EzSEO Newsletter # 270

In this issue:

1. Web Content Studio News

2. Sell ice to Eskimos – Part IV

3. One Tip

4. Vista & Running as Administrator

5. PPC Loophole for $4.95?

Hi Again

Yesterday was my son’s first birthday.  Is it really a year ago that I was woken up by my 4 year old daughter at 5 am telling me "Daddy, Mommy says the baby is going to come now"?  Time sure does fly.

OK, today we continue with the Ice to Eskimos series (I?ll tell you me landing page mantra), plus I’ll tell you how you can try out PPC Loophole for just $4.95, but that is only available for the next 20 hours (from the time I am writing this), and more..

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1. Web Content Studio News
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I have been getting a lot of people asking when Web Content Studio (WCS) will be released, and I promise, when I know a date I will tell you.

At the moment, WCS is being tested for bugs.  It is so close to being finished that I am sure I could release it within the week – if I wanted to. 

However, I have been thinking hard about this and the fact we are in the run-up to Christmas (an expensive time of year), and the last thing I want is for someone to miss out on the 24 hour release of this product because they cannot afford it at this time of year.  With that in mind, I am penciling in a provisional release date of January.  I won’t be more specific than that just yet, but as I said, when I know a date, it will be announced in this newsletter.

Now, before anyone asks how much it will cost, that will be announced later too, so please don’t ask.  I can tell you though that it will be a one time payment and during the 24 hour release, it will be a lot cheaper than the price when I fully release this product later next year. 

If WCS is something you are interested in, please keep reading this newsletter every week, as this is the only place the release date will be announced.

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2. Sell ice to Eskimos – Part IV
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In the last newsletter we talked about finding buyer keywords.  If you missed that part, you can catch up here:

ezSEO Newsletter 269

OK; so assuming we have the words and phrases that buyers use to search, we can now turn our attention to the landing page (that is, the page that people will land on when they click your link in Google).

Let me tell you a system that has worked well for me.  Repeat the following 100 times:

"Pre-sell the product, sell the click"

Got that?

OK, so what does it mean…

Let’s take an example to see what this sentence means.  Let’s assume you have found the following buyer keyword phrase:

personalised green widget

You want to create a landing page that pre-sells the personalised green widget.  You then have to sell the link to the merchant site selling the personalised green widget.

Before we go any further, I need to make sure you understand the term pre-sell.

To quote Ken Evoy (the Site Build It! guy) :

"PREselling is the online version of relationship-building.  PREselling warms up and builds trust and respect…"

Incidentally, if you don’t own a copy of Ken’s excellent Make You Content Presell, you can get it for free here:

http://ezseonews.com/mycps

When people are searching the Internet, they are often looking for a solution to a problem.  When they land on your page, they need to know that you understand their problem, and can fix it for them. 

When a visitor lands on your page about personalised green widgets, they came in on a buying keyword so are looking to buy the item. 

However, things can go very wrong from here on in. 

Your landing page must pre-sell the personalised green widget.  By that I mean it should reinforce their own belief that this is the widget for them.  They want to see that you, as author of the web page, understands why these personalised green widgets are so cool and fully endorse their decision to buy one. 

How do you do this?  Well that’s the art of pre-sell.  We will look in more depth on this part of the equation in a later part of this series, but for now, let me just try to summarise pre-sell. 

To me, pre-sell is the art of creating a vivid image in the visitors mind, an image that shows them the benefits of owning that personalised green widget. 

Pre-sell is about the benefits, not features of a product.

OK; back to that mantra:

"Pre-sell the product, sell the click"

Your landing page has great pre-sell content, but you need to direct your visitor to the merchant site with a link.

You need to get your visitor to click on that link, after all, they are already pre-sold on the idea of buying, you just need to get them to the page where they enter their credit card details.

So what about selling the click?

Well in reality, you could just as easily say:

"Pre-sell the product, pre-sell the click"

The difference between selling and preselling can often be quite subtle and often refers to the language used. 

Pre-sell should not make your visitor feel under pressure – you want them relaxed. 

Selling on the other hand can apply a pressure. 

For that reason, my mantra says "Pre-sell the product, SELL the click", as I like to apply a little gentle pressure to get them clicking my link.

That pressure can come in a number of ways, for example, I could say something like:

"Widgets, Inc have a 30% discount on personalised green widgets, but only for another 48 hours, so get over there now to check out their extensive range f personalised green widgets."

To me, there is pressure applied here as I refer to a time-limited discount on the product they want.  It’s pressure because the visitor has to make a decision within the next 48 hours or risk losing a 30% discount.

Some people might see this as pre-sell, because you are talking about a benefit of clicking the link (saving money).  However, because pressure exists, I prefer to think of this as selling the click.

When you come to selling your click, apply whatever gentle pressure you can.

In the last part of this article, I want to get YOU to think about selling the click.  I have picked some examples at random from ezine articles, and later from Googles results page. 

Over at Ezine Articles, you can look at some of the resource boxes that authors use.  One of the main ideas of the resource box is to persuade the reader to click through to your site.

Do the resource boxes sell the click? 

Here are some examples for you to think about.  Look at each one, and decide whether you think the author has sold the click (with a little gentle pressure), and then ask yourself, would I click on the link to the authors website.  Also think about how you could improve the resource box:

 

While we are on the topic of selling the click, you could also go to Google and type in a buyer phrase.

Have a look at the listings in the top 10.  How many of them actually sell the click for the phrase you typed in. 

As an example, I went and typed in "buy RGP contact lens". 

Now this is a buyer phrase – I want to buy RGP contact lenses, but how many of the top 10 actually sell the click.

Here are a few to look at, but remember what I typed in.  Do they sell the click?  Is the result even offering to sell me lenses?  How could the descriptions and titles be improved for someone searching for ?buy rgp contact lens?. 

I have highlighted some words / phrases:

   

A top 10 listing for this phrase is all well and good, but a lot of those top 10 pages will get VERY poor clickthrough rates.  Take a look at the page ranked #1 for the search phrase ?buy rgp contact lens?:

If I am looking to buy, would this page interest me?   It wants to tell me what an RGP lens is, and since I want to buy some (because of the phrase I typed in), I think I probably already know that.

In this instance, and for this search term, it?s a page that is trying to sell ice to Eskimos!

See how important it is to match buyer phrase with landing page?

Next week we?ll continue with this series.

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3. One Tip
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Last week I told you about the Charity eBook that Martin Avis put together.  The last I heard from Martin was that it has so far raised about $4000 for Charity, so thanks to everyone who bought this great little book.

If you missed last week’s newsletter, One Tip is an excellent eBook written by 25 different Internet Marketers.

Back in November, Martin contacted his long list of Internet Marketing buddies – people who he knows are making their living online, and asked them the following:

"I’m creating a very special ebook called ‘One Tip…’. Please will you write an exclusive article to go in the book that gives your personal #1 tip for success in 2010. Something that you would tell one of your mentoring students. Something that will really make a difference."

Well, 25 people (myself included) wrote a piece for the book, and the result is a 70+ page eBook packed with useful tips and guidance from successful online marketers.

The best bit of all though is that the eBook costs just $17 and 100% of your money goes to Charity.  When you buy the eBook, you pay the Rotary Club in Sidcup directly into their Paypal account.  If you go over to the One Tip website and scroll to the bottom, you can see a long list of charities that have been helped by the Sidcup Rotary Club in the last few years. 

One Tip is an eBook with a difference, and its an eBook that can make a difference, not just to your own efforts online, but to people all over the world. 

One Tip

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4. Vista & Running as Administrator
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When Windows Vista came along it introduced the world to the annoying User Accounts feature that just doesn’t want you to run your software or have any kind of control over your hard disk.  To say it’s annoying is like Anne Boleyn saying "that really stings".

User accounts is like having a bully picking on you constantly, now allowing you do go about your daily business without it sticking its nose in your business.  I hated it with a passion. 

Notice how I used the past tense?

You see, I no longer get bullied around on my own computer – I turned the bully off.  I wrote about this back in newsletter 224:

ezSEO Newsletter 224

However, there are a lot of people who don’t want to (or cannot) turn off the User Accounts.  Unfortunately that means that some software (older software or software not written specifically for Vista) might not run properly because Vista won’t let the software create files, delete or rename files etc.

If you are having this type of problem with Vista and don’t want to turn User Accounts off, there is a solution.  You can run software as Administrator.  To do this, right click the icon for the program and select Run As Administrator.  This should fix your problems with the software.  Now, remembering to right click and Run As Administrator is a pain in the neck, so here is a solution. 

1. Right click the icon you use to open the software.
2. Click properties.
3. Click on the Shortcut tab.
4. Click the Advanced button.
5. Check the "Run as Administrator" box.
6. Click OK & close the properties box.

Now every time you run the software, it should automatically run as Administrator.

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5. PPC Loophole for $4.95?
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For the next 20 hours (from the time I am writing this), it’s true.  You can try PPC Loophole for just $4.95.

A little over a week ago, I told you about a product called PPC Loophole.  If you don’t do any PPC marketing, then you can ignore PPC Loophole, but if you do (or want to do) PPC marketing, then PPC Loophole really is something you cannot ignore.

I wrote an initial review on PPC Loophole a few days ago, so I wont waste your time by repeating what I wrote here:

PPC Loophole Review

PPC Loophole is professional tools and professional training for people who want to take their PPC marketing to new levels. 

Because of this, PPC Loophole is quite expensive.  However, at the moment (Offer ENDS TODAY), Jay has a special offer where you can try out PPC Loophole for just $4.95. 

You can read the details of this offer here:

PPC Loophole

 

 

Well, that’s it for this issue.  If you want to ask any questions on this issue, please leave a comment at the end of this newsletter.

Have a great week!

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If you enjoyed this newsletter, please recommend it to your friends. Also if you have any tips of your own, questions or comments, please leave a comment at the online version of this newsletter: http://ezseonews.com

Any tips or questions & answers I print in this newsletter will also be put up on the web version of the newsletter with a link to your site if you want it. That’s extra free traffic for your site as well as an incoming link to your site.

The products reviewed in this newsletter are often affiliate products, and as such, if you buy through my link, I will receive a commission.

The contents of this newsletter is copyright 2009 Andrew Williams.  If you want to republish any of the articles, you must get permission from the author.

This newsletter disclaims all responsibility for the advertising copy or the product advertised. You cannot rely on the fact that the newsletter has examined the product or recommends or endorses the product, unless it clearly says that it has, when you make your decision whether or not to purchase the product or interact with the advertiser. You are advised to do your own investigation before buying.

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