I’m back! And I have much to say about my absence. (More on that in the coming weeks.) But for now…

Listen in below as Ed Philipp of www.TeleseminarWebFolk.com interviews me on the foundations of copywriting and creating a persuasive “Core Marketing Message.”

Here’s what I cover:

• How to create a message that engages your ideal clients and resonates with them.
• The 3 critical ingredients for creating a powerful and strategic “Core Marketing Message”.
• How to lower price resistance while eliminating the competition.
• How to turn your website into a lead-generating machine.

Just click play… (And be ready to take lots of notes!)

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If you sell your products or services on a traditional multi-page website (rather than a one page long-copy sales letter), then you’ll want to make sure your Home Page is performing two absolutely critical functions.

Without them, your website is nothing more than an online brochure. It will fail to turn visitors into buyers. And you’ll wonder why the heck everyone is so hyped about online marketing.

But when your Home Page is performing these two functions, you’ll finally start turning words into wealth… and clicks into cash. You’ll have a virtual ATM machine!

Here’s the secret…

Beyond the obvious challenge of “engaging your visitors”, your home page MUST:

1.    Communicate your Core Marketing Message, which consists of 3 elements…

a.    Who you are and what you do.
b.    What benefits you provide to whom.
c.    Why they should do business with you. (Your USP, or Unique Selling Proposition)

2.    Capture your visitor as a lead in your database. (So you can establish a relationship with him and nurture him into buying.)

At least 90% of business home pages fail to do these two simple tasks. And most of the other 10% don’t do them effectively. (Merely slapping an opt-in form on the Home Page just doesn’t cut it.)

That means if you can get this right, you’ll have a tremendous advantage over the competition. You’ll be the winner, while your competitors are the ones left wondering what all the online marketing hype is about.

(For an example of this in action, visit my Home Page.)

I could go very deep discussing each of these functions. Which is why I’m finishing up an entire course called “How To Create Your Core Marketing Message”. I’m putting the finishing touches in the 115-page workbook. And I’m recording the audios as we speak.

Stay tuned for more developments…

Oh—and be sure to download the FREE How-To Guide on Covert Written Persuasion.

Aaron

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Effective lead generation begins with an exchange: you offer something of value in exchange for your prospect’s contact information. Essentially, it’s an enticement or “ethical bribe” meant to draw your prospects out of the woodwork.

The best kind of enticement is free, relevant information in the form of a “special report” your prospects will find valuable. There are several reasons why this is a great way to generate leads, but the best one is that it simply works. If done properly, it not only positions you as an expert, but pre-sells your products and services.

It’s a great relationship-building tool that can be a valuable marketing asset to any business. Here are 5 strategies for implementing this system in your business…

1. The Whistle Blower Strategy. This strategy is most effective in industries known for bad practices. You have the opportunity to build trust by revealing what those bad practices are and how your prospect can avoid them. It perfectly positions you as the “honest” alternative without you overtly having to say you’re honest. Here’s an example: “The Top 10 Kitchen Remodeling Rip-Offs, Scams, & Bad Practices… And How To Avoid Them”

2. The Knight In Shining Armor Strategy. Here’s where you solve a dire problem your prospect is having. This communicates you’re a problem-solver and, if done properly, that you care about their problem. Ex., “7 Emergency Measures Small Business Owners Can Easily Implement To Survive The Recession In Style.”

3. The Teacher Strategy. Quite simply, you explain how to do something. “How To” information will never go out of style. Offering a detailed “how to” communicates you are competent enough to teach others about your specialty. Ex., “How To Use Self-Hypnosis to Easily & Effortlessly Lose Weight & Keep It Off.”

4. The Informant Strategy. This one can be a lot of fun. It’s when you reveal something few people know about. This communicates exclusivity and access to “inside information.” Ex., “The Internet Marketing Conspiracy: What The Gurus Won’t Tell You About Where The REAL Money Is Made Online.”

5. The Answer-Man Strategy. In this strategy, you simply answer commonly asked questions. This communicates you’re the one with the answers. Ex., “What You Need To Know Before Declaring Bankruptcy: 9 Common Questions Answered.”

Consider how each of these approaches could work for your business. Brainstorm various ideas on how you could not only create an effective information enticement, but position yourself exactly the way you would like your prospects to perceive you.

If done properly, you’ll find it an effective way to generate leads, build a database, and establish a positive relationship with your market.

Until next time…

(If you haven’t yet done so, be sure to download my report “5 Steps To Automated Lead Generation Online”.)

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Your opt-in page, or “squeeze page”, is a critical leverage point in online lead generation. Here are 10 tips for increasing its pulling power and boosting your conversion rate…

Technical & Design Considerations:

1. Your opt-in page has but one goal: to collect contact information. Therefore, there should be no other option but to opt-in. No menu bar… no external links… nothing to distract your visitor from taking the desired action. This is a proven tactic for increasing response.

2. As a general rule, the more information you ask for, the lower your response will be. For first contact, settle for the name and email address. Asking for the phone number will lower your response rate. It’s too soon to ask for it. Once you’ve built the relationship, you can always step up the involvement by offering another enticement for more of their contact information.

3. Be sure the opt-in form is “above the fold” so visitors don’t have to scroll down to see it. This is proven to increase conversions. If the copy is long, include another opt-in form at the bottom of the page.

4. Your opt-in page should be on its own domain such as www.AutomatedLeadsOnline.com. This makes it much easier to market and promote your opt-in page using offline methods.

Copywriting Considerations:

5. Your headline should speak to your target prospect, communicate a unique benefit, contain a certain amount of curiosity, use specific (non vague) language, and make an emotional appeal. (Refer to my blog series on headlines for more detailed information.)

6. People are increasingly reluctant to give up their contact information. That means your copy needs to work extra hard to “sell” your free enticement. In fact, opt-in page copy is actually sales copy. Your prospect should desire your information so strongly, he is willing to give up his closely-guarded email address to get his hands on it.

7. Use bullet points to create intrigue and tease curiosity. They should point out what your prospect will discover on the “other side.” Make them as interesting as possible. They should be specific… unique… relevant… and intriguing.

8. Add value to your offer and give it a price… then give a plausible “reason why” you’re giving it away as a gift. It’s important to get past the perception that free stuff isn’t worth anything. If you’ve done your job correctly, the entire page will be about building value for your enticement.

9. Include a call to action that tells the reader exactly what you want them to do. Leave nothing to chance. Take advantage of the fact that people respond to direct commands. For example, “To get your hands on this valuable Special Report, simply fill in your name and the best email address to reach you.”

10. Use audio or video to add an extra dimension. This engages your visitors on another level, and gives you more chances to “sell” your prospect on opting-in.

Use these 10 tips as a general guide for creating effective lead-generating/list-building opt-in pages. But take don’t take them as gospel. Always test your opt-in page elements to determine the best-performing combination.

Further reading:

1. A detailed special report on online lead generation.
2. FREE persuasive copywriting tips.

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