A Landing Page is Not an Order Page (and why it matters)

Written by Leon Altman

Continued from page 1

And in all cases,repparttar landing page must be consistent withrepparttar 147607 marketing piece. Ifrepparttar 147608 prospect is suddenly confronted with a landing page that seems different or just doesnít seem to connect withrepparttar 147609 piece they came from, a number of unfortunate things happen. There is a credibility gap. The prospect senses this is different and becomes on guard. And you loserepparttar 147610 momentum ofrepparttar 147611 sell, where one benefit leads to another untilrepparttar 147612 close.

Letís say youíve determinedrepparttar 147613 length ofrepparttar 147614 sell copy onrepparttar 147615 landing page. At this point, there is a crucial decision to be made. Afterrepparttar 147616 sell, do you putrepparttar 147617 order form or signup form onrepparttar 147618 same page or have prospects click to go to another page to fill outrepparttar 147619 form?

There are two opposing prospect tendencies to deal with. The more clicks a prospect needs to go through to get torepparttar 147620 order or signup,repparttar 147621 more likelyrepparttar 147622 prospect will not continue. Onrepparttar 147623 other hand, make prospects do too much scrolling and youíll lose a certain percentage of them. In addition, if there is too much copy and graphics on a page, there isrepparttar 147624 danger thatrepparttar 147625 page looks too cluttered and intimidating.

There is no cookie-cutter solution. Generally, it is preferable to haverepparttar 147626 order form onrepparttar 147627 same page asrepparttar 147628 preceding sell copy; that is, onrepparttar 147629 landing page. Having said that, there are numerous cases when having prospects click to go to a separate order page is better.

So you see, a landing page is an important, yet flexible, stage inrepparttar 147630 selling process. Always keep in mindrepparttar 147631 marketing piecerepparttar 147632 prospect came from and develop your landing page accordingly.

With 25 years of experience, Leon focuses on helping marketers get more out of their investment in marketing. To inquire about his services, write leon@altmancommunications.com . To sign up for his Free Marketers FYI newsletter, visit his site at www.InvestingIN.com/marketing

How to Connect Features and Values

Written by Robert F. Abbott

Continued from page 1

As we've all been told many times, features aren't important in themselves, rather they're important forrepparttar benefits they confer. Yet, benefits tend to dead-end, that is, there's a tendency to stop analyzing once we've identified them.

Thinking of consequences, rather than benefits, helps extend our analyses to another level, to values. Admittedly, this may be as much about semantics as substance, but nevertheless it matters.

From another perspective, consequences help us move fromrepparttar 147561 concrete torepparttar 147562 abstract. We can touch or experience features directly; that takes no imagination. Values, onrepparttar 147563 other hand, are all inrepparttar 147564 mind; they can't be touched or experienced inrepparttar 147565 same way.

For example, wash your hair with this shampoo, which contains ingredient X-15 (a feature) and you'll feel more confident (a consequence) when you go out for an evening, and a feeling of confidence helps you enjoy social occasions (a value satisfier, and ultimate result).

You've no doubt seen this strategy used in shampoo commercials and display ads. Which makes sense, because most of us don't value nice hair for its own sake; we value it for social reasons.

In summary, understandingrepparttar 147566 connection between features and values, through consequences, helps make our communication more effective.

Robert F. Abbott writes and publishes Abbott's Communication Letter. Learn how you can use communication to help achieve your goals, by reading articles or subscribing to this ad-supported newsletter. An excellent resource for leaders and managers, at: http://www.communication-newsletter.com

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