more than 4 products on your page.
For the next product I'm reviewing, I would mention how great it is, but maybe point out where it is weak, but ONLY compared to my top offer(s), and also point out some benefits of signing up for it instead of the others. Instead of recommending a product, let the readers decide. What you need to do is simply provide pros and cons, and let them decide, but remember, for your main product or two that you are promoting, try not to give any cons.
Another way to do this is by giving them a reason to sign up, or "scaring them". This is a way of turning a reader into a buyer without making a sales pitch or call to action. Let's say we were talking about ID theft, then what I would do is basically give some SHOCKING statistics that would relate to them. I like to get on yahoo answers and forums and find out what consumers are asking about the problem I'm providing a solution for.
Let's say I see the same questions coming up again and again, well that means that if you answer enough of them, then most of your visitors will find out something they didn't know before they visited your site. Find these problems that people are talking about and make sure and emphasize how the product you're promoting provides an answer to the problem they have.
If your readers feel like you really understand them and their problem(s), then it will lead to more conversions.
Also, make sure and mention the fact that whatever you're promoting is a limited time offer type deal. Without sounding like Billy Mays, try and let them know in the most subtle way possible that the offer won't last forever. One way you can do this is by saying something like: "The limited time 30 day free trial that freecreditreport.com is offering shows consumers how much they believe in their product" or something along those lines. Get creative.
I know all of this isn't anything new, I just wanted to mention these things for the newbies. Don't focus on getting traffic to your page until you've figured out how to create a page that turns readers into buyers.
Anyway, here's the first thing everyone needs to keep in mind. If you are creating a pre-sell page, you want to focus on not being too pushy. I know that's obvious but I see guys with their PPC ads coming up in the first spot who could triple their revenue if they weren't so damn pushy.
I suggest that you set up a squeeze page and capture their email. I don't think that it is wise to create only one landing page for your website, reason being that the visitor may view it as a sales pitch, no matter how good your copy is. Always create valuable content for your readers. You need to give them a very good reason to stop what they're doing and give you their attention.
That brings me to the first point I wanted to make: Building a good relationship with your visitors and appearing credible in their eyes.
As I said before, ALWAYS provide your visitors with something of value, and respect them. Don't make your site look like a giant billboard. This will go a long way in your efforts to convince them to trust you. I always try to make my websites come across as an informational site only. When the visitor feels like you're not trying to sell them something, they'll let their guard down.
Second, Make sure you identify a common problem early on in your page. The product you're promoting surely offers a solution to some kind of problem. If it doesn't, then get another product, you're wasting your time.
Make sure it's very clear that YOU understand what they're going through. The "i've been there" approach works VERY well. In the case that you have NOT been in the same situation they are in, find someone you know who has. Don't know anyone that has had the same problem or experience? Then find it online. Do a google search and use it as an example of someone who can identify with them.
Here's the good part: Introducing the product. I prefer to set up a page with NO affiliate links and capture their email first, then give them lots of great info via email and through other valuable pages on my website, then I introduce them to the product(s). (Let's just pretend for now that you've already captured their email and built a good relationship with them. The page I'm talking about creating is the one you'll send them to when you think they're ready.)
This is kind of hard to explain, but try not to seem like you are making money from promoting the product. I do this by comparing several different products (not a product review or comparison site), and what I do is usually fill my first 3-4 paragraphs with valuable information, giving the reader what they want and answering their questions, etc, and then immediately after is when I make my move and introduce the product(s). This may be obvious, but one way you can make it look like you're not pushing any one product is by reviewing similar products that you are not promoting. Remember DON'T put a link to products you're not making money off of.
You may think this to be counterproductive, but, you MUST point out flaws in the products you aren't making money off of. If you say how great the product is then they'll do a google search and you won't make any money. If you can't find anything wrong with the competition's products you don't promote, then don't say anything about them.
I am an affiliate at like 20 something CPA networks, so chances are, that I will find at least 3 or 4 different advertisers with the same product. Since you're making money off of all of them, these are the products we'll review and suggest to the readers.
Don't do anything more than SUGGEST to your visitors that the products you're discussing are valuable.
Another way I make it less obvious that i'm promoting products is by comparing at least 3 or 4 (or more) different offers from my networks, BUT, instead of giving them all 5 stars and saying how amazing each product is, what I do is research each product, find out which one has the best reputation and offers the most value to my customers, and I say nothing but great things about it. Sometimes you may feel the need to have two products that are equally as great, especially if you're promoting more than 4 products on your page.
For the next product I'm reviewing, I would mention how great it is, but maybe point out where it is weak, but ONLY compared to my top offer(s), and also point out some benefits of signing up for it instead of the others. Instead of recommending a product, let the readers decide. What you need to do is simply provide pros and cons, and let them decide, but remember, for your main product or two that you are promoting, try not to give any cons.
Another way to do this is by giving them a reason to sign up, or "scaring them". This is a way of turning a reader into a buyer without making a sales pitch or call to action. Let's say we were talking about ID theft, then what I would do is basically give some SHOCKING statistics that would relate to them. I like to get on yahoo answers and forums and find out what consumers are asking about the problem I'm providing a solution for.
Let's say I see the same questions coming up again and again, well that means that if you answer enough of them, then most of your visitors will find out something they didn't know before they visited your site. Find these problems that people are talking about and make sure and emphasize how the product you're promoting provides an answer to the problem they have.
If your readers feel like you really understand them and their problem(s), then it will lead to more conversions.
Also, make sure and mention the fact that whatever you're promoting is a limited time offer type deal. Without sounding like Billy Mays, try and let them know in the most subtle way possible that the offer won't last forever. One way you can do this is by saying something like: "The limited time 30 day free trial that freecreditreport.com is offering shows consumers how much they believe in their product" or something along those lines. Get creative.
I know all of this isn't anything new, I just wanted to mention these things for the newbies. Don't focus on getting traffic to your page until you've figured out how to create a page that turns readers into buyers.
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