Help! My Offer is a Dog!

19 replies
I am a resume writer who sells resume writing services to offline professionals and executives. I wanted to offer them a 'free resume evaluation' as my lead gen, so I created a landing page for them to enter their email address and upload their resumes for me to evaluate.

I started out on Facebook, as opposed to LinkedIn, because I wasn't successful advertising with them a couple years ago, and I usually get more response from FB.

Well, I rolled it out on Friday and didn't get ONE SINGLE SIGN UP, despite getting over 200 clicks on the ad. I pulled the plug before I wasted any more money, but I'm at a loss. What turned them off????


Thanks for your time.
#dog #offer
  • Profile picture of the author Responster
    I would get rid of everything below the fold, your explanation of the 6 second scan test, all of it. Don't make them scroll at all, just use the copy to get them scared of leaving without finding out if their resume passes the test, then give them the option to either sign up or leave. Explaining the 6 second test and all of the copy that follows takes all of the mystery and intrigue out of having that question hang on its own. If you leave any explanation of the test behind your opt-in wall, people will likely feel they need to at least opt in so they can find out what the test is and if their resume does indeed pass.

    Maybe a bullet point or bit of persuasive copy under the "DOES YOUR RESUME PASS THE
    6-SECOND SCAN TEST?
    Upload your resume now to find out (and keep it from ending up in the trash bin again).' or something to that effect.

    - R
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    • Yaaaaasssss! I wondered about that! And thank you for taking the time to reply to me so quickly. I'm going to get rid of that stuff now and put it back out there.

      Many, many thanks.
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      • Profile picture of the author discrat
        Whats with the Bait and Switch 'Dog' Subject Line.? Thought I was going to see something about dogs. It pissed me of so bad did not even want to see anything more

        Seriously, I think this is a hard nut to crack as far as a lead magnet.I could very well be wrong but people uploading their Personal Resume to someone they do not know or have a whole lot of info. on ?????
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        • Profile picture of the author JohnMcCabe
          For a start, you need to sharpen your hook.

          You have the basis for a powerful one.

          For a start, you bury your research source in tiny print at the bottom of the page, and fail to identify them. If it's a well-known name (like Robert Half), trumpet that. It gives instant credibility.

          Next, use that above the fold. Your pre-head should be something like "According to [source] research, recruiters take less than six seconds to decide whether or not to keep reading..." (Yes, use the ellipsis - the three dots - as it leads on rather than providing a full stop like a period.)

          Your headline would be something like "Will your resume pass the six second test?"

          Add a line to your opt-in box instructing people to upload a resume, minus personal info like address, phone, etc.

          Change the button text from "Submit Your Resume" to something like "Tell me if I pass".

          Test different combinations until you find one that works.

          One more thing - go in and edit the page title to something besides "Landing Page"...
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      • Ok, it's alive! I've cut out EVERYTHING below the fold and put 3 bullets of (hopefully persuasive) copy next to it. Hopefully this will keep the intrigue going and earn me some conversions.

        New landing page: https://resumesharp.wishpond.com/free-offer/

        Old landing page (for comparison): www.resumesharp.com/free-evaluation

        Anyone else have a thought they'd like to share?
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        • Just saw all the other comments that were posted. I hear you. I thought about the trust/credibility issue and people sending in their personal information, but we as internet users, fill out forms ALL THE TIME with our personal information on it and cannot always be 100% sure the information we're submitting will be handled appropriately, but if we want to order something or download information - we just do it.

          So while I have considered that, submitting my personal information to receive a product or service has never stopped me before just because I didn't personally know the person I was dealing with. We do business with people we don't personally know (strangers) all the time without an iron-clad guarantee it's completely secure. It's the internet, what else can we do?

          For example, I just had to submit my page for help, even though my email address is on there and I chanced upon a would-be competitor (ResumesPlus, what's shaking bacon?), I had to take the risk to get the help. We do it all the time.

          I did get some EXCELLENT suggestions from you all and I'm curious to find out how gjabiz was able to get that kinda business! It had to be face-to-face networking, right? It was 1993....
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          • Profile picture of the author gjabiz
            A resume contains; name, address, phone number, work history.

            When I buy at Amazon, I use a debit card, one I have just for my IM purchases. I still find it foolish to freely give out your personal information, but, to each his own.

            Still, you have a trust issue.

            To get higher fees for a resume, you have to offer more services. OK, say I buy your resume, my 6 second hook worked, I got an interview.
            Do you offer interviewing services? Today, a person could work with you via skype and polish their interviewing technique.

            I know resume writers like to boast their resumes get people jobs, but the only thing a good resume can do is get someone an Interview.

            In the hiring process, an interview is 1000 x more important, but, you have to get one, so your 6 second hook could work.

            What do you know of the job markets? Who is hiring, who is firing or laying off? The more you can help your client get what they want, the more you can charge.

            A resume is too easy to find for free online. If you truly work with executives and professionals, you should know their industries, and how they work, most use Head Hunters to locate mid to upper management positions.

            Also, do you "certify" your resume? I did, because I tested people, if they claimed they could use Word, I gave them a test.

            Too many of today's job seekers fudge their skill levels. I offered a certified and tested resume.

            Also, the ResumesPlus of today, is no relation to the one I established in 1988 and folded into my corp. in 1993. Just so you know.

            Also, using wishpond does not inspire confidence.

            Trying to help.

            gjabiz


            Originally Posted by NothingLessThanSuccess View Post

            Just saw all the other comments that were posted. I hear you. I thought about the trust/credibility issue and people sending in their personal information, but we as internet users, fill out forms ALL THE TIME with our personal information on it and cannot always be 100% sure they information we're submitting will be handled appropriately, but if we want to order something or download information - we just do it.

            So while I have considered that, submitting my personal information to receive a product or service has never stopped me before just because I didn't personally know the person I was dealing with. We do business with people we don't personally know (strangers) all the time without an iron-clad guarantee it's completely secure. It's the internet, what else can we do?

            For example, I just had to submit my page for help, even though my email address is on there and I chanced upon a would-be competitor (ResumesPlus, what's shaking bacon?), I had to take the risk to get the help. We do it all the time.

            I did get some EXCELLENT suggestions from you all and I'm curious to find out how gjabiz was able to get that kinda business! It had to be face-to-face networking, right? It was 1993....
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            • Originally Posted by gjabiz View Post

              ....

              Also, using wishpond does not inspire confidence. I can use OptimizePress without the branding, so I'll switch platforms.

              Trying to help. And thank you!
              gjabiz
              All solid advice. I can do the free critique offer later in the funnel once some trust has been established. It's possible many felt as you did.
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  • Profile picture of the author Steve B
    Just a couple of questions for you:

    1- How targeted were the viewers of your ad? Were they just random people? People looking for work? People who expressed a desire to have a resume made for them?

    2- Why did you decide to roll out your campaign on a Friday (beginning of the weekend)?

    3- You're asking complete strangers to upload their resume (with personal information) as their very first contact with you. Did you think this through?

    4- 200 clicks is not a large sample size. Have you considered other campaigns to increase that number to at least 1,000?

    5- Have you considered targeting graduating seniors?

    6- Do you know that there are many, many free resume writing resources easily accessible online? People who are job hunting may not have the funds to hire a resume professional.

    7- What do you consider compelling about your squeeze page offer? I'm not sure that finding out what the 6 second test is qualifies as "compelling."

    Just some questions to mull over.

    Steve
    Signature

    Steve Browne, online business strategies, tips, guidance, and resources
    SteveBrowneDirect

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  • Profile picture of the author gjabiz
    I wanted to see your regular site first, but, when I typed in Resume Sharp

    I got a warning...

    This connection is untrusted.

    I searched for the problem, apparently Hostgator was your host, but it isn't anymore?

    Anyhow, you are asking people to give you their most personal information, which would be foolish for ANYONE to do, not knowing who you are.

    Send a million people there, and you'll be lucky to get any resumes to look at.

    When I started ResumesPlus in 1993, I was making 1000 bux a day with just two clients a day. Maybe I can help you, or maybe I can't. But the problem you are having is a trust issue.

    gjabiz

    Originally Posted by NothingLessThanSuccess View Post

    I am a resume writer who sells resume writing services to offline professionals and executives. I wanted to offer them a 'free resume evaluation' as my lead gen, so I created a landing page for them to enter their email address and upload their resumes for me to evaluate.

    I started out on Facebook, as opposed to LinkedIn, because I wasn't successful advertising with them a couple years ago, and I usually get more response from FB.

    Well, I rolled it out on Friday and didn't get ONE SINGLE SIGN UP, despite getting over 200 clicks on the ad. I pulled the plug before I wasted any more money, but I'm at a loss. What turned them off????

    You can check out the page here: www.resumesharp.com/free-evaluation.

    Thanks for your time.
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  • Profile picture of the author morg2k2
    Well,

    First, I would delete your email address from the top. That will distract people, besides they will also optin to your form so there is no use for that.

    Then you have a long Squeeze page, experience tells me they convert much lower than short Squeeze pages.

    So delete everything except the first fold. Or if you prefer to use both versions and see which one converts better.

    For last but not least Facebook targeting, do you know what is your target audience? If you don´t, you will start burning money.

    Check 4-5 top interests of your target audience (you should know what are those audiences), the create 1 single ad for each segment in terms of gender and age distribution.

    Example:

    AD1 Short Squeeze page
    Male 18-24
    Interest 1

    AD2 Short Squeeze page
    Male 25-34
    Interest 1

    AD3 Short Squeeze page
    Male 45-44
    Interest 1

    AD4 Short Squeeze page
    Male 45-54
    Interest 1

    AD5 Short Squeeze page
    Male 55-64
    Interest 1

    Then you need to replicate all these settings changing only the gender to female.

    Then replicate these 10 ads for the Long Squeeze Page.
    Then Replicate those 20 Ads for each additional interest

    Test it for about 3-5 days using a low budget like $2-$3 per ad

    After 3-5 days start deleting the worst ads until you keep just a few.

    It will cost you a bit of money, but it's the best way to do it. is Split testing.

    Morg
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  • Profile picture of the author Brent Stangel
    Anyone else have a thought they'd like to share?
    The background image took so long to load I finally gave up.

    Not everyone in the world has high speed internet. Most marketers totally disregard this fact. I try to make everything as light as possible.
    Signature
    Get Off The Warrior Forum Now & Don't Come Back If You Want To Succeed!
    All The Real Marketers Are Gone. There's Nothing Left But Weak, Sniveling Wanna-Bees!
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  • Profile picture of the author morg2k2
    I think it's much better now.

    Before start pumping in FB research what is your target audience, if you don´t really who is it.

    Morg
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  • Profile picture of the author morg2k2
    Use gtmetrix.com to check what you should improve. Point to the Squeezepage URL.

    Morg
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    • Profile picture of the author TheGMa
      Originally Posted by morg2k2 View Post

      Use gtmetrix.com to check what you should improve. Point to the Squeezepage URL.

      Morg
      OFF TOPIC

      Yes, Morg, and I sincerely wish more people would use Gmetrix. I do research and flip out of countless web sites because they have one cotton pickin' load after another. I always find the info I want on a friendlier site.

      Declan Dunn taught me that no page should take more than maybe 10 seconds to load on the slowest computer in the darkest corner of Outer Mongolia, and I built an enormously successful web site using that advice.
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  • And where the heck did they move the "Thank" button?!? It was here for years!
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    • Originally Posted by Steve B View Post

      Just a couple of questions for you:

      1- How targeted were the viewers of your ad? Were they just random people? People looking for work? People who expressed a desire to have a resume made for them? I started out with professionals who matched occupations similar to previous clients, US nationwide, ages 30-60. I figured I'd narrow it from there.

      2- Why did you decide to roll out your campaign on a Friday (beginning of the weekend)? Anxious. Wanted to get the thing out, figured folks were home and would have time to do it at their leisure, rather than during the busy weekdays.

      3- You're asking complete strangers to upload their resume (with personal information) as their very first contact with you. Did you think this through? Yes and apparently no, see my reply. I've got another idea.

      4- 200 clicks is not a large sample size. Have you considered other campaigns to increase that number to at least 1,000? Yes, will also target LinkedIn and Google. Want to sharpen offer first before scaling. Don't want an even bigger dog, ya know?

      5- Have you considered targeting graduating seniors? Absolutely, but their broke. Need another offer for that one. I'll go there next.

      6- Do you know that there are many, many free resume writing resources easily accessible online? People who are job hunting may not have the funds to hire a resume professional. Of course, but MOST of that free stuff is junk and everyone is doing the same thing. I've got a few ninja tactics to help my clients stand out from the noise.

      7- What do you consider compelling about your squeeze page offer? I'm not sure that finding out what the 6 second test is qualifies as "compelling." What do you suggest? The hook was to find out if their resume passes the 'mysterious' test, not to simply find out what the test is. Otherwise, I would agree, who cares right?

      Just some questions to mull over.

      Steve
      Originally Posted by discrat View Post

      Whats with the Bait and Switch 'Dog' Subject Line.? Thought I was going to see something about dogs. It pissed me of so bad did not even want to see anything more So funny.
      Originally Posted by gjabiz View Post

      I wanted to see your regular site first, but, when I typed in Resume Sharp

      I got a warning...

      This connection is untrusted. No bueno! Will look into that!

      I searched for the problem, apparently Hostgator was your host, but it isn't anymore? They've always been my host. Not sure what happened there.

      When I started ResumesPlus in 1993, I was making 1000 bux a day with just two clients a day. Maybe I can help you, or maybe I can't. But the problem you are having is a trust issue. Got it. How in the halibut did you pull off $500 a pop and 2 clients a day pre-Internet!???!

      gjabiz
      Originally Posted by morg2k2 View Post

      Well,

      First, I would delete your email address from the top. That will distract people, besides they will also optin to your form so there is no use for that....

      It will cost you a bit of money, but it's the best way to do it. is Split testing.
      Thanks, I'm on it!
      Morg
      Originally Posted by JohnMcCabe View Post

      For a start, you need to sharpen your hook.

      You have the basis for a powerful one....
      One more thing - go in and edit the page title to something besides "Landing Page"...

      You rock, John. Great information! Thanks.

      Originally Posted by Brent Stangel View Post

      The background image took so long to load I finally gave up. I liked the colorful photo, but not if people can't load it. Will think of another option.

      Not everyone in the world has high speed internet. Most marketers totally disregard this fact. I try to make everything as light as possible.
      I have another offer that I'm going to roll out to alleviate the trust issues, provide faster load time and ease folks into working with me. I'm going to implement all the advice I've received here with my next iteration. Thanks to all of you.
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  • Profile picture of the author laurencewins
    [DELETED]
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    • Profile picture of the author Jill Carpenter
      Originally Posted by Brent Stangel View Post

      The background image took so long to load I finally gave up.
      It was slow to load for me this morning. But I have to say I found the whole thing extremely distracting! That image with the white lettering and shading blocks - too much going on for me to focus on the message on the page.

      I also think OP should go back and read JohnMcCabe's copy suggestions.

      I'd be moving that sign up form to the right side or center and down. Kick out that back ground image or soften it greatly.

      Just noticed the "create free landing pages at wishpond" - I'd be moving this page to my own server.

      Why is your email there? That gives me an out to signing up on your form IMO.

      You need to decide - do you want people to email you or sign up to the list?
      Signature

      "May I have ten thousand marbles, please?"

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  • Profile picture of the author seobro
    I like your catch phrase -
    Our Resumes Get You Results

    However, you need to work more on your squeeze page.


    BTW, what is this -

    6-Second scan?
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