I was going through my feed reader yesterday, and saw that I had let about 30 posts from Seth Godin build up… so I figured now was as good at time as any to knock them out.
The good thing is, with Seth, there are frequently a lot of gems to be found.
On June 24, he wrote in, “Reasons and excuses”:
Most organizations need a good reason to do something new.
All they need is a flimsy excuse to not do something for the first time.
And they often need a lawsuit to stop doing something they’re used to.
Right away, I thought, “What would a ‘monkish’ version of that be?” So I wrote:
Most people need an overwhelming proposition to try something new.
All they need is a twinge of fear to not do something for the first time.
And they often need a swift kick in the head to stop doing something they’re used to (even if it’s not working).
Then a few hours later, I was on a phone call with Dawud Miracle, talking about landing pages for offers (consulting, workshops, products, etc.), and how even though lots of people say, “Long copy sells,” I know of almost no one who actually reads them the whole way through. Most people I’ve talked to (myself included) scan the first few paragraphs (if not just the first few lines) and then jump to the bottom to find out the price.
Oh sure, they/we may go back then and read for the details we missed, the ones we need to make the final decision, but initially, we scan. And very, very few of us ever read the entire page.
So, bringing together my desire to avoid a “swift kick in the head”
, and my preference of pleasing my readers rather than alienating them, I’ve got a question for you as I create my latest landing page (to be unveiled soon):
What are you looking for in a landing page?
Talk about length of copy, talk about graphics, talk about what info you need and don’t, talk about what helps you make a decision, talk about anything you want — I want to hear it all. (I can’t promise that my landing pages can adhere to all the points given (some may contradict others), but I’d like to give you the chance to shape your experience as much as possible.)
Please don’t tell me what works, based on someone else’s opinion (especially a marketing guru whose ebook you bought). I know what they think already. I want to hear what helps you when you’re looking for help. What you would see in a landing page and say, “Thank heavens! Someone who finally figured it out!”
Image by iStockphoto (I got it so long ago, I can’t remember who took it, though).
And thanks to all those who commented on the previous post so far: Joanna Young, Karin H., Stuart Baker, Dave Olson, Kathy