When I started the ‘ole internet marketing gig, I was set on selling things directly. I would try to sell products in my ads with this kind of approach: “Buy this now for $49.99″. I was very confused as to why on earth someone would use a landing page instead of sending prospects the affiliate offer directly.
My naive mindset was buy my stuff now or forever hold your peace.
It was only when I started getting involved with a weird thing called “split testing” that I truly appreciated the subtle techniques of creating ads and landing pages.
For all the budding marketers who haven’t figured it out yet, here is my shot at explaining in layman’s terms why subtle ads and landing pages work extremely well. The idea of the “picking up” analogy was also mentioned in marketingexperiments.com…great minds think alike?
I would like to introduce you to Dennis; he’s your typical lonely, single lad, eager to meet and greet:
Bored and sad on a Friday afternoon, Dennis decides to head down to a local bar. He sits at the bar and scans the area. His watchful eyes lock on to a fine specimen of the opposite gender.
He then thinks about Mr Green’s mindset “buy my stuff now or forever hold your peace”, and approachs the girl. Dennis grabs her then gives her a kiss on the lips.
SLAP!!! The girl lays a five finger special on Dennis’ right cheek.
Dennis was unsuccessful.
Why? Because he rushed the call to action.
If Dennis wants to have any kind of relationship with a lassy he has to have some form of communication before he introduces the call to action.
Dennis needs to engage in conversation with the girl. He’s gotta start busting out some pick up lines. Once he initiates conversation, Dennis has to show the girl why he is a great catch. He doesn’t need to show that physically he’s a great catch; maybe he’s funny, smart, or simply interesting. Whatever it is Dennis needs to show to his victim why.
How does this relate back to affiliate marketing?
- Think of the hot girl as a user browsing the site on which you’re advertising.
- Think of the pick up line as your ad’s headline.
- Think of the conversation as your landing page.
- The kiss (or more) as your converted lead.
By having a smooth headline, followed by an interesting, undemanding, relevant langing page, you’ll increase your odds of hitting a home run.
Not interested in a short term fling? Get started with follow up emails.
I can personally say I’ve made most of my money from a series of landing pages encouraging conversation.long strings of conversation. I’d say that 10 per cent of my affiliate income has come from direct linking (going straight in for the kill).
It’s true that most internet marketers start off like Dennis (me included!). Those that stick around are those that’ve learnt to analyse their game strategy and technique.
So next time you’re on the prowl for a hot traffic source, don’t just see her as a sugar mama piece of meat. Play it cool, take it slow, and start con-ver-sating with Miss Prospect.