Push Letters

December 24, 2012 by  
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I’m sure by now you have heard of a “Push Letter”, “Sales Page”, “Capture Page” or even a “Landing Page” and might have been curious as to what they are designed to do and what the differences are between the concepts.

It would be very nice indeed if everyone would use the same terminology, but the fact is, the gurus to be want to make a name for themselves and will often coin new phrases to make their marks!

In essence, they concepts are all the same. You want to send out a simple message, (less confusion) and attract people you don’t know to take action. In the case of the “Capture Page”, you want them to leave their name and email so you will be able to reach out to them in the future. Yet it is typically a part of all the other concepts.

The concept is to tell them what they need, why they need it, how you’re going to provide it and what they will get out of it.

What they need would be the problem they are having and how they can no longer live with that problem and achieve success. Often people will not recognize they have a problem until you point it out to them. They never get all of their work done might translate into a great time management program you have developed. Your target audience might be entrepreneurs who are always looking for systems to become more efficient, more profitable or have more time to spend with their family. When you are the one who has a process where they can gain results in those areas, they are going to be more open to listening to what you have to say.

The secret is to have content which is appealing to your target audience, know your target audience inside and out and create an appealing message to solve their challenges.

Most often your initial contact page or email will include free information and people respond well to titles with numbers such as “The Top Ten Tips to . . .” It sounds succinct and offers a solution they can easily identify with and it is easy to recognize you are offering a solution to their problems.

The process typically involves two steps: first, an explanation as to what information they will obtain with a method they will receive the information, (thus, the capture box to keep them informed once they leave their details) the date and time of the delivered information and what they can expect from taking time to listen to your offer. This first step usually includes a headline, a short video, the capture box and a couple of testimonials from satisfied clients. You might even offer free downloadable bonuses such as an ebook, audio recording or a sample of your content. You have to remember, people are extremely busy and are bombarded with content and you need to do what it takes to stand out from your competition.

Second, it is customary to forward them to a landing page which will provide them more information about the details of obtaining the information. Depending on the delivery service you choose, you can even have automatic reminder notifications built in to make sure they don’t forget to attend. And if they do get busy and miss they event, most systems offer a replay on demand service.

Your ultimate goal here is to gather new contacts into your database and deliver worthwhile content so you build a high level of trust to your audience.

Almost everyone is delivering their content in the form of a webinar these days and through Power Point or similar content deliverable techniques, it is relatively easy to have your audience follow your webinar live or after the fact, from a recording of the material.

You’ll want to make sure you have a “next step” included in the webinar. What action do you want them to take? What is the ideal out come from delivering the content?

It won’t take you very long before you have a robust database are ready to launch your membership site.

How to Create Successful Book Marketing Campaigns

December 10, 2012 by  
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About four years ago I listened into a teleseminar promoting book marketing programs. It sounded like the thing to do so I signed up for the $3,000 course and listened in while printing out volumes of worksheets and guides every week.

Finally after week six, the course completed and I began to launch my own book marketing campaign. I was so excited to think I could have all of these people who would obviously want to help me sell my brand new book to their database, just because it is a great book!

Well, did I have a rude awakening waiting for me!

Yes, I had great success in having authors and industry leaders volunteer to be a part of the program, but less than one in ten actually did what they agreed to do. So, even though I conducted an amazing group of sixteen participants, I only sold 212 books.

Not that there is anything wrong with selling 212 books, believe me, I will do that any day I can! Yet, the potential was at least ten times greater than that number.

And what is amazing was every time I talked to a radio producer to get booked on their program, they would check to make sure I hadn’t conducted one of those “Amazon marketing campaigns.”

Fortunately it didn’t look like I had because of what I learned to do, without even knowing what I was doing! Isn’t it funny how sometimes we just stumble into the most perfect thing without knowing that’s what we’re doing?

I had called an author I had met while he was speaking inArizonaand ask if I could interview him. He agreed and then I asked if he would like his followers to be able to listen into the interview at no charge. Again he agreed.

We set up the time and he provided me with about twelve questions I could ask him. He sent his database to a page I had created a week ahead of time and I had about 200 people sign up to listen into the interview. I even allowed them to ask specific questions of the author. I boiled all the questions down into about six additional points of interests and even mentioned a few of the names the questions came from!

In case you missed the magic of this concept, I ended up with 200 more people in my database from the author I interviewed and was able to sell about 20 of my books to them while increasing the size of my database.

Every week I interviewed at least one more author and every week I would add between a hundred and 300 new names to my database. I also sold an average of 100 books each month to people I would never have met otherwise!

Innovation doesn’t always occur out of brilliance, sometimes it simply unfolds.

 

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