Work at home on
the Internet: internet marketing and affiliate program help.
Issue 269 |
Mar 23rd 2003
a few times recently I've written about an excellent
search engine book called Rankings
Revealed by Sean Burns.
One of the good things about it is that Sean doesn't
clog your brain with a whole load of theory, he just tests things
and when they work he writes about the results - so everything he
reveals is practical and easy to follow.
So Sean's a search engine expert, especially with
Now I hope Sean doesn't mind me talking about
this, but the sad thing is that his
book is not the massive hit it deserves to be.
We were discussing it the other day and we decided
it's because of the sales letter on his site. He gets lots of visitors
to the page, but it's not converting well.
This is a shame, because the book deserves to
fly off his site quicker than the server can let people download
So don't let his un-hyped
sales letter put you off, you should read his book.
Anyway, this got me thinking about sales letters
It's very hard to strike the right balance between
hype and (I know this is not a word) underhype.
If you want to make sales your "sales letter",
usually your index page, has got to sell. That's the purpose of
Sean's index page at Ranking's
Revealed under achieves.
On the other hand there are way too many sales
letters that over hype.
The shame is they produce sales.
Personally I prefer the understated letters, because
hype turns me off.
Perhaps what Sean needs to do is use one of the
sales letter generator programs on his site.
I've got both Marlon
Sanders Push Button Sales Letters and Armand
Morin's Sales Letter Generator and they're both help you quickly
produce sales pages that sell.
Seeing Sean is into testing he could produce a
letter with one or the other of them, and put it up on the main
page of his site for a week and see how the sales results compare
to this current web page.
Of course he'd also need to use his own skills
to tweak the page so he doesn't lose his search engine traffic -
it will be a fine balance.
What about your own web pages? Are they ranking
well in the search engines?
Are they converting visitors to sales? And I'm
not just talking about promoting your own product here...you can
apply just the same
techniques to produce affiliate sales.
Perhaps it's time to do
some copy tweaking of your own.
Have you noticed....
how often a Site
Build It sites comes up in the top 3 when you search for something.
The older SBI
sites often have a fairly uniform look, so they're easy to spot.
But things have changed. Sometimes it takes quite a bit of
sniffing around to work out they're SBI
The great thing about an SBI
site is a lot of the hard search engine work is done for you, leaving
you to concentrate on producing content that sells.