The Most Important Web Page You’ll Ever Build…

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The most important page in your whole website strategy is your lead capture page. This is also known as a squeeze page, and even though some people call it a landing page, it serves the same purpose.

This is where you are going to drive all of your traffic with your postcard AND any other media you are using to drive traffic to your site. Any traffic is going to come to this page. And this page has one purpose and one purpose only – to get the prospect to opt in and provide contact information.

It is not to promote your image. It is not to sell a product. It is to get people to give you their contact information. That is its purpose.

Every element on that page needs to contribute to that purpose, to that goal.

What Goes On Your Landing Page?

Now, you are wondering what makes up the elements on the landing page. Glad you asked. Here’s a proven, powerful layout for a squeeze page:

squeeze-page (1)

Let’s go through these elements in detail.

Step 1: Create a Killer Pre Head and Headline

  • The pre-headline identifies who needs to care about what you have to offer.
  • The headline is what draws people in and gets them interested in what else is on the page. You want a headline that engages your prospect, that says to the prospect, “Hey, this is me, I want to read more.”
  • If the headline doesn’t do its job – which is to get the prospect to read the rest of your copy – then your entire squeeze page might as well not even exist.

Too often, marketers make the mistake of trying to sell their products, services and even free newsletter subscriptions in the headline. Don’t even attempt it… you don’t have enough room to do that anyway.

Instead, tempt your prospects with a compelling benefit and arouse curiosity in an effort to make them keep reading. Grab them by the shirt collar and drag them into their copy. If your headline “sucks” them into the rest of your copy, you’ll have plenty of time to use your best persuasion tactics to get their subscription.

And what makes this easy for you is that you’ll be using the EXACT same pre-headline and headline that you used on the postcard we made in last week’s blog:

ATTENTION: Famous [YOUR PROFESSION]’s FREE CD for [TARGET CUSTOMERS] reveals:

Amazing [PROBLEM-SOLVING] System Guaranteed To [ACHIEVE HUGE TRANSFORMATION] Fast!!

Just plug in what you wrote for the postcard and move on to the next section.

Step 2: Write a Great SubHeadline that Teases Them Even More

You want to reinforce your headline AND drive some urgency if possible. Mention the guarantee – take away all risk. Again, as a starting point you could simply re-use the subheadline from your postcard:

If you would like to quickly [BENEFIT], [BENEFIT], and [BENEFIT] ….here’s a FREE OFFER from one of America’s most respected [YOUR SPECIALTY] experts…..

Step 3: Write Great Sales Copy That Gives Them a Reason To Opt-In

You might be asking, “Why do I need to sell here, they’ve come to my page to opt-in?”

Well, just because someone took the bait to come to your site that doesn’t mean they’ll complete the task by opting-in. You need to factor this is in:

People are actually somewhat afraid to give their email address and contact info to a stranger.

And that’s because of the fear of having their address shared and spammed. As such, taking the time to write good sales copy will increase your conversion rate.

So You Need Great Sales Copy!

We talked about the headline and why that’s sooooo important. But there’s more.

Once you’ve pulled your prospect into your copy with the headline, then you need to sell them on why giving you contact info in exchange for the LGM is a great deal for them. That means giving them strong reasons why they should join, with a strong emphasis on a bulleted benefit list that catches the eye.

Think of your bulleted benefits like mini-headlines: Each of them should promise a benefit and, preferably, arouse curiosity.

Here’s the basic template for you to use in this section of the Squeeze Page:

Screen Shot 2016-11-16 at 12.11.04

Again – this shouldn’t be difficult as you’ve already created the bullet points when you did your postcard. Just take the best ones from it and use them again here.

Step 4: Finish with a Strong Call to Action

Finally, your squeeze page should end with a strong call to action. This is where you specifically tell your prospects exactly what you want them to.

Common sense suggests that if you have a strong headline and strong, benefit-laden copy, then prospects would be eager to join your list – and they’d know exactly what to do. But tests have also repeatedly proven that telling prospects EXACTLY what to do increases your conversion rate.

Here’s the model you want to use:

  • Some Kind of Scarcity Applies
  • So DO NOT Delay – Sign Up NOW!

Step 5: Put in the Opt-In Webform

This is where you’ll need to put in the necessary code to connect your landing page with a specific Customer Relationship System (CRM).

Then, when someone “opts-in” to your email list, their contact information is added to your CRM and its database.

There are a variety of systems out there – 1shoppingcart.com, Constant Contact, aWeber, MailChimp, and more. They all have great support in helping you set up your website to capture emails and send emails so we won’t cover that here.

The example we’ll demonstrate for you involves aWeber – one of the best services out there.

Step 6: Display the Thank You Page

Your CRM – aWeber, whatever – will enable you to automatically redirect the prospect to another web page after they enter their contact information. This is a great time to congratulation them on making the decision to get the LGM… and to give them a rough idea of how long to wait until it arrives at their doorstep.

Source: Dan Kennedy

Did Your Website Traffic Increase After the Google Algorithm Updates?

Search engine optimization (SEO) is evolving daily, below we focus on all that has occurred in the past couple of months in the SEO world.

Google rolled out three major updates in September and October 2016

  1. Google Possum Update: On September 1st 2016, Google rolled out a massive local algorithm update which impacted the ranking on local 3 pack and Google local map results.
    • Google is now filtering sites based on address and affiliation to manage duplicate data on search results and listings.
  • Action for businesses: Ensure that your business has a verified Google My Business profile and no duplicate pages exist on your address.

 

  1. Next, between September 13th and 14th we saw a massive drop in search engine result pages (SERPs) with image results on page one. Moz.com reported that this caused substantial volatility, and SERPs received an extra organic result on page one due to images being removed.
  • Action for businesses: Keep optimizing images as images and videos are very important to deliver a good user experience. However, at the same time, take advantage of the new available spot and update content, leverage blog posts or holiday special pages to rank for more keywords.

 

  1. Finally, on September 23rd 2016, Google officially announced that “Penguin” is now part of their core algorithm. Google’s search rankings rely on over 200 signals, one being the Penguin ranking algorithm that helps Google identify websites that spam search results. Websites who obtain links through networks designed primarily to artificially boost Google rankings are the ones impacted by this update.
  • Action for businesses: Know the channels and websites that your business is listed on, “linked to”. Buying links in bulk or irrelevant links from small directories may end up getting a Penguin penalty in future. Scan your business on the most important channels and get your health score today by visiting www.naptunelistings.com.

 

How did the updates impact Milestone customers?

Milestone reviewed their client traffic after the updates, September and October 2016, and below are the findings:

  • Organic traffic share:
    • Increased 14% compared to the Sept/Oct 2015
    • Increased 8.03% versus the previous period, July/Aug 2016
  • Highest increase was in the conversions:
    • Increased 23.89% compared to Sept/Oct 2015
    • Increased 16.42% versus the previous period, July/Aug 2016

It is almost anyone’s guess as to the precise state of SEO a year from today, as trends fall off almost as quickly as new trends emerge. But, staying on top of changes and building a solid SEO strategy based around customer engagement will set you up for success in 2017 and beyond. If you have additional questions please leave a comment below, visit our website, or email us at [email protected]


Source: Paid Search

Did Your Website Traffic Increase After the Google Algorithm Updates?

Search engine optimization (SEO) is evolving daily, below we focus on all that has occurred in the past couple of months in the SEO world.

Google rolled out three major updates in September and October 2016

  1. Google Possum Update: On September 1st 2016, Google rolled out a massive local algorithm update which impacted the ranking on local 3 pack and Google local map results.
    • Google is now filtering sites based on address and affiliation to manage duplicate data on search results and listings.
  • Action for businesses: Ensure that your business has a verified Google My Business profile and no duplicate pages exist on your address.

 

  1. Next, between September 13th and 14th we saw a massive drop in search engine result pages (SERPs) with image results on page one. Moz.com reported that this caused substantial volatility, and SERPs received an extra organic result on page one due to images being removed.
  • Action for businesses: Keep optimizing images as images and videos are very important to deliver a good user experience. However, at the same time, take advantage of the new available spot and update content, leverage blog posts or holiday special pages to rank for more keywords.

 

  1. Finally, on September 23rd 2016, Google officially announced that “Penguin” is now part of their core algorithm. Google’s search rankings rely on over 200 signals, one being the Penguin ranking algorithm that helps Google identify websites that spam search results. Websites who obtain links through networks designed primarily to artificially boost Google rankings are the ones impacted by this update.
  • Action for businesses: Know the channels and websites that your business is listed on, “linked to”. Buying links in bulk or irrelevant links from small directories may end up getting a Penguin penalty in future. Scan your business on the most important channels and get your health score today by visiting www.naptunelistings.com.

 

How did the updates impact Milestone customers?

Milestone reviewed their client traffic after the updates, September and October 2016, and below are the findings:

  • Organic traffic share:
    • Increased 14% compared to the Sept/Oct 2015
    • Increased 8.03% versus the previous period, July/Aug 2016
  • Highest increase was in the conversions:
    • Increased 23.89% compared to Sept/Oct 2015
    • Increased 16.42% versus the previous period, July/Aug 2016

It is almost anyone’s guess as to the precise state of SEO a year from today, as trends fall off almost as quickly as new trends emerge. But, staying on top of changes and building a solid SEO strategy based around customer engagement will set you up for success in 2017 and beyond. If you have additional questions please leave a comment below, visit our website, or email us at [email protected]


Source: Paid Search

Did Your Website Traffic Increase After the Google Algorithm Updates?

Search engine optimization (SEO) is evolving daily, below we focus on all that has occurred in the past couple of months in the SEO world.

Google rolled out three major updates in September and October 2016

  1. Google Possum Update: On September 1st 2016, Google rolled out a massive local algorithm update which impacted the ranking on local 3 pack and Google local map results.
    • Google is now filtering sites based on address and affiliation to manage duplicate data on search results and listings.
  • Action for businesses: Ensure that your business has a verified Google My Business profile and no duplicate pages exist on your address.

 

  1. Next, between September 13th and 14th we saw a massive drop in search engine result pages (SERPs) with image results on page one. Moz.com reported that this caused substantial volatility, and SERPs received an extra organic result on page one due to images being removed.
  • Action for businesses: Keep optimizing images as images and videos are very important to deliver a good user experience. However, at the same time, take advantage of the new available spot and update content, leverage blog posts or holiday special pages to rank for more keywords.

 

  1. Finally, on September 23rd 2016, Google officially announced that “Penguin” is now part of their core algorithm. Google’s search rankings rely on over 200 signals, one being the Penguin ranking algorithm that helps Google identify websites that spam search results. Websites who obtain links through networks designed primarily to artificially boost Google rankings are the ones impacted by this update.
  • Action for businesses: Know the channels and websites that your business is listed on, “linked to”. Buying links in bulk or irrelevant links from small directories may end up getting a Penguin penalty in future. Scan your business on the most important channels and get your health score today by visiting www.naptunelistings.com.

 

How did the updates impact Milestone customers?

Milestone reviewed their client traffic after the updates, September and October 2016, and below are the findings:

  • Organic traffic share:
    • Increased 14% compared to the Sept/Oct 2015
    • Increased 8.03% versus the previous period, July/Aug 2016
  • Highest increase was in the conversions:
    • Increased 23.89% compared to Sept/Oct 2015
    • Increased 16.42% versus the previous period, July/Aug 2016

It is almost anyone’s guess as to the precise state of SEO a year from today, as trends fall off almost as quickly as new trends emerge. But, staying on top of changes and building a solid SEO strategy based around customer engagement will set you up for success in 2017 and beyond. If you have additional questions please leave a comment below, visit our website, or email us at [email protected]


Source: Paid Search

Milestone’s Galexi CMS Can Now Power ADA Conforming Sites

Milestone announced today that its Galexi™ CMS is the first in the hospitality market to provide the necessary framework and technology to allow for the development of ADA conforming websites. The Americans with Disabilities Act (ADA) was enacted in 1990 by the US Congress, and it mandates that electronic and information technology must be accessible to people with disabilities. “US courts have interpreted ADA conformity for websites per the guidelines established by World Wide Web Consortium (W3C)” said Anil Aggarwal, Milestone’s Chief Executive Officer. “Milestone’s Galexi CMS system can now create websites that conform with the W3C’s WCAG (Web Content Accessibility Guidelines) Level A and AA guidelines,” continued Mr. Aggarwal.

“Catering to those with disabilities is not just a mandate of the law, it’s the right thing to do and it makes good business sense” said Mr. Aggarwal. Milestone’s Galexi CMS supports the technologies necessary to allow for the required changes in design, site programming and content modifications that allow websites to become conforming. By providing conforming access, businesses can expand their ability to cater to the approximately 20% of Americans who suffer from some form of disability.

Beyond catering to those that have disabilities, however, this technology can also protect Milestone customers from possible legal challenges. “Several businesses in New York, California and Pennsylvania have faced legal challenges in the past year due to their lack of conformity,” explained Mr. Aggarwal, “with the new features, Milestone’s CMS system is now able to create websites that will conform to both WCAG Level A and AA guidelines.” Milestone will be working closely with clients over the coming weeks to enhance the usability of all sites powered by Milestone’s CMS system.

Anyone interested in creating a website that conforms to ADA standards, or upgrading their current website, should reach out directly to Milestone by contacting its sales department at 866-615-2516 or at [email protected].

About Milestone
For the past 19 years Milestone has been at the forefront of powering websites for the hospitality and retail industries. Milestone’s suite of digital marketing products powers the digital presence of over 2,000 customers, while Milestone’s website design services and organic and paid marketing services are driving traffic to thousands of properties all around the world. For more information about Milestone and our products and services, visit us at www.MilestoneInternet.com.


Source: Paid Search

A Step By Step Guide To Taking Your Offline Leads Online

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We are now going to talk about my very favorite form of marketing. The strategy we’re outlining here is both effective AND relatively inexpensive – postcards and integrating online marketing with offline marketing.

So, we are going to talk about how to use offline methods to generate leads online.

Why is this exciting?

  1. You can reach lots of highly targeted prospects. As we get into this, you will see why.
  2. It’s so easy. There are so many people, and so many of these Internet marketers, who are intimidated by using direct mail or using offline methods because they think it’s hard. The truth is direct mail is easier than almost all of the online things. It’s easier to do.
  3. You get a much, much, much higher quality of lead. You see it doesn’t matter how many subscribers you have, but are they qualified subscribers? Are they good subscribers? Are they going to buy something?

I know people with lists of 100,000 people who don’t do squat in sales. And other people with a list of five thousand people who kick butt because it’s not the quantity, it’s the quality. So, you get a much higher quality of leads with offline methods.

You could also ramp up sales very, very quickly, make a lot of money, and get rich very, very quickly.

Maybe you are wondering about the best method for driving traffic to the site and then to your product. Well, the best method is direct mail. Now, do I say only use direct mail? No, I say use everything you can. But for now we recommend using direct mail, which is great because you can ramp up something very quickly.

Let me explain what I mean…

It’s All About the List

Victoria’s Secret has (and I forget what the exact number is so I am just going to use this) 100,000 hotline names every single month. Hotline means that 100,000 people have either subscribed or bought something within a month or three months. Those are hotline names in direct marketing.

You can rent a Victoria’s Secret list. Remember that each month they have 100,000 new people who have bought something. Well, if you can find a product or service that you can sell to the Victoria’s Secret list, you will get rich very quickly just from that one mailing list.

There are people that have become millionaires by mailing to one gigantic mailing list of highly targeted prospects.

So, how do you do this? I am going to give you four letters—four very powerful letters— and here they are: SRDS─Standard Rate and Data Service. Check them out at www.SRDS.com, or head on over to your public library (a major facility, not a tiny satellite) and ask the nice lady at the reference desk for a looksee at a copy.

SRDS lists every commercially available mailing list on the market. It also has a ton of list brokers. List brokers are people who will find lists for you. SRDS is a subscription, and it’s about $500 a year, but it is well worth the subscription price.

Here’s why: You can rent targeted lists of buyers of products similar to the product that you are trying to sell. Buyers—not people online looking for free information and clicking on every Google AdWord they see to see how much free information they can get. Not freeloaders and moochers in discussion groups who think that everything should be free. Buyers—people who have taken out their wallet, taken out their credit card and actually bought a product.

You can even target it to people who have bought a product very similar to the one you are selling.

Let me ask you: What do you think is a higher quality lead? There really is no comparison. So for example, let’s say you are selling stuff teaching people how to make money in real estate—it’s a huge market. You can go and rent the email list of people who bought other real estate gurus products. You want to get the Carlton Sheet’s list— you can get that list! Again, the key is buyers, buyers, buyers, because this equals qualified traffic.

And what’s really exciting is you can get lists of buyers who have email addresses. Not that you are going to rent the email address, but the beauty of this is if you can get buyers of products similar to yours that have email addresses so you know that they are online. If they have an email address, they are online.

Why I Love Postcards!

Let’s say we rented the list. How do we get our information out to drive people to the website? I am going to suggest that you use the lowly postcard.

Why?

  • Number one: It’s inexpensive.
  • Number two: It’s fast to use.
  • And number three: It works.

So, how do you design your postcard? Easy – you model exactly the sample postcard we’ve provided by applying your information when filling in its associated template.

Here’s the SAMPLE Postcard:

Side 1

PostcardTemplate_side1

 

Side 2

PostcardTemplate_side2

The sample was written by Dan Kennedy himself to drive prospects to a lead capture website where they could get a free audio CD (Lead Generation Magnet).

It’s packed chock-full of benefits, reasons, and testimonial proof for why you should sign up to get this free audio CD.

It worked like gangbusters and that’s why we’re passing it along to you to model. Let’s now look at the associated Template for this postcard.

Filling in the Postcard Template

We’ll start with filling in SIDE 1 and then move on to SIDE 2.

Step 1: Fill In the PreHead Section

You’ll need to enter your [PROFESSION] – what it is you call yourself AND the [TARGET CUSTOMER] – exactly who it is your Lead Generation Magnet (LGM) is designed to help.

Step 2: Write Your Headline

You’ll need to identify the Core Problem your LGM is designed to solve as well as the HUGE Transformation the Target Customer will experience by having this problem solved. So fill in the blanks to create your headline:

Amazing [PROBLEM-SOLVING] System Guaranteed To [ACHIEVE HUGE TRANSFORMATION] Fast!!

Step 3: Write Your Sub-Headline

Here’s where you’ll need to identify three key benefits the customer will experience from having their core problem solved. Then add in the area in which you specialize – so they can see you’re a top tier expert. So fill in the blanks to create your sub-headline.

If you would like to quickly [BENEFIT], [BENEFIT], and [BENEFIT] ….here’s a FREE OFFER from one of America’s most respected [YOUR SPECIALTY] experts…..

Step 4: Write Your Opening Paragraph

The opening paragraph introduces you, names the LGM, and restates the key transformation experienced by the target customer when they get the LGM. Fill in the blanks to create your intro paragraph.

Here are the reasons why [YOUR NAME]’s “[LEAD GEN TITLE]” Will [STATE THE KEY TRANSFORMATION] for YOU too:

Step 5: List Challenges They’ll Overcome AND Benefits of Doing So

Next you’ll provide a list of bullet points that list the challenges they’ll overcome thanks to getting the LGM… but don’t stop with that, state an associated benefit for overcoming each challenge. For example, in the Sample Postcard, the first bullet was this:

• How to sell at prices higher than your competitors, with zero price resistance (raise your profits now!)

The challenge: Selling at higher prices The benefit: Raising your profits now!

Write up a list of similar bullet points for your LGM. You want somewhere between 3 and 7.

Step 6: Pile On Even MORE Reasons to Get The LGM

Here’s where you write another paragraph and list even more benefits of grabbing your LGM. These can be more basic benefits of what they’ll learn from the LGM and/or mini-transformations they’ll experience. For example, here’s a couple from Dan’s SAMPLE:

  1. Why and how to STOP “COLD” PROSPECTING forever!
  2. Sell in a competitive vacuum
  3. Sell more with less stress, earn more in less time
  4. So fill in the text with your own answers here – again, pile on the reasons to get your LGM now!

And [TARGET CUSTOMER]s change their entire experience [DEALING WITH KEY PROBLEM] with…..

  1. [Mini Transformation / Benefit]
  2. [Mini Transformation / Benefit]
  3. [Mini Transformation / Benefit]
  4. [Mini Transformation / Benefit]

Just one of these ideas put to good use could dramatically, positively [BENEFIT TO CUSTOMER] — and you can discover all the details in a FREE CD from [YOUR NAME].

Step 7: Tell Your Story to Establish Professional Credibility

Dan’s copy now does a great job of describing who he is and why it matters to you.

Who Is Dan Kennedy? — And Why Should You Rush To The Phone, To Get His Free CD That Reveals Breakthrough Money Strategies? ENTREPRENEUR MAGAZINE wrote that Dan has “102 money-making strategies for any business.” INC. MAGAZINE included one of Dan’s books on its “500 best business books of all time” list. Each year, Dan speaks to over 200,000 people, including appearances on the famous “SUCCESS Tour” (as seen on CNN, in TIME)…Appearing with former U.S. Presidents, General Colin Powell, Larry King…business leaders like Ben & Jerry of Ben & Jerry’s Ice Cream, Jim McCann of 1-800-Flowers, top sports agent Mark McCormack…and Zig Ziglar, Tom Hopkins, Brian Tracy. These events draw audiences of 10,000 to 20,000 people! And private clients “pay through the nose” for Dan’s advice one-on-one: his fees start at $5,800.00 a day or $800.00 an hour, and he typically commands over $25,000.00 for a “project” — and 80% of all clients who use him once, do so repeatedly.

Millions of dollars worth of his “Magnetic Marketing Owners who then use Dan’s methods and “paint by numbers” marketing tools to boost their incomes — a few of their comments are in a box on the other side of this postcard.

Your story will of course be different. But the common elements you should use are:

  • Experience / Achievements / Certifications
  • Honors and Awards
  • Name Dropping of Celebrities in your Market
  • Numbers of programs sold / people helped
  • The Value of YOUR Time
  • Fill in this part of the postcard with YOUR story.

Step 8: Make the CALL TO ACTION

Here’s where you give out the web address of where they need to go to get the LGM. Make SURE you put down the exact URL – enter the text exactly as written into your own browser to make certain it works!

Then pile on just a bit more guilt with a statement that’s basically “Unless you’re already 100% happy with your own crappy results, why wouldn’t you say ‘Yes’ to this?” We’ve used this kind of text formula over and again on order forms, opt-ins, etc. and it’s very powerful. Big tip there!

We’re done with SIDE 1 – now on to SIDE 2…

Step 9: Fill in the Headline on Side 2

This is easy – just use the exact same headline from Side 1 that you created back in Step 2. No need to get creative, use the exact same headline.

Step 10: Add in Testimonials

In the “What Others Say About [YOUR NAME]” box, put in 3-5 testimonials. They should relate to the LGM if possible, but if not, just testimonials about you, your services/products, etc. would be okay. The key here is to lay out REAL social proof from happy customers who are singing your praises.

Step 11: Call to Action

Tell them where to go by writing in the exact URL for your lead capture website. It should match the one you put on SIDE 1. Again – test it!!!

Source: Dan Kennedy

Google Will Soon Implement Its Mobile-First Index

A recent story on Search Engine Roundtable reviewed new developments around Google’s “mobile-first” index, here’s how it might affect you.

As a refresher, mobile-first indexing means that Google would index websites based on their mobile version, rather than the desktop version. In other words the data that Google stores from your website in order to serve search engine users fast accurate search results will now be gathered from the mobile version of your website.

Recent studies have shown that mobile traffic is booming, making more than half of all traffic on the web; therefore, this is a logical move for Google, indexing websites and their content where they have the most impact for their users.

This change places a new importance on the content of your mobile pages, since typically mobile pages have a truncated version of the content on their desktop counterparts, much of your site’s content may go unindexed. However, if a site doesn’t have a mobile version it will still be indexed by its desktop version, just as it would have been before. Google has stated that there will not be a separate index for desktop sites, but when the mobile site is absent, the desktop site will be indexed in its stead.

The new mobile-first index is currently in the live testing phase which means a full implementation could be right around the corner. This means it might be time for you to optimize the content on your mobile site.


Source: Paid Search

Google Will Soon Implement Its Mobile-First Index

A recent story on Search Engine Roundtable reviewed new developments around Google’s “mobile-first” index, here’s how it might affect you.

As a refresher, mobile-first indexing means that Google would index websites based on their mobile version, rather than the desktop version. In other words the data that Google stores from your website in order to serve search engine users fast accurate search results will now be gathered from the mobile version of your website.

Recent studies have shown that mobile traffic is booming, making more than half of all traffic on the web; therefore, this is a logical move for Google, indexing websites and their content where they have the most impact for their users.

This change places a new importance on the content of your mobile pages, since typically mobile pages have a truncated version of the content on their desktop counterparts, much of your site’s content may go unindexed. However, if a site doesn’t have a mobile version it will still be indexed by its desktop version, just as it would have been before. Google has stated that there will not be a separate index for desktop sites, but when the mobile site is absent, the desktop site will be indexed in its stead.

The new mobile-first index is currently in the live testing phase which means a full implementation could be right around the corner. This means it might be time for you to optimize the content on your mobile site.


Source: Paid Search

Facebook Advertising, Taking Over Google Ads?

We are big fans of Whiteboard Fridays from Moz, recently a whiteboard by Brian Stewart caught our attention by highlighting the remarketing capabilities of Facebook. Yes, not remarketing on search engines but on Facebook, the platform historically viewed as never producing a return on investment. The session, “How to Build a Facebook Funnel that Converts” literally describes how to receive returns on your investment by building a funnel for content-seeking Facebookers. However, a note worth highlighting is how Facebook is competing with Google, not only as a news source, but as an advertising platform for businesses of any size.

Facebook can advertise your “ad” (content) to interested customers, sending them to your website for more information and to complete an action (submitting email address for a sweepstakes, or even booking a reservation). Facebook is now capable of targeting these same website visitors with “custom” content in Facebook based off the action they took on your website. For instance, if the person filled out the form they receive content pushing them down the path to purchase, if the person went to your page and did not fill out the form Facebook will automatically know to push other “awareness” type content you have supplied. Thus, Facebook is pushing people down the path to purchase within their platform based on interactions with your website. And, don’t forget the size of Facebook, the platform has over a billion daily active users.

So, what does this mean for you? Use content you have, or create new content, and test out Facebook re-targeting. There are a lot of avenues for advertising and Facebook is increasingly proving that it can compete with Google and show advertisers a ROI.

MOZ SEO


Source: Paid Search

Competitive Intelligence, Am I Doing it Right? [Webinar]

Competitive Intelligence

Is your marketing bringing you as much business as possible? Are you capitalizing on your competitor’s marketing gaps? Today’s digital customer is the savviest customer in history, does your marketing match? Learn how to measure your performance, as well as your competitors’, in today’s complex digital world. Join our webinar to jump start your Competitive Intelligence strategy and your marketing returns.

Don’t let your competition pass you by, take action!

Register to learn these key takeaways:

  • Digital trends impacting your business the most
  • Metrics to track success
  • Software to implement your Competitive Intelligence

Presenters:

Dao Phung

Dao Phung

Product Specialist

 

 

 

Courtney W

Courtney Willingham

Lead Client Services Manager

 

 

 

Webinar Registration

 

 

 


Source: Paid Search

Competitive Intelligence, Am I Doing it Right? [Webinar]

Competitive Intelligence

Is your marketing bringing you as much business as possible? Are you capitalizing on your competitor’s marketing gaps? Today’s digital customer is the savviest customer in history, does your marketing match? Learn how to measure your performance, as well as your competitors’, in today’s complex digital world. Join our webinar to jump start your Competitive Intelligence strategy and your marketing returns.

Don’t let your competition pass you by, take action!

Register to learn these key takeaways:

  • Digital trends impacting your business the most
  • Metrics to track success
  • Software to implement your Competitive Intelligence

Presenters:

Dao Phung

Dao Phung

Product Specialist

 

 

 

Courtney W

Courtney Willingham

Lead Client Services Manager

 

 

 

Webinar Registration

 

 

 


Source: Paid Search

Creating Killer Copy

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If there’s a single skill you need to flourish as a Dan Kennedy style “Direct Response Marketer” it’s the ability to either write sales copy OR at least be able to recognize good copy.

If this sounds daunting, don’t worry – the templates we’ve provided in this article give you a massive advantage over your competitors… most of which have absolutely ZERO clue about how to tell a brochure that sucks wind from a sales letter that will generate HUGE returns.

This week we’re going to cover some of the foundational principles of direct response copywriting – AND give you a toolkit of resources you can go back to and use over and again whenever you need to write any kind of sales piece.

Okay, let’s go through the core steps to creating Killer Copy!

steps (3)

Step 1: Know Your Prospect

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You need to know your prospect's wants, desires, fears, pain and more. Most businesses will skip over this step and plow ahead without having done ANY serious thinking about who they're marketing to. Do NOT make this mistake!

Step 2: Create a FACT SHEET

Again, this is what we did a few weeks back when creating your offer / WIDGET. You want to go long and detailed about everything that’s included in that offer… the more you know about it the easier it will be to lay out to the reader why it matters so much to them.

Step 3: Create a Benefit List

Here’s what a lot of entry-level writers miss when writing copy… and sadly, more than the lion’s share of experienced business owners and marketers as well. They stop with simply listing the features of the product… thinking that features alone, piled high one upon the other, will provide sufficient evidence to close the sale.

Not a chance. No one cares about the minute details of a drill bit – how it was forged by master craftsmen in sterile foundries using only the finest alloys of tungsten steel… no one cares… until you tell how big a hole it’ll make.

Step 4: Write Down Your Killer Offer

See a trend emerging….? We’ve already put you on the path to becoming a killer copywriter just by walking you through the proper sequence. Again, you have to create an awesome offer that eliminates all hesitation and demolishes all barriers to buying.

Make it so good even YOU can’t resist it. That’s how good your offer needs to be. Crazy, insanely good.

Step 5: Write Down Lots of Headlines

Don’t settle for the first headline you create. Keep writing and writing and writing. Here’s a quick list of ten rules for writing a headline:

  • Make it BIG and BOLD. The bigger and bolder the better.
  • DO NOT USE ALL CAPS FOR THE ENTIRE HEADLINE. It makes it difficult to read. Capitalizing the first letter of every word has been proven to be effective.
  • “Quotation marks around the headline” have been shown to increase response.
  • Both long and short headlines work well as long as they “speak” to your prospects’ interest.
  • Write headlines in a National Enquirer style. If you don’t get the National Enquirer every week, you should. It includes some of the best copywriting and headlines on the entire planet. Don’t tell me that your customers are too sophisticated for you to use this strategy or that it doesn’t fit your “image”. You can’t deposit image in the bank. This style of writing works. Model it.
  • Don’t be cute or try to be clever. If your prospect has to guess what your advertisement or letter is about after they read your headline, it sucks.
  • Don’t talk about how great you are. Speak to your prospects’ interests and desires.
  • Don’t try to “trick” your prospect into reading your ad or letter. “FREE SEX!” as a headline will certainly get attention, but you’re just going to anger your prospect when they continue reading and find out that you are trying to sell them something completely different.
  • Do NOT send out or hand out any piece of printed material that does not have a headline. Ever.
  • Your name as a headline is no good. Don’t use your name or your company’s name as a headline.

Step 6: Choose a Template and Write the First Draft

Having a template is critical. We’re going to give you several here that you can start using right away.

The reason for having a template is simple: it eliminates the fear associated with facing a blank page and instead lets you just “fill-in-the-blanks” to create your letter. You have a clear path to follow.

When you do so, here’s a key tip: Write as fast as you can. Writing fast means you write like you talk and then gives your copy power and makes it sound real.

Okay, here are some proven sales letter formulas that you can follow and use. These are great to consider for all kinds of sales letters. Save them and use them.

Sales Letter Formula #1:

  1. Headline
  2. Opening Paragraph
  3. State your Unique Selling Proposition
  4. List reasons to believe what you say
  5. List benefits of the program (bullet points)
  6. Testimonials from Happy Customers
  7. Set the buying criteria (Warning: Don’t Hire____ Unless They Meet the following # criteria!)
  8. Give the Price
  9. List the Bonuses
  10. Guarantee
  11. Call to Action (Here’s what you do next)
  12. P.S.

Sales Letter Formula #2

  1. PreHead to identify WHO Program is for
  2. Attention Getting Headline that makes BIG Promise
  3. Sub-Head that Explains Promise
  4. State the Problem
  5. Agitate the Problem
  6. Solve the Problem
  7. Describe Offer in Detail
  8. Offer
  9. Bullets of benefits
  10. Answer Objections
  11. State Price
  12. Give Guarantee
  13. Give Reason to Act NOW (Scarcity, Deadline, etc.)
  14. Call to Action (do this now!)
  15. Warn them of the pain they’ll experience if they don’t act
  16. P.S. Reiterate why you need to act NOW

Sales Letter Formula #3

  1. PreHead to identify WHO Program is for
  2. Attention Getting Headline that makes BIG Promise
  3. Sub-Head that Explains Promise
  4. Create Instant Credibility with Testimonials
  5. Build interest by describing why you’re making this promise
  6. More Testimonials that prove you get the results promised
  7. Explain Why You’re Giving such a Great Deal
  8. Identify the FREE Fast-Action Bonuses
  9. Describe your Guarantee
  10. Demand Immediate action by stating scarcity or deadline
  11. Remind them what they’ll lose by NOT acting now
  12. Call to Action (do this now!)
  13. PS Tossing in one FINAL Fast Action Bonus

Step 7: Let the Copy Rest

Put the copy you’ve written aside for a day or two. Don’t try to edit it now. You’re too close to it. Let it sit a few days. Go do something completely different – this allows your subconscious some space to ponder what you’ve written without you paying attention. That’s a good thing.

Step 8: Read it aloud

This is a huge tip. Read what you’ve written aloud. It will absolutely help you discover all kinds of typos, spelling errors, glitches in logic, etc.

Step 9: Final Proof/Edit

Rewrite it based on what you’ve found. Smooth over transitions. Fix typos. Make it flow.

Also… here’s where you would review and edit to add serious punch to your bullet points. Bullet points are basically mini-headlines that relate to specific features and benefits of your program. As such, many of the same templates and basic structures used for headlines apply and can be used with bullet points.

Source: Dan Kennedy

Presenting: The 2016 Mashies Winners and Finalists

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In a world oversaturated with brands and ads vying for your attention, today’s marketers are expected to go above and beyond to make their work stand out.

At Mashable, we celebrate the game-changers. The people, brands and ideas that are starting conversations, engaging audiences and creating the future.

That is why we’ve created the Mashies—Mashable’s annual awards program showcasing the year’s most outstanding digital work in marketing, advertising and social—to celebrate marketing that is impactful, meaningful and, ultimately, game-changing.

After careful consideration by our distinguished panel of judges, we’re excited to announce the Mashies finalists and winners of 2016! Read more…

More about Mashies, Marketing, Awards, Digital Marketing, and 2016 Mashies
Source: Digital Marketing

9 Steps To Producing An Effective Lead Generation Magnet

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Now that you understand the psychology behind the Lead Generation Magnet, and you have all your foundational information in place about your market and so on, it’s time to get down to the nuts and bolts of actually creating your LGM.

In this example we’ll be using an audio recording which comes with a written report, but a lot of the lessons here can be applied to most types of Lead Generation Magnet.

And we won’t sugar-coat this – it’s work.

But to make it easier for you, this workbook contains a very specific step-by-step formula/outline we’ve used to create our LGMs along with some of the standard phrasings. And anyone who does a lot of writing understands that having a solid outline makes writing a whole lot easier.

Here’s a further way to make this more painless:

You won’t be writing a “SCRIPT” for the audio you’ll be recording, instead, we’re going to have you create an outline of bullet points that you will speak to.

Here’s why…

Many business owners have a tendency to “freeze up” when they sit down to write. As soon they start typing, a whirlwind of thoughts rain down – stuff like, “you need to write PROPER ENGLISH” and “don’t end a sentence with a preposition” and “there’s no such thing as a one word sentence” and on and on and on.

Plus there’s that nasty internal editor who rules your subconscious who hangs on every word, making it seem like NOTHING you write is any good.

This is not conducive to great writing. Or fast writing. Or both. (Writing fast is great writing btw…)

So what we instead want you to do is fill in the blanks in the different steps with bullet points that you can simply talk to when the recording starts. That’s all. You know your stuff. You know your customer. You know your story. Just tell it.

Then… after it’s recorded… go have it transcribed and put into hard-copy report form. Are you relieved? Good. Now let’s get started…

steps (2)

Step 1: Create the Opening

Introduce who you are, who this is for, and what to expect from the recording. You want to get them excited about listening / reading … reaffirm they made a great decision to grab this LGM. As you’ll see in each of these steps, we’ve included some boilerplate text you can use as a starting point AND places where you’ll enter your own specific information.

Hi there – my name is [NAME and TITLE] and welcome to:

[NAME OF LEAD GENERATION MAGNET]

Congratulations on making the wise decision to get this valuable information. This is presentation is for you if you:

[DESCRIBE WHO THIS IS FOR… E.G., MEN OVER 40 WONDERING WHETHER THEIR FAMILIES WOULD BE PROTECTED IF SOMETHING HAPPENED… ETC.]

During the next [X] minutes I’m going to share with exactly how to:

[CHALLENGE #1]

[CHALLENGE #2]

[CHALLENGE #3]

[AND SO ON…]

When we’re done, I promise you’ll [DESCRIBE THE TRANSFORMATION THEY’LL EXPERIENCE BY OVERCOMING THESE CHALLENGES].

Now make sure you have a pen and a pad of paper ready so you can take notes, because I’m going to be sharing with you lots of important tips and strategies and you don’t want to miss any of them. If you’re at your computer, you can take notes on your computer as well.

Let me warn though, if you’re at your computer, don’t surf the internet, don’t check your email, pay close attention because any one tip or strategy I’m going to share could [PROVIDE A BIG BENEFIT TO PROSPECT] and you absolutely don’t want to miss it.

Step 2: Address Skepticism Right Off the Bat

This is important. You need to establish your credibility right off the bat to reaffirm that they should spend the time listening. We live in a very skeptical age and the core question you need to address runs something like this:

“If this info was so good, and you’re so good, how come you’re giving it away for free?” That’s what you want to address and put to rest right away.

I think there are probably a lot of skeptical people listening now. I can understand that. You may be wondering why I’m revealing this information if it’s so good?

Well, it goes like this.

I realized that I’m a good XXXXXX and I’m an even better teacher. That’s where my passion really lies; it lies in teaching and in helping people. And I can’t possibly help all the people in the world that need help with [INSERT THE KEY CHALLENGES HERE].

In fact, I feel like I’m doing a huge disservice by NOT getting this information out there because when people go in and meet with [PROSPECT TYPE] and see them struggling with [CHALLENGES], that’s doing a disservice to the people who really need a lot of help.

So I just want to get all this information out there so I can make a positive impact on far more people than I could ever do 1-1 over and over again.

Step 3: Tell Your Story

Here’s where you continue to address skepticism by describing what’s in your background that qualifies you to be “the expert.” You don’t have to spend a long time on this, but it should be long enough so that people feel like they know you a bit at least.

Now if you don’t have a personal story, you can use a case study of someone else who’s gone through the same thing. But you MUST have a story!!! People love stories and you’ll get immediate attention if you have one!!!

The OUTLINE of your story goes like this:

  • Worked hard
  • Struggled
  • Almost quit
  • Discovered secret/Created system
  • Life changed dramatically for the better.

Here is where you tell the most emotional rendition of the problem you are trying to solve or the “desire” you are trying to fulfill. Talk about how your life was better when the problem was solved. Really lay on the benefits here. For example:

  • We just didn’t have enough referrals coming in from our existing customers.
  • We tried all sorts of things, but the results were always the same – pathetic.
  • Then we realized, it wasn’t asking, it was knowing WHO we ask and then using that info to structure HOW we ask. Referrals then went through the roof!

You don’t introduce any product yet…you’re just hitting the prospect with benefits and getting them to imagine would it would be like to have the problem solved!

I opened up to you about all this because I wanted you to know this is something I’m familiar with personally. Which is important because a lot of people out there, as you know, who teach but never have done. So we’re going to learn the real practical stuff, no theory here.

Okay, let’s talk about exactly what to do.

Step 4: Describe the Steps People Need to Do

Lay out the core elements of your solution, primarily telling folks WHAT to do, not HOW to do it. Give them real information organized by the key components of your program.

Okay, let’s get down to brass tacks now. I’m going to give you just a quick overview and then we’ll go ahead and break each part into detail.

[EXPLAIN THE 3-5 THINGS YOU NEED TO DO TO ACHIEVE SUCCESS – AND IT ALL REQUIRES A SYSTEM]

First of all you need….

[DESCRIBE THE FIRST THING THEY NEED TO DO]

[DESCRIBE THE NEXT THING THEY NEED TO DO]

[CONTINUE UNTIL THE FINAL STEP]

Finally, you’ll have the perfect system to [SOLVE THE PROBLEM], which I know for many other XXXXX and especially for me it was a really difficult thing to do…. But not any more since I have this system!

Step 5: End the Report with the Call to Action

Explain how your system addresses EVERYTHING you said people need to do in Section 4 and call them to action to buy now!

Now of course you’re probably saying to yourself – “that sounds great, but can I do this myself / will it work for me / what do I do next?”

Here’s what you need to do now:

[DESCRIBE EXACTLY WHAT YOU WANT THEM TO DO NEXT… MOST LIKELY, READ THE LETTER INCLUDED WITH THIS REPORT THAT DESCRIBES THE PERFECT SOLUTION… BUT IT COULD BE CALL, EMAIL, GO TO WEBSITE, WHATEVER.]

Step 6: Review Your Script / Outline

Review what you’ve drafted to make sure it has all the content necessary. Don’t worry about punctuation and grammar – you’re creating an outline that you’ll be speaking to and recording, NOT a final polished report.

Now would be a great time to do a read through / practice run – go through it, speaking aloud just as you would if you were laying this out to someone sitting across the table from you. In doing so, you will catch stuff you missed, overlooked, and also give you confidence that you can do this without a hitch. Make any corrections you think necessary and get ready to record.

Step 7: Record Your LGM

Now that you’ve done your dry run, it’s time to actually record the audio. Don’t worry – you don’t need a fancy studio setup or any of that. If you have a PC and a Microphone you can do this – for a very inexpensive solution to manage recordings go to http://www.audioacrobat.com and use their service for a month.

Here’s the exact process we’ve used over and again:

  1. Buy a Wired Headset Microphone, available at any Office Depot, Office Max, etc…Notice I said wired, not wireless.
  2. Sometimes you get interference when you use a wireless microphone. You CAN use the microphone built into your laptop (most do now) but the quality won’t be as good.
  3. Buy Sony Sound Forge Audio Studio or another type of software so you can record onto your computer. Or use Audio Acrobat as mentioned earlier. Or you can even get a great free audio editor at http://audacity.sourceforge.net/
  4. Hook your microphone into your computer. We didn’t want to leave that step out. We told you this was going to be step-by-step.
  5. Test and make sure you are recording. Don’t skip this step! You don’t want to record the entire audio and discover that you actually DIDN’T record the audio… that is not a pretty feeling.
  6. Eliminate as much as possible ALL external noise. Turn off the ringers on your phone. Turn the air conditioning off. Ask not to be disturbed. You don’t want to have to do a lot of editing. If there’s a little bit of noise on or you cough or something like that, don’t worry about it. Just keep going. People don’t care. They don’t care. They really don’t. But if the doorbell rings or the phone rings, then you’ve got to stop and go back and start from where you left off. Then you have to get it edited to make it sound decent.
  7. Stand or sit up straight and start recording. I stand up when I’m recording. Again – talk as if you are talking to your best friend sitting across the table from you. Remember, you’re not talking to a group; you’re talking to a single person. So picture your ideal client in your mind – that’s who you’re talking to. Don’t worry about minor mistakes. Again, if you stumble over a word, stutter a little bit or say the wrong word, nobody cares. Good enough is good enough!
  8. Save your Audio as an MP3 file to a location you can easily find it again.
  9. Create a label for your CD. Use a graphic designer for this and make it look nice. A great way to do this inexpensively is using a service like www.fiverr.com.
  10. Send the audio file to a fulfillment house to get duplicated on CD or upload the MP3 to your website. There are dozens if not hundreds of sites that provide this service, such as www.kunaki.com

Step 8: Get the Audio Transcribed and Create the Report

Now you’re going to produce the report that goes with the audio – this requires a few more steps, but the heavy lifting has already been done.

  1. Send the audio MP3 file to our preferred transcription vendor. They’ll turn it around pretty quickly and get you a WORD document version of your talk.
  2. Go through the transcribed report and edit for style and appearance. Your content may be good but if it looks like it’s difficult to read, people won’t read it. You want to use subheads, bold printing, underline key phrases, italicize certain words.
  3. Have someone else edit it. You’ve read it so many times that you think you’re reading the whole thing but you’re not. Let somebody else proofread it. Ask them to read it out loud. If all else fails, you read it out loud.
  4. Create a cover. Typically this will have the title, your picture and contact information. Again, use a graphic designer you know or a service like Fiverr for this. You’ll want this cover to match with the CD Label so there’s a consistent look.

Step 9: Put Everything Together

You’ve now got your Audio CD done AND your associated Report done. Congratulations! You are MILES ahead of everyone else in your market as you now have a KILLER Lead Generation Magnet package that uniquely positions you and sets you apart from everyone else!

Source: Dan Kennedy

How can you Optimize for Google’s Rankbrain?

Recently on Moz.com’s Whiteboard Friday Rand Fishkin discussed whether or not we should be optimizing for Google’s Rankbrain, and furthermore, is it even possible? His conclusion has some interesting implications for how we should be thinking about SEO.

Firstly, here’s what rank brain does.

Before Rankbrain, when you made a search query, Google would use the same algorithm for every type of query to decide what results to show. Today when you create a query it get’s interpreted through Rankbrain first, which looks at clues within the wording of the query and determines the query’s intent. This will help Google better understand what type of content it should answer with. Then Google uses this interpretation of your query to determine which ranking signals are most appropriate for serving you results.

How are ranking signals chosen?

(To use the example posed by Fishkin) if someone searches for a TV show, then Rankbrain will use patterns it has learned from similar search queries in the past to determine which ranking signals are most important. So for the TV show example, you can expect that ranking signals such as keyword matching, link diversity, and anchor text won’t be terribly important, as they don’t hold much weight in this type of search; however, Signals like freshness will be much more important, because the searcher probably wants to see up to date content concerning their show; content that was posted a year ago would be well out of date by this point. Engagement would be another strong signal here because this is the type of content that will require a lot of engagement; therefore, Google will pull from past search results where people engaged heavily in the content. On the flip side if somebody is searching to find a quick answer to a question, engagement would not be an important signal, and would be assigned much less weight by Rankbrain.

How does this change SEO?

What this means for the SEO minded is that you can determine based on what you do and what type of content you offer, which signals are not very important, and which are most appropriate for you to optimize. Gone are the days where you have to match your keywords to query intent, instead thanks to Rankbrain’s machine learning your domain will earn a reputation for certain ranking signals, and that’s where you should re-direct your efforts.


Source: Paid Search

Insider Trial of Competitive Intelligence Software [Intellistar]

Milestone has developed Intellistar, a digital and competitive intelligence management software, to enable businesses to monitor their holistic digital performance. In one tool, businesses are able to view their website performance, paid, social, site speed, content and more in comparison to their competitors. The simple interface and on-demand competitive reporting makes it possible to review campaigns and pivot strategies when needed seamlessly. No time is wasted wondering about your performance and pulling reports from various sources.

Milestone is releasing a complimentary Intellistar trial to promotion clients (Standard, Classic, Premium) until the end of the year. Take this opportunity to test your performance and gain competitive insights. Reach out to your account manager today!

Intellistar Software


Source: Paid Search

Test 2

Your Complete Step-By-Step Formula To Create An Awesome Lead Generation Magnet

Last week we took a look at crafting a killer offer for your business. This week we’ll be working on getting eyes on that offer, using a Lead Generation Magnet. So let’s jump right in and talk about…

…The Purposes of Your Lead Generation Magnet (LGM)
Here’s a quick list of the reasons that make having a LGM so valuable:

It attracts response from exactly the right prospects
It boosts the response to all of your advertising
It gets prospects to willingly give you complete contact information when they respond to ads, mail, visit websites, etc.
When it arrives, it immediately sets you and your business apart by looks alone.
With a catchy, benefit-oriented title, it heightens interest in what you have to say.
It positions you as an EXPERT, not just another salesman hawking a product.
It creates the opportunity for you to sell in a vacuum – where the sole focus is on ONLY the information you provide.
It can establish credibility with supporting evidence, testimonials, and useful information.
It sets the “buying criteria” in the mind of the prospect… and points to YOU as being the very best possible alternative.
It sets up the NEXT step in the marketing process by explicitly telling the prospect the action they need to take next.

Different Types Of Lead Generation Magnets

You’ve got a lot of options when it comes to creating an LGM. Here’s just a few:

CD
Free report (Hard copy sent through the mail.)
Free report (Downloadable PDF)
Series of online videos
Downloadable MP3
DVD
A book
An e-book
A teleseminar
A webinar
A seminar
Combination of the above

What to Put Into Your Lead Generation Magnet
First off, Give your prospects something of not only real value, but of extreme value. Something they look at and say, “Oh my gosh, I would have bought this!” Something that they look at and say, “If he’s giving away this information for free, can you imagine what is in his course?”

This is an old saying in selling called ABS: Always Be Selling.

I want you to change that mantra to: Yes, always be selling, but also always be giving value—always give real value.

When you do that it has a viral effect. You get something of great value, and you tell your friend about it. You go, “Hey, you have to go to this guy’s website. You won’t believe what he’s doing over here— what he’s giving away.”

Also, the prospect trusts you because what are they thinking? They’re thinking “this information is going to be garbage. I am not going to get anything of real value.” Then, when you actually get something of real value, you are blown away. Then they feel good about you, and they trust you, and they like you. And people who trust you and like you tend to buy more from you.

So make sure that you include useful and interesting information that does offer solutions to the key problems you’ve identified exist for the prospect. By doing so you position yourself as an expert with credibility in the areas the prospect is most interested in.

The primary transformation you can enable in the life of the prospect – all due to the expertise, experience, and specific product/program/service you offer.
Your story – what you’ve gone through that makes YOU uniquely qualified to create this LGM and the struggles you overcame to finally achieve the solution you needed.
A specific call-to-action as to what you want the prospect to do next, now that they’ve gone through and reviewed the material you’ve provided.

Okay, now it’s time to lay the foundation for what you’ll put in your LGM.

Step 1: Know Your Outcome

When you create your LGM you should have one specific action that you want the prospect to take in mind. That is the outcome you want to achieve.

There are many goals you could have that you want them to do:

Give your office a call to set up an appointment.
Fill out a questionnaire and then have them fax that to you.
Go to a website to make a purchase.
Fill out and return a print order form.

But the bottom line is that you need define exactly what ONE action you want them to take. A confused prospect will never take positive action. You must be clear in your own mind as to what you want them to do before putting down anything into your LGM script.

So first, decide what you want them to do. In most cases, it will be to read the Sales Letter included with the LGM…

Step 2: Write Out YOUR Story

A critical, key element in building this relationship between yourself and your prospects is your story.

Having a great story that touches both the hearts and minds of your prospects is critical.

Sure, you can try to sell programs and services to people you don’t relate to and who don’t relate to you. But that is a guaranteed road to pain and frustration. Instead, you want to take people by the hand with whom you already share very much the same joys, fears, frustrations, and dreams.

Back when Dave Dee was selling programs to magicians, he used his story over and over again to build this relationship. He knew the challenges that other magicians faced because he experienced those exact challenges himself.

You have a story to tell too. And you need to put your story down on paper in a simple, direct, and emotionally compelling way. The key here with your core story, although you’re telling it about yourself, it must completely relate to what’s going on in the life of the listener.

You are one of them. The prospect must see or hear the story and says to themself, “I got it, that’s me!”

That’s what makes this successful.

Your Story Must Include…

Here are some of the core elements that your story must include:

Some pain, because if there’s pain involved so much the better. The pain of losing clients. Struggling with bills and debt. Working at a job you despised. Pile on the pain.
Frustrating effort spent wasting time and money on stuff that didn’t work. Hammer home how tough it was and how much garbage you had to go through in your quest for success.
A Eureka moment where you finally “got” what it takes to success. Only after huge investments of money, time, energy, pain, failures, etc. did you FINALLY uncover the real systems for success.
A complete transformation to you. After applying what you finally discovered after painful trial and error, you’re now reaping the rewards and doing exactly what you wanted in a way that’s personally and professionally fulfilling.

Step 3: Choose 3-5 Important Challenges Facing Your Prospect

This is where you come up with teaching points you’ll cover in the LGM. As part of your research into your ideal customer you went through problems kept them awake at night, caused them pain, frustrated them daily… that kind of thing.

Get into their heads and come up with 3-5 problems that you can promise to solve with the information in your LGM.

Step 4: Provide 3-5 Solutions to Those Challenges
Now you need to nail down your solutions to these problems. And what you write here should perform multiple purposes:

Actually provide a bit of value to them in solving their problem.
Set the “Buying Criteria” in your favor… so when they see the sales letter, it’s clear that you are the one and only logical choice to makep in getting these problems solved!
Point to specific features / benefits in your WIDGET that match up perfectly to solve these Challenges.

Step 5: Create a Killer Title for Your Lead Gen Magnet
The biggest secret to making your LGM as powerful as possible is to give it an appealing, benefit- oriented title and subtitle that makes a BIG Promise. For ideas look at the top selling books on the NY Times or USA Today best-seller lists… or go to Amazon and see what’s hot there.

For example, one free report Dan Kennedy created for his services was entitled: “How to Solve All Your Advertising, Marketing and Sales Problems – Once and For All!” Way better than simply saying, “Get my free report on marketing.”

The example LGM we provide with this program – from our extremely successful “Copy Confidential” marketing campaign – is a free report entitled: “The 7 Key Questions Every Copywriter You Hire MUST Be Able to Answer To Write Killer Direct Response Copy and Create Marketing Campaigns That Will Outsell The Pants Off Your Competition!”

So having a powerful, attention-grabbing title is critical. You’ll want to think up at least 7 different options for a KILLER title. Let them sit a day or so. Then nail down which one you think best.

If you’ve followed the above steps you should have laid the foundation for a really effective Lead Generation Magnet. Next week we’ll be continuing on this topic with some more detail on creating your magnet itself.

Source: Dan Kennedy

Your Complete Step-By-Step Formula To Create An Awesome Lead Generation Magnet

offer-entryimage2

Last week we took a look at crafting a killer offer for your business. This week we’ll be working on getting eyes on that offer, using a Lead Generation Magnet. So let’s jump right in and talk about…

…The Purposes of Your Lead Generation Magnet (LGM)

Here’s a quick list of the reasons that make having a LGM so valuable:

  • It attracts response from exactly the right prospects
  • It boosts the response to all of your advertising
  • It gets prospects to willingly give you complete contact information when they respond to ads, mail, visit websites, etc.
  • When it arrives, it immediately sets you and your business apart by looks alone.
  • With a catchy, benefit-oriented title, it heightens interest in what you have to say.
  • It positions you as an EXPERT, not just another salesman hawking a product.
  • It creates the opportunity for you to sell in a vacuum – where the sole focus is on ONLY the information you provide.
  • It can establish credibility with supporting evidence, testimonials, and useful information.
  • It sets the “buying criteria” in the mind of the prospect… and points to YOU as being the very best possible alternative.
  • It sets up the NEXT step in the marketing process by explicitly telling the prospect the action they need to take next.

Different Types Of Lead Generation Magnets

You’ve got a lot of options when it comes to creating an LGM. Here’s just a few:

  • CD
  • Free report (Hard copy sent through the mail.)
  • Free report (Downloadable PDF)
  • Series of online videos
  • Downloadable MP3
  • DVD
  • A book
  • An e-book
  • A teleseminar
  • A webinar
  • A seminar
  • Combination of the above

What to Put Into Your Lead Generation Magnet

First off, Give your prospects something of not only real value, but of extreme value. Something they look at and say, “Oh my gosh, I would have bought this!” Something that they look at and say, “If he’s giving away this information for free, can you imagine what is in his course?”

This is an old saying in selling called ABS: Always Be Selling.

I want you to change that mantra to: Yes, always be selling, but also always be giving value—always give real value.

When you do that it has a viral effect. You get something of great value, and you tell your friend about it. You go, “Hey, you have to go to this guy’s website. You won’t believe what he’s doing over here— what he’s giving away.”

Also, the prospect trusts you because what are they thinking? They’re thinking “this information is going to be garbage. I am not going to get anything of real value.” Then, when you actually get something of real value, you are blown away. Then they feel good about you, and they trust you, and they like you. And people who trust you and like you tend to buy more from you.

So make sure that you include useful and interesting information that does offer solutions to the key problems you’ve identified exist for the prospect. By doing so you position yourself as an expert with credibility in the areas the prospect is most interested in.

  • The primary transformation you can enable in the life of the prospect – all due to the expertise, experience, and specific product/program/service you offer.
  • Your story – what you’ve gone through that makes YOU uniquely qualified to create this LGM and the struggles you overcame to finally achieve the solution you needed.
  • A specific call-to-action as to what you want the prospect to do next, now that they’ve gone through and reviewed the material you’ve provided.

Okay, now it’s time to lay the foundation for what you’ll put in your LGM.

Step 1: Know Your OutcomeLGM-steps

When you create your LGM you should have one specific action that you want the prospect to take in mind. That is the outcome you want to achieve.

There are many goals you could have that you want them to do:

  • Give your office a call to set up an appointment.
  • Fill out a questionnaire and then have them fax that to you.
  • Go to a website to make a purchase.
  • Fill out and return a print order form.

But the bottom line is that you need define exactly what ONE action you want them to take. A confused prospect will never take positive action. You must be clear in your own mind as to what you want them to do before putting down anything into your LGM script.

So first, decide what you want them to do. In most cases, it will be to read the Sales Letter included with the LGM…

Step 2: Write Out YOUR Story

A critical, key element in building this relationship between yourself and your prospects is your story.

Having a great story that touches both the hearts and minds of your prospects is critical.

Sure, you can try to sell programs and services to people you don’t relate to and who don’t relate to you. But that is a guaranteed road to pain and frustration. Instead, you want to take people by the hand with whom you already share very much the same joys, fears, frustrations, and dreams.

Back when Dave Dee was selling programs to magicians, he used his story over and over again to build this relationship. He knew the challenges that other magicians faced because he experienced those exact challenges himself.

You have a story to tell too. And you need to put your story down on paper in a simple, direct, and emotionally compelling way. The key here with your core story, although you’re telling it about yourself, it must completely relate to what’s going on in the life of the listener.

You are one of them. The prospect must see or hear the story and says to themself, “I got it, that’s me!”

That’s what makes this successful.

Your Story Must Include…

Here are some of the core elements that your story must include:

  • Some pain, because if there’s pain involved so much the better. The pain of losing clients. Struggling with bills and debt. Working at a job you despised. Pile on the pain.
  • Frustrating effort spent wasting time and money on stuff that didn’t work. Hammer home how tough it was and how much garbage you had to go through in your quest for success.
  • A Eureka moment where you finally “got” what it takes to success. Only after huge investments of money, time, energy, pain, failures, etc. did you FINALLY uncover the real systems for success.
  • A complete transformation to you. After applying what you finally discovered after painful trial and error, you’re now reaping the rewards and doing exactly what you wanted in a way that’s personally and professionally fulfilling.

Step 3: Choose 3-5 Important Challenges Facing Your Prospect

This is where you come up with teaching points you’ll cover in the LGM. As part of your research into your ideal customer you went through problems kept them awake at night, caused them pain, frustrated them daily… that kind of thing.

Get into their heads and come up with 3-5 problems that you can promise to solve with the information in your LGM.

Step 4: Provide 3-5 Solutions to Those Challenges

Now you need to nail down your solutions to these problems. And what you write here should perform multiple purposes:

  1. Actually provide a bit of value to them in solving their problem.
  2. Set the “Buying Criteria” in your favor… so when they see the sales letter, it’s clear that you are the one and only logical choice to make in getting these problems solved!
  3. Point to specific features / benefits in your WIDGET that match up perfectly to solve these Challenges.

Step 5: Create a Killer Title for Your Lead Gen Magnet

The biggest secret to making your LGM as powerful as possible is to give it an appealing, benefit- oriented title and subtitle that makes a BIG Promise. For ideas look at the top selling books on the NY Times or USA Today best-seller lists… or go to Amazon and see what’s hot there.

For example, one free report Dan Kennedy created for his services was entitled: How to Solve All Your Advertising, Marketing and Sales Problems – Once and For All!” Way better than simply saying, “Get my free report on marketing.”

The example LGM we provide with this program – from our extremely successful “Copy Confidential” marketing campaign – is a free report entitled: “The 7 Key Questions Every Copywriter You Hire MUST Be Able to Answer To Write Killer Direct Response Copy and Create Marketing Campaigns That Will Outsell The Pants Off Your Competition!

So having a powerful, attention-grabbing title is critical. You’ll want to think up at least 7 different options for a KILLER title. Let them sit a day or so. Then nail down which one you think best.

If you’ve followed the above steps you should have laid the foundation for a really effective Lead Generation Magnet. Next week we’ll be continuing on this topic with some more detail on creating your magnet itself.

Source: Dan Kennedy

FX Console V1.0.1 New Enhancements and Fixes!

Our new workflow enhancement plug-in has been updated with many bug fixes and a few new enhancements!

In V1, you could:

  • Access FX & Presets quickly
  • Create FX Shortcuts
  • Create FX Overrides
  • Export Snapshot with PNG
  • Automatic Snapshot Tool & Gallery
  • + MORE!

In V1.0.1 we added even more!

  • Custom Shortcut Key
  • Import + Export Settings file
  • Tab to Presets in search results
  • Over a dozen bug fixes!

After Effects Requirements:
Adobe After Effects CC and above (Including CC2014 Sorry no CS6)

DOWNLOAD FX Console V1.0.1 PLUG-IN: For After Effects!

Gummy Demon #Element3D #AfterEffects

A video posted by Video Copilot (@andrewkramer) on Oct 31, 2016 at 3:03am PDT

View Changelog

CHANGELOG: FX Console v1.0.1
Nov 01, 2016
  • Added – A new feature to allow users to choose a custom shortcut to open the main popup (look in the preferences window)
  • Added – Export/Import preferences
  • Updaed – The TAB key now jumps between effects and presets in the search results.
  • Fixed – The delete button in the gallery and also the delete key opening the confirmation dialog even if there was no image selected
  • Fixed – Installer crash when installing in windows for the first time (when creating the dir: ProgramData/VideoCopilot)
  • Fixed – VideoCopilot directory not created in OSX causing the settings not to be saved
  • Fixed – Main popup was hidden behind other panels for some people
  • Fixed – Crash when double clicking the bar that separates the thumbnails from the preview in the gallery
  • Fixed – Crash in AE CC when running the script (only crashed the very first version of AE CC)
  • Fixed – Support for multiple monitors
  • Fixed – In windows, the main popup wouldn’t show if the main AE window wasn’t selected (happened if the user had floating panels selected)
  • Fixed – Crash when opening settings and gallery in OSX with multiple monitors
  • Fixed – Crash in windows with AE installed with languages with accents, like Portuguese, Deutsch or French
  • Fixed – Invalid text showing on the Mac if AE installed with a different locale than US
  • Fixed – Invalid AE installation options showing in the installer (belonging to other SO / Partition), fixed only for versions starting with CC 2015, older ones may still show.
  • Fixed – Error code 120

Source: Video Copilot

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