Ever heard of Charley Hill? He seemed like an average, ordinary guy.

He lived in a mid-sized town with his wife, two children, and a dog. He went to church on Sunday, coached Little League, and drove a pickup truck. He was friendly but quiet, the sort of guy you could walk by on the street without noticing.

But appearances can be deceiving. Charley Hill was one of the most successful farm equipment salesmen in the Midwest. People would travel hundreds of miles to see Charley, even when there were plenty of dealers much closer to home.

What did Charley have that other salesmen didn’t? Not a thing.

He sold the same equipment as everyone else. Carried the same parts. Provided the same service. Yet his sales were typically two or three times that of similar-sized dealers. The reason?

Charley Hill didn’t believe in “fair” offers

Every customer went home, shaking his head, thinking that good old Charley was the most unfair salesman they had ever dealt with.

But they thought it was Charlie who was getting the raw end of the deal.

Charley didn’t cheat his customers — no, quite the opposite. He simply made offers that were so compelling, and seemed so skewed in his customers’ favor, people just couldn’t say no.

What is a “fair” offer, anyway? A reasonable price? There’s nothing wrong with that. But there’s nothing very exciting about it either.

An “unfair” offer, on the other hand, is very exciting. It’s a deal that makes customers feel as if they’re getting far more value than what they’re paying for. It’s an arrangement that makes a purchase seem irresistible, easy, and free of risk.

How do you make an unfair offer?

First, let’s consider what an offer is. The most basic offer is simply “Here’s something I’m selling and this is what you have to pay.” But an offer can be so much more.

Consider some of the other elements that could go into an offer, such as:

• The unit of sale (each? two for? set?)
• Optional features (personalization? e-book or hardcopy?)
• Presentation of price ($40 or $39.99? $12 a month or 40 cents a day?)
• Terms (credit card? delayed billing? installments?)
• Incentives (free gifts? discounts? contests?)
• Guarantee (money-back? buy-back? refund unused portion?)
• Trial period (30 days? 60 days? 90 days?)
• Time or quantity limit (respond before date? reply in 10 days? only 500 available?)
• Shipping and handling (extra or included?)
• Future obligations (buy 3 more in 6 months? no obligation?)

Once you have an idea of the parts that make up your offer, you can improve each one-by-one. For example, let’s say you’re selling an e-book on your blog and your price is $30. Here’s a breakdown of the possible elements of your offer:

Unit of sale: 1
Optional features: none
Presentation of price: $30
Terms: credit card payment
Incentives: none
Guarantee: none
Trial period: none
Time or quantity limit: none
Shipping and handling: none
Future obligations: none

So basically, you offer an e-book for a flat $30 and you want payment upfront. That’s it.

If you’ve built up the benefits of your book, it seems like a fair offer. But how could you turn this into an unfair offer? Let’s look at each element.

Unit of Sale

You’re selling one e-book. Okay, makes sense for most individuals. Though if your market is business or government, you could offer a lower price for a higher unit of sale, say 10 for $250. This works even better if you’re selling physical items.

Optional Features

Many people prefer books in hard copy. A hard copy also seems more valuable because it’s a physical object rather than just an electronic file. In fact, many people print e-books to make them easier to read.

So you might offer a printed version for $10 more. Perhaps the printed version could have an extra chapter or bonus features. Once you have a finished book design, hard copies can be relatively simple with print-on-demand services, such as Lulu.

Presentation of Price

You’ve done your research and found that $30 is a good price for the type of e-book you’re selling, but you could use a “price break” to make the cost appear smaller. You can present this price as $29.99 or $29.97 or $29.95.

It costs you only a few pennies, but transforms a thirty-dollar price tag into what feels like a twenty-something price tag. For simplicity, you could even set the price at a flat $29.

Terms

There’s nothing wrong with accepting credit cards. But you could also accept PayPal. And as odd as it may seem, some people don’t like to use credit cards or Paypal and prefer to send a physical check.

I work with a political organization that sells products online and we always allow payment by check for the small percentage of people who feel more comfortable with that. It is more time-consuming, so you would have to evaluate whether it’s cost-effective for you. With many online businesses it’s not practical.

Incentives

Here’s where you can really pump up your offer. You can offer a free gift or bonus (or two or three) with each sale. This might be other e-books you already have or sections that you pull out of the main e-book. Offering a 100-page e-book with a 20-page free bonus is more attractive than offering a 120-page e-book.

You could also offer special discounts, such as $10 off for the first 4 weeks of your promotion, then raise the price later.

Guarantee

Here’s another great way to strengthen your offer. Remember that people don’t know what they’re getting until they get it. They’ve been ripped off before and have doubts any time they buy something sight unseen.

You could offer a 30-day money back guarantee to assure them that you’re honest and stand behind what you sell. Better yet, a 60-day or 90-day guarantee. It may seem counterintuitive, but the longer the guarantee, the less likely people are to return something.

Trial Period

If you’ve promoted your e-book as a “system,” such as how to build blog traffic step-by-step, you could turn your guarantee into a risk-free trial.

Try my blog traffic-building system risk-free for 3 months. If you’re not satisfied with the results, I’ll refund your money no questions asked.

Time or Quantity Limit

Quantity limits work for physical items. “Hurry. Quantities are limited.” Time limits work for anything. “It’s available only for the next 19 days.” A time limit forces an immediate decision and increases sales.

If you don’t want to set a limit on your e-book, you could set a limit on a bonus. “Order in the next week and get the bonus e-book free.”

Shipping and Handling

For an e-book, there is no shipping and handling. But if you choose to offer a hard copy or physical item, it is acceptable to add a reasonable amount to cover your shipping costs.

You could also offer free shipping as a bonus offer, which is popular for online sales. By the way, most cities have one or more “fulfillment” businesses who will package and ship your items for a small fee.

Future Obligations

Book clubs sometimes offer special low prices on an initial purchase if you agree to make future purchases at the regular price. “Get 3 books for 3 bucks. Order 5 more books later for our regular low price.”

I’ve not seen this offer used with e-books, since there’s a chance you could get ripped off by your customers. But for the right audience, it could work.

Okay, so let’s pretend your e-book is called “The Magic Blog Traffic Building System.” Here is your original “fair” offer:

Order The Magic Blog Traffic Building System for $30

A little boring, huh? Now let’s compare that to this “unfair” offer using some of the elements above:

Try The Magic Blog Traffic Building System risk-free for 90 days. Your satisfaction is guaranteed. If your blog doesn’t explode with traffic, return the book for a full refund, no questions asked. Order in the next 30 days and pay just $19 ($29 after March 15) PLUS get 3 FREE BONUS reports: 9 Ways to Boost Blog Traffic with E-mail, Blog Design Secrets that Make Visitors Come Back, and The Lazy Blogger’s Way to Create Popular Posts.

How could you turn down an offer like that? It’s so good, it actually appears “unfair” to the person selling you the e-book.

“How could anyone make money asking so little and giving me so much?” That’s the impression you want to create. And that’s what can turn a boring “fair” offer into an exciting “unfair” offer.

Old Charley Hill came before the Internet and wouldn’t know a blog from a bullfrog. But he understood the idea that customers come first. When you make people feel you’re giving them more than you’re getting in return, you make sales. Lots and lots of sales.

Want learn more about putting together killer offers, and presenting them in the most compelling fashion? Subscribe to Internet Marketing for Smart People, the Copyblogger email newsletter. It’s some of our best stuff, no junk, no fluff, and no charge. Hey, that’s a great offer!

About the Author: Dean Rieck is one of America’s top freelance copywriters and publisher of the Direct Creative Blog and Pro Copy Tips, a blog that provides copywriting tips for professional copywriters.

You might not hear it, but your readers might be saying it.

To themselves and to one another, they’re reading what you have to say and shouting “Liar!”

It’s not because you’ve stretched the truth, because you don’t care, or because you got your facts wrong.

It’s because you were lazy.

There’s nothing like lazy copy to make your readers and prospective buyers shout “Liar!”

It happens when you’re trying to promote something — a product, a service, or even an idea — and you don’t back up what you claim. Too many writers share their recommendations without giving any evidence, like this:

Spiffy-Brite is the best detergent there is!

While some readers might not share their skepticism aloud, if they read a sentence like that, they’ll usually either say “I don’t believe that” or “I don’t care.”

Three angles of proof

To show you’re not a liar and persuade your reader to take action, you want to work three solid angles of proof into your copy.

No, I’m not saying you should splatter testimonials all over your blog and hope for the best.

Instead, strategically address the reader’s core belief about your statement. Whether they don’t believe you or they don’t care, you have to take steps to make them believe, make them care, and make them want to take action.

Offer your strongest proof element first. This is going to be the part that makes 75% of people believe what you say. You’ll want to devote the most time to fleshing out this proof and making it worth their time to read.

1. Show a comparison and share the results

One of the strongest elements you can incorporate is a “Pepsi Challenge.”

That means getting readers to compare your product or service with another product and sharing their results. Ideally you can do a “blind taste test,” to show that the results are impartial.

This simple test is what catapulted Pepsi over Coca Cola a few years back and solidified the brand as the better tasting choice to many people.

When you can show that others prefer your product to the competitor, it helps people avoid feeling inadequate or foolish for choosing your brand (and possibly regretting it later!) Comparisons show that “other people have tried this and recommend it,” which can be the jolt you need to get readers to take that all-important first step.

2. Get validation that backs up your statements

The second “proof paragraph” should be shorter than the first one and a different type of proof altogether.

This proof element will focus on any third-party validation of your product. For example, you could quote studies done in your niche that can clearly demonstrate that your product is head and shoulders above the competition. You’ll also want to include the logical reasons that would back this up.

For example:

When we asked people to share their secrets to growing beautiful roses, 80 percent of them recommended Grow-It-Fast fertilizer over the other leading brand. In fact, a recent study by the Gardening Council for Prize-Winning Roses concluded that Grow-It-Fast fertilizer included more plant micro-nutrients than comparable brands — helping plants thrive longer without constant attention and pruning.

3. Highlight a customer’s experience

The third paragraph should be the shortest of all and can include a case study of a high-profile client or a testimonial that shows off exceptional results.

You want to “wow” people with your testimonial. How many people would buy if you included a piece like this?

I’ve smashed hundreds of guitars on stage, but you can bet I’d never smash my Echelon 5000 guitar. The sound quality is amazing and you can just watch the audience go wild — like they feel it in their veins. That’s what music is all about, and that’s why I trust my Echelon 5000 to deliver.

~ Mr. Amazing Q. Rockstar

End with the call to action

After backing up your statement with easily digestible chunks of proof, it’s time to hit them with the call to action.

Don’t give them another second to think of reasons why not to buy. They’ve got everything they need to make an informed decision — the next step is to make it.

How about you? What’s your favorite technique that keeps customers from shouting “Liar!” when you share your recommendations?

About the Author: Sherice Jacob is an author, copywriter and web designer. If you’d like more interesting insights, prove it and follow @sherice on Twitter.

You might not hear it, but your readers are saying it.

To themselves and to one another, they’re reading what you have to say and shouting “Liar!”

It’s not because you’ve stretched the truth, because you don’t care, or because you got your facts wrong.

It’s because you were lazy.

There’s nothing like lazy copy to make your readers and prospective buyers shout “Liar!”

It happens when you’re trying to promote something — a product, a service, or even an idea — and you don’t back up what you claim. Too many writers share their recommendations without giving any evidence, like this:

Spiffy-Brite is the best detergent there is!

While some readers might not share their skepticism aloud, if they read a sentence like that, they’ll usually either say “I don’t believe that” or “I don’t care.”

Three angles of proof

To show you’re not a liar and persuade your reader to take action, you want to work three solid angles of proof into your copy.

No, I’m not saying you should splatter testimonials all over your blog and hope for the best.

Instead, strategically address the reader’s core belief about your statement. Whether they don’t believe you or they don’t care, you have to take steps to make them believe, make them care, and make them want to take action.

Offer your strongest proof element first. This is going to be the part that makes 75% of people believe what you say. You’ll want to devote the most time to fleshing out this proof and making it worth their time to read.

1. Show a comparison and share the results

One of the strongest elements you can incorporate is a “Pepsi Challenge.”

That means getting readers to compare your product or service with another product and sharing their results. Ideally you can do a “blind taste test,” to show that the results are impartial.

This simple test is what catapulted Pepsi over Coca Cola a few years back and solidified the brand as the better tasting choice to many people.

When you can show that others prefer your product to the competitor, it helps people avoid feeling inadequate or foolish for choosing your brand (and possibly regretting it later!) Comparisons show that “other people have tried this and recommend it,” which can be the jolt you need to get readers to take that all-important first step.

2. Get validation that backs up your statements

The second “proof paragraph” should be shorter than the first one and a different type of proof altogether.

This proof element will focus on any third-party validation of your product. For example, you could quote studies done in your niche that can clearly demonstrate that your product is head and shoulders above the competition. You’ll also want to include the logical reasons that would back this up.

For example:

When we asked people to share their secrets to growing beautiful roses, 80 percent of them recommended Grow-It-Fast fertilizer over the other leading brand. In fact, a recent study by the Gardening Council for Prize-Winning Roses concluded that Grow-It-Fast fertilizer included more plant micro-nutrients than comparable brands — helping plants thrive longer without constant attention and pruning.

3. Highlight a customer’s experience

The third paragraph should be the shortest of all and can include a case study of a high-profile client or a testimonial that shows off exceptional results.

You want to “wow” people with your testimonial. How many people would buy if you included a piece like this?

I’ve smashed hundreds of guitars on stage, but you can bet I’d never smash my Echelon 5000 guitar. The sound quality is amazing and you can just watch the audience go wild — like they feel it in their veins. That’s what music is all about, and that’s why I trust my Echelon 5000 to deliver.

~ Mr. Amazing Q. Rockstar

End with the call to action

After backing up your statement with easily digestible chunks of proof, it’s time to hit them with the call to action.

Don’t give them another second to think of reasons why not to buy. They’ve got everything they need to make an informed decision — the next step is to make it.

How about you? What’s your favorite technique that keeps customers from shouting “Liar!” when you share your recommendations?

About the Author: Sherice Jacob is an author, copywriter and web designer. If you’d like more interesting insights, prove it and follow @sherice on Twitter.

Writing content is an integral part of running an online business. From website content to blogging to article marketing, you need a constant flow of various types of content.

Each piece of content should work together to walk your visitor in and through the process, and each is an opportunity to make a positive impression and begin building a relationship.

Your goal is to turn your visitor into a loyal reader or a lifetime customer.

With that in mind, every piece of web content you create must have a clear objective. Knowing exactly what you want to accomplish – or what you want the reader to do – will help you create content in a specific order and with a clear purpose.

Let’s start by looking at an obvious example:

This example is not your typical web content writing – it’s about setting up a simple squeeze page to build an opt-in mailing list. It makes for a good example though, as there are a number of little pieces of content that go into that process.

You need content on the actual offer page, on the redirect page, the confirmation page, in the confirmation email and the follow up message, for the autoresponder series, etc:

That is, of course, my own simplified legal pad version of content mapping

How you map out your web content writing plan is not as important as the fact that you do. It allows you to see each element of the process, and focus on the specific purpose for each of those individual elements.

Last week we talked about Improving the Customer Experience. I used the example of going out to dinner, and all of the elements that make up that experience – the atmosphere, the noise level, the service, quality of food.

But online, the elements of your visitors’ experience are made up of various pieces of content.

Content is your biggest asset in an online business. It helps you rank well in the major search engines, get links from other websites, attract your target market, and convert those visitors into buyers or subscribers.

Good content keeps your list warm, keeps people opening your emails, or keeps people reading your blog – and it’s also going to keep the search engines coming back and give you more and more exposure to new visitors in the search results.

Your content is ultimately what makes the sale.

When you get ready to write, consider your objective upfront. A lot of people will say that their objective is to write content so they’ll get more traffic – you know, that whole thing about fresh content being “spider food” or attracting the search engine spiders?

Just getting traffic is fine if you have large advertisers that pay per impression, but for most of us traffic in general is completely pointless. Our real objective is conversions – whether that be to build our list, sell our products, or sell products as an affiliate.

So figure out your objective upfront – which means: know what you want your visitor to do when they visit your page, or after they’ve read your content. That way you can write in such a way that your web content leads into that specific call-to-action.

Now if you blog, and you’re writing daily for your blog, every single post may not be written for selling. Sometimes your call-to-action can be as simple as asking your readers’ thoughts and engaging them in a discussion through the comments section.

Or you might write a blog post or send an email to your list between promotions that is specifically for relationship building, or keeping that connection warm – and that’s okay too. It’s a necessary part of the process.

On the topic of web content writing, the question I get asked most is how to know what to write, and how to know what to publish where. Should this go on my blog, on my website, or should it be submitted to an article directory? Should I email this content to my subscribers, or put it on my blog and then email them a link to the blog post?

The answer to all of these questions lies in your objective, and in the specific purpose of each piece of content that you write. The best advice that I can offer is that you step back and get a birds-eye view of your business model. Look at it like a map – and look at each piece of content as a segment of that map.

- – - – - – - – - –

Find your ideal visitor. Connect with them where they are. Lead them in a specific direction. Communicate with them on their level at every step. Introduce your solution or offer. Answer their objections or concerns. Show them how or where to order. Follow-up with interest and support. Help them make the most of their purchase. Offer them additional resources or products to achieve their objective.

- – - – - – - – - –

That’s just one simple example of a basic online selling process. Take a close look at your business model, and your overall objective, and consider ways you can improve on your process.

The best way to do that is to create a web content mindmap. It doesn’t matter if you use mindmapping software, a whiteboard, or a plain old legal pad. Map out the content you need to write, and where it needs to be published, in what order… to achieve your specific objective.

Best,

p.s. Stay tuned as I have more web content writing tips in this series, including tips for sending emails your subscribers will love, answers to common content writing questions… and an a-ha moment when I reveal my own purpose for writing this series – and the unexpected source where this series began.

Subscribe below so you don’t miss a thing!

In a previous post we discussed the buying decision, and how to know when you should or shouldn’t buy a product online.

Now we’ll look at it from the flip side, and discuss your website and products – and your visitors’ experience and buying decision.

Let’s start by looking at an example outside of Internet Marketing that we can all relate to: the restaurant experience.

Going out to dinner is not just about eating food. It’s about the experience. Consider all of the elements of that experience – the atmosphere, noise level, service, anticipation, expectation, quality of food, etc.

If even one element is “off” it can easily ruin the customer experience. In Internet Marketing that equals abandoned shopping carts, unsubscribes, or your visitor clicking the back button…

The Customer Experience

The customer experience is directly related to the customer’s expectation. If you meet or exceed that expectation, they have a positive experience. If you fail to meet that expectation, they have a negative experience.

One of the easiest ways you can improve the customer experience is to influence their expectation. The more information you give them about your offer upfront, the more likely their expectation will match their buying experience.

Post-Sale Experience

The customer experience goes way beyond the point of sale. Your goal is to create a relationship with that buyer and turn them into a lifetime customer. A positive experience leads to repeat sales and word-of-mouth referrals.

A positive post-sale experience begins with delivery, quality of product, your follow-up material, and your customer service/support.

Unfortunately many merchants stop at the point of sale, ending the relationship with cash in hand. Implementing a simple follow-up series can dramatically improve both customer experience and profit potential.

As a merchant your job is to design your funnel, start to finish, for the best possible customer experience. This begins with first contact, and continues for the life of the customer.

As an affiliate your job is to add value to that process. For you, happy customers equal more commissions, and in some cases recurring or repeat commissions.

On the front end, affiliates have the power to influence the customer’s expectations and answer any lingering questions that affect the buying decision. This can be as simple as how you frame your product reviews.

On the back end, affiliates can offer how-to content or communities to keep customers engaged and buying product.

Take a good look at your online business, and search for opportunities to improve the customer experience. As a good starting point, I recommend reading these tips on how to treat your customers:

The Ten Commandments of Great Customer Service

In the 10th tip, the word “employees” can be interchanged with “affiliates”.

Consider your own experiences as a customer when you set up your systems or your online promotions. Walk through your funnel as if you were your ideal buyer and look for ways to add more value to their experience.

Best,

If you promote products as an affiliate, you’re going to love this post. I’m going to spill my secrets on how to write a product review that makes sales.

Product Reviews are responsible for the majority of my affiliate sales, and not just on the day that I write a product review. They get ranked in the major search engines and continue to make sales for years!

Here are some consumer survey stats* to whet your appetite:

• 83% of consumers say that product reviews influence their online purchasing decisions
• 70% of online shoppers actively seek out product reviews before they buy
• More than half of US online shoppers surveyed, read user reviews as part of their product research
• Nearly 9 of 10 US online buyers read reviews at least “some of the time” before making a purchase

Ready to learn how to write a product review that actually puts people in the buying mood? Great! Read on…

There are 7 elements that go into a great product review:

• Image/Video
• Product Description
• Buyer Description
• Proof
• Negatives
• Call-to-Action
• Keyword Phrase

Keep in mind that it’s the merchants job to sell the product. Your job as an affiliate is to pre-sell the product. A good product review will assist the visitor with their buying decision so that they buy the right product, and feel good about doing it.

You may choose to frame your product review around the visitors needs or wants, or you may choose to frame it specifically around the product you are reviewing. Either way, here is a description of each of the 7 elements you should include in your review complete with examples from some of my own reviews:

Product Image/Video

Always include an image and/or video of the product or service that you are reviewing. This helps your visitor visually connect your review with the product or need that they are researching, and draws them into your content.

You can take a photo of the product yourself, use an image from the merchant’s website, take a screenshot of the website, or use a picture of you using the product. Depending on the product, you might also include before & after pictures.

Video options include: screencasting for digital products: ordering/using/results, unboxing of physical products, or an explanation of the product (talking head video).

Product Description

Describe the product in detail: size, number of pages, features, ordering process, delivery/package details, benefits, expected results, your specific results.

People are wary of scams, and of the actual value of a product. They want to know exactly what they’ll get if they order this product today.

Include your personal thoughts and personal experience about the product or the decision to order the product. This helps your reader relate throughout the review, as they are now in the position that you were when you purchased that same product.

Example: TS2 is completely new. For those of you that have the original Traffic Secrets course on your bookshelf (here’s mine) – you’ll be getting a completely different course when you order TS2. It’s not just an updated or edited version, but contains brand new up-to-date marketing strategies and ideas. Traffic Secrets 2.0 Review

Buyer Description

Who is this product for? Who is this product NOT for? No one product is a fit for everyone (that’s why we have an entire wall of toothpaste to choose from at the store!) so don’t frame it that way. Be sure to describe the ideal buyer in a way that your reader can easily decide if this is the right product for them – or not.

The point of a product review is to make sure the right people buy the right product.

Example: If you are anxious to set up your first blog, but get frustrated with all the technical stuff… this course is for you. If you already have a blog and have no problem customizing it yourself, or learning the code on your own… this course is not for you. Beginning Blogger Review

Tip: If there are two similar products, you might include an alternate recommendation for people who need “xyz” instead…

Proof

There are two types of proof to include in your product review. Proof that you actually reviewed the product, and proof that the product works.

People are skeptical of product reviews and believe that product review sites are biased, and that reviews are based on payment or compensation. Your job is to prove that you have the product yourself, and have provided an unbiased review.

Proof can be achieved by using photos or video, by describing the product in more detail than can be found on the merchant’s website, mentioning unadvertised bonuses, and by addressing the negatives (see next section).

Example: I sat down tonight to submit my request for StomperNet’s special offer, and I decided to turn on the video camera and let you watch over my shoulder through the order process. StomperNet Review

People are also skeptical of results, so you should include proof on how the product works if possible. This can include images, video or details about your personal results with the product.

Example: It automatically loaded the project into the software so that I could archive it, review it or upload it to the web. Here’s an example of an illustration done with the Livescribe Smartpen… Livescribe Smartpen Review

Negatives

Pointing out any negatives with the product itself, or with the ordering process, will make your review objective – and will dramatically increase the ‘believability’ of your product review. If you don’t mention an obvious negative, it will increase skepticism.

Don’t be afraid to tell you readers the negatives! They are probably already thinking it, so this is your opportunity to address those thoughts and help them make an informed decision about making the purchase.

Example 1: The only real downside I’ve found to this gadget is that you have to upload your work to the Livescribe website in order to share it. The flash replay files are proprietary, meaning you cant upload them to other spaces on the web – such as YouTube or your own website.

I found a simple work-around as you can tell by the video above. Livescribe Smartpen Review

Example 2: At this point, the only negative thing I can say about this camera is that it doesnt have a flat bottom like the original (non-HD) RCA Small Wonder. No worries, I have a mini-tripod that I can use, but that does add a level of inconvenience. Isonic Snapbox Review

When addressing the negatives, immediately follow that up with the solution – or with the reason why the negative didn’t deter YOU from making the purchase.

Call-to-Action

Don’t forget this important element! Your call-to-action tells your reader exactly what they should do next, and it needs to be very specific directions with a smooth transition. For example:

• Ready? Click here for ordering instructions
• Get Free Shipping by ordering through Amazon.com
• Click here to download XYZ
• Click here to read more consumer reviews on Amazon
• Get the best deal on ABC by ordering online at XYZ website

Take a look at the landing page you’ll be sending visitors to from your product review, and frame your call-to-action in a way that encourages them to click through – and lets them know exactly what to expect when they do.

Keyword Phrase

As always, every piece of content that you create on the internet should be optimized for a specific keyword phrase – and reviews are no different. You may be optimizing your review for the actual product, or you may frame your review around a specific problem or need. Choose your keyword phrase so that you attract the ideal reader.

Examples:
- Starting a Home Business? Read this…
- Membernaire Review: Membership Site Help

It’s often easier to rank for the product name + review. For example, my Membernaire Review ranks #2 in Google for “membernaire review”. Simply use the product name and add “Review” at the end.

I also (still) rank #1 on Google for “opportunity.com review” and “traffic secrets 2.0 review”. This is a great way to continue to make sales on a product, long after the initial buzz or launch phase is over – particularly in the Internet Marketing niche.

Bonus Tip #1 If you share a lot of product reviews on your site or blog, make it a point to talk about what NOT to buy. Don’t be afraid to write negative reviews now and then. It’s important to prove that you are real, and that you can be objective. Your readers will appreciate you for it, and trust your opinion more.

Bonus Tip #2 Need more details for your product review? Go to Yahoo! Answers, or any forum or discussion site/area, and post a query for feedback on your product. This is especially helpful with physical products, such as a certain gas grill or home appliance. At the end of your query include a note that you may use responses anonymously in an upcoming report on the product, and that you’ll come back and share the link to that report when it is available.

Learning how to write a product review that engages readers and makes sales is a skill that will improve over time. Take this checklist and write a product review for your site or blog today!

Best,

p.s. If you have any questions, feel free to leave a comment below. You can also join us on my Internet Marketing Forum for questions about affiliate marketing, internet marketing, or setting up your blog or website.

* stats originally provided by Web Pro News, shared with me by Susanne of http://www.hillbillyhousewife.com

This is another addition to our ongoing series of tutorials and case studies on landing pages that work.

Bjorn Furuknap wants to improve the work lives of SharePoint users with great information. I don’t know how many tech-types use SharePoint, but as a major Microsoft product, I’m thinking big numbers.

So two things occur to me:

• There’s a pretty big prospect universe of SharePoint users to draw from.
• There’s gotta be a lot of competition for the SharePoint user eyeball.

Despite the obvious competition, Bjorn’s online journal, “Understanding SharePoint”, should be a bigger sales winner than it is.?? Let’s look at the stats and see what we can do to pop the numbers for Bjorn.  

• The Goal: Increase subscription sale conversions from a current base of 500 unique monthly visitors.
• The Problem: Conversions are low. A few newsletter sign-ups, but not sure as to what the main problem is – which is why he’s asking the Copywriting Maven for advice!
• The Current Landing Page: http://www.understandingsharepoint.com/journal/volume-1/issue-1
• Value: $14.95 per issue? **

** My confusion will be addressed below.  ?

The Maven’s 10-Point Critique

Bjorn has published additional issues since he asked for a makeover. The landing page listed above reflects only his first issue. Subsequently, each issue has it’s own ‘landing page.’ After navigating his site for a bit, I found this page on my own, and this kind of page should be the primary landing page. It’s where prospects can see the benefit of the journal as a whole, as opposed to a series of parts.

I strongly recommend Bjorn combine the elements of these two pages into a single, more effective landing page for the journal. (He can keep the individual pages per issue but sell the journal as a complete concept.)?

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#1 – Declutter your landing page of all distractions – sidebars, widgets, etc.

?
If there’s any song I sing more than any other, it’s this. A cluttered page will distract your visitor from even the most compelling selling message. I realize, of course, that as more of us use WordPress and other CMS platforms, getting to a clean, pristine field of white nothingness isn’t easy. But there are ways around it. Use the “page” as opposed to “post” format – some CMS-themes will allow you to specify how many columns/which widgets are used where. Or create a static html landing page and link to your main CMS from there.

But if you’re serious about landing pages, you gotta clear and clean the decks so that the only “shiny, sparkly” object on the page is the copy/design elements that direct them through your sales message toward your conversion flavor. Also, remove the Comments function from the page, as well. A landing page is a solo act with a single voice.

#2 – Create a headline that immediately addresses your prospect’s “pain point.”

If everyone knew everything, no one would have a reason to buy information. We’d all be wise and wonderful. But since we’re not, pain is usually the main driver toward an information product sale.

Prospects want to do something easier, faster, better. Perhaps they want to be the SharePoint Hero/Guru at work. Whatever the core reasons, Bjorn’s copy has to show how “Understanding SharePoint” will help lead to a happier, more productive SharePoint user experience. That’s the job of your headline. Begin the promise of pain relief and connection right upfront.

#3 – Define the product you’re selling and specify your offer … and test.

Even if each issue covers a different topic, what can a reader expect in every issue? What are the common elements? How can you pull individual issues under a single umbrella? An easy, every issue of “Understanding SharePoint” contains (or covers): 1 … 2 … 3 …, etc.

In reviewing your site, I wasn’t sure whether I’m being asked to pay for $14.95 per issue or for a full subscription of XX issues in Volume 1. (If it’s there, I missed it. If I missed it, so have thousands of other prospects since you launched.) I’d recommend a simple, 2-tier subscription model. Order individual issues at $14.95 or a full volume/XX issues (depending on how many issues in a specific timeframe), a $XX annual price. Test price-points and time-frames.

#4 – Show the product with a strong visual.

If it’s a journal – print or online – it has a cover. Even if you can’t tell a book by its cover, show one anyway. It makes “real” a virtual purchase. Add a little depth to the cover, give the impression of pages. (You have a 60+ page periodical. Don’t be afraid to give it its due.) ?

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?

#5 – Promote your value proposition early and upfront.

I talked about competition for the SharePoint user eyeball in my introduction. There are books, ebooks, and a ton of available information. Some of it free, some not. So, where’s the “Understanding SharePoint” value proposition? There’s a dry, little bit of business on the welcome page. But you’ve actually written an effective value proposition elsewhere.

I found it in your introduction to Volume One. Use these ideas for the core of your promotional copy and accessorize from there.??

#6 – Highlight all the “sweeteners” that helps to reduce perceived risk and smooth the way to conversion.

??Use subheads, bolded text and image elements to highlight the Free Issue Preview and your money-back guarantee. Add testimonials from everyone who uses your material. (Bonus – don’t forget to “ask for the sale” on the last page of the free preview!)

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#7 – Have all content proofed by folks with standard English spelling and grammar skills. Use standard nomenclature.

I appreciate anyone who’s more than merely functional in one language. Two or more languages? You are a person to be respected! (My grandmother was fluent in 5 languages as her little corner of Hungary was an intersection of several other central/eastern European countries.) But when you’re committing to print, you need to up your spelling and grammar game.

There are typos and some odd turns of phrase in the copy that made me stop and re-read sentences. You don’t want to throw any obstacles in the way of your prospective customer. (I’m the world’s worst proofreader so please do as I say, not as I’ve been know to do. ??I wasn’t sure if your $14,95 was done purposely or not. To my eye, it looked like a typo. That made me stop. Again.

#8 – Listen to your customers. Give them what they want as long as you can still make $$$ from it … and test.

I noted in a comments section that users were asking about permission to share an issue. (How honest!) You responded that you were working on finding the right model. Don’t work on it too long. Start testing some possibilities now. 

In the traditional B2B publishing world I grew up in, we had different subscription rates based on whether the subscriber was an individual, or representing a corporate or not-for-profit organization. How did we know? We looked at where the subscription was registered, residential or business address. Is there a way to translate that to today? Corporate credit card versus an individual PayPal account? A corporate email address vs a hotmail account? Does the software-model work better for you? Ask your subscribers with a short survey. Who’s buying and for whom? Find out what they want, and if you can, begin delivering it immediately.  

#9 – Make your order buttons larger, brighter and test the button copy.

Prospects can’t click what they can’t see. (Why does Amazon use orange? Because it’s bright and jumps off the page. You just can’t miss it.) Also test your button text. You’d be surprised at the differences in click-thru rates just by testing this one element alone.  

#10 – Enhance readability with more contrast between text and background color

Designer aesthetics aside for a moment, if you’re serious about closing sales, you want to do everything possible to increase readability. Darken the text, lighten the background. I might also pop the point size up a little. Don’t make it hard for your visitor to read your material.

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BONUS: Be strategic in your use of pop-ups/pop-unders … and test some more.??When I visited your original landing page, I got a pop-up in my face well before I had the chance to read word one of the page content. Very oft-putting to me. (For some visitors, it might be reason enough to exit the site right then and there.) It interfered with my ability to engage with your message. I also noted that the pop-up didn’t support a sale, but offered me the chance to get on your mailing list – again, well before I had enough information to make a decision about you, your product, or your company.??

I’d recommend testing some sort of “pop” when a visitor tries to leave your page. You could use the pop as a reminder about the free, no obligation preview or, to help ensure folks don’t leave without leaving something of themselves behind, invite them to join your mailing list. Keep the message short, concise and to the visitor’s benefit. 

My thanks to Bjorn Furuknap for his supreme patience and support of Heifer International. Look for my next makeover in approximately 4 weeks.

Here’s your chance to be the Copywriting Maven’s next landing page makeover!

Got a landing page that’s more poop than pop? Willing to share with Copyblogger readers? Prepared to put a little of your own “skin in the game” for a Maven Makeover? Then follow your click to Maven’s Landing Page Makeover page for all the details.

(The response to the return of the Copywriting Maven Makeovers has been tremendous – thank you! The downside is I’m booked for new gratis critiques until 10/15/09. If you’re interested in a private critique/makeover or other services, please email me directly.)

About the Author: Roberta Rosenberg is The Copywriting Maven at MGP Direct, Inc.

This is the report I mentioned a couple days ago.

This is why Twitter and Facebook are not enough.

This is why being someone else’s user-generated content is not smart.

This is what works.

Authority Rules: The 10 Rock Solid Elements of Effective Online Marketing is a completely free report.

By completely free, I mean there’s no opt-in, no pitch, and no product launch.

You can even choose to read it in PDF or on the web.

No affiliate links either.

Hope you like it… and if you do, would you mind spreading the word?

I don’t usually ask, but I gotta get something out of this deal.

Check out Authority Rules here.

This is the report I mentioned a couple days ago.

This is why Twitter and Facebook are not enough.

This is why being someone else’s user-generated content is not smart.

This is what works.

Authority Rules: The 10 Rock Solid Elements of Effective Online Marketing is a completely free report.

By completely free, I mean there’s no opt-in, no pitch, and no product launch.

You can even choose to read it in PDF or on the web.

No affiliate links either.

Hope you like it… and if you do, would you mind spreading the word?

I don’t usually ask, but I gotta get something out of this deal.

Check out Authority Rules here.

This week on my free Live Webinar we discussed how to write a blog post, and specifically the 7 elements it takes to make a really great post that brings in readers and results in a nice conversion rate.

I have a bit of a system for kicking out blog posts, and I’ll share that with you here in detail. Once you know the elements that should be included, you can simply use that as an outline every time you want to create a really great blog post.

I’ll start by giving you the brief version. Each blog post should have a keyword phrase, good title, image, good content, call-to-action, signature and a PS. Keep reading for the details on each – and a little bonus: the 8th element.

7 Elements of a Great Blog Post

When I sit down to blog I start with an outline, which includes all 7 of these elements. I may not know the content of each element upfront, but I like to put a frame around my work and then basically fill in the blanks.

We’ll walk through these elements in order, but first I’ll show you an example of what that looks like on my screen:

Obviously this is just a basic outline. A placeholder for each of the elements. I find this to be a great starting point as it gives me a structure to work with. And besides, a blank screen can be daunting when you’re under pressure to write! From here, I simply flesh out each of those elements as I go.

1. Keyword Phrase

The biggest part of learning how to write a blog, is learning to write exactly what your readers want. You find that out through keyword research, and you deliver it through keyword optimization.

So choose a topic and then pick a keyword phrase that best suits your topic. Or choose a keyword phrase, and create content around it.

You won’t always find a great keyword phrase to match the topic you want to blog about. That’s okay. Your readers will appreciate a few off-the-wall posts that are written more for “visitor optimization” than search engine optimization.

I chose a longtail keyword phrase for this blog post: “how to write a blog”

2. Title

The title of your blog post is incredibly important. Arguably one of the most important elements of the entire post. The post title also becomes the page title (meaning it is used in the Title Tag and shows up in the Title Bar of the browser window). It also becomes the Anchor Text for the hyperlink in the search results – meaning this is what people will see and read when they are deciding which result to click on. And whammy #3 – your post title becomes the Anchor Text for all of the inbound links pointing to this post that are created automatically through your blog.

Your title needs to be interesting and engaging. It has a big job – it compels people to click through and start reading. Two things go into a really great title: a keyword phrase, and a little copywriting skill.

If you happen to create a really long title for your blog post, consider editing the permalink. You might use a shorter version of the title, that still includes your keyword phrase. Here is an example from the blog post you are reading now:

Permalink: http://www.clicknewz.com/1993/how-to-write-a-blog-post/

Speaking of permalinks, if you want your post links to look as nice as mine see: Smart Permalink Structure. And here’s a bonus tip for you – that permalink structure allows me to use shortened versions of the URL on sites like Twitter.

You may have seen me tweet a link to this post as:
http://www.clicknewz.com/1993/ Try it – it works! Cool, right?

3. Image

Images engage your reader, break up long boring text, illustrate points – and they can also be used to draw the eye in specific directions.

Since my topic is “how to write a blog post” I simply used screenshots, which can be very effective. Other options for images within your posts include:

• Your own images/photos
• Flickr
• Inexpensive stock photos

4. Content

I actually write the content last, after I have outlined the other 6 elements, and simply type in a placeholder to start. But once I have my blog post outlined I sit down to flesh out the content. I often do this in outline format as well, and then go back to flesh out each point into a paragraph or so.

5. Call-to-Action

This element ranks right up there with the Post Title as one of the most important things you can include in your blog post. The call-to-action lets your reader know exactly what they should do next, and why.

Ask yourself: why am I writing this post? Why are they reading this post? What ONE action do I most want them to take after they read my post? (Never assume it’s obvious.)

Don’t leave your reader hanging. You owe it to them to lead them to the next best click. See: Using a Call To Action

6. Signature

A signature serves two purposes. First, it tells your readers who you are and that you care enough to identify yourself and sign off appropriately.

You can do this via plain text, or you can create a signature image like the one that I use. There are free signature makers around the web, or you can sign a piece of paper and scan it into your computer.

Oh, and the second purpose – it is a nice thing to have above a P.S.

See: Dear Mystery Blogger (It might be YOU!)

7. PS

You see it at the end of long sales letters. You see it in email marketing. Start using it in your blog posts, too! This is one last chance to make an important point, or share an important link. It is best used for supporting your call-to-action.

Readers who scan your blog posts will catch the title, the images, the sub-headlines, the bullet points and the PS. Use it wisely!

Bonus: The 8th Element

Once I have my blog post written, but before I publish it, there’s one more thing that I add to top it off.

Links.

I like to link back to posts in my archive wherever relevant, both for internal links (SEO) and for the readers reference. This helps to keep your archived blog posts fresh, and connects similar discussions.

I also link out to other blog posts on the same topic, written by other bloggers. This creates a pingback or a trackback on their blog, usually in the comments area of the post I link to, and is also good for both of the same reasons.

For the best results, link to blog posts that rank well for your keyword phrase – or better yet, a similar more competitive keyword phrase. That way you can benefit from having a link on this high-traffic blog post that is related to the topic of your own blog post.

You can check that post to see if other trackbacks appear before you decide to link to it. Some bloggers don’t allow them, or don’t have a theme that shows them.

Of course, is the blog post is really great – you might want to share it with your readers anyway…

A Quick Recap:

• Do your research, and choose a keyword phrase
• Craft a great title that includes your keyword phrase
• Choose or create images to compliment your topic
• Flesh out your content with an intro, a main point, and conclusion
• Include a strong call-to-action
• Add your signature
• Wrap it up with a well-written P.S.
• Link to related posts, on your blog and others

I hope this has helped clarify some of the points I made on my webinar, and on twitter, about how to write a blog post. As usual, I took this opportunity to create an example of each point in this very post. Scan back over it and you should be able to easily point out each of the elements!

Best,

p.s. While you are reading this PS, I am reading 31 Days to Build a Better Blog by Darren Rowse (aka @Problogger). I’ll post a full review in my next post. Be sure to subscribe in the blue box at the top right so you don’t miss it!