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The
aim of a sales page on a website is to give your customers
only two options; buy your product or leave your website.
Why let them leave without giving yourself another chance
to sell to them? You don't have to... You can set up a
system which will give you many opportunities to sell
your product or service to each single visitor to your
sales page.
The
secret is to use what is known as an autoresponder which
is an email utility you can use to save the contact details
of your visitors and then to send them emails at set intervals.
To
make use of an autoresponder you can either use the services
of a third party supplier or you can purchase and install
a script onto your website. To begin with it's a lot easier
to use a third party autoresponder.
Irrespective
of whether you use a third party service or your own script,
you will have to use a form to capture your visitors contact
details. This form can be built into any HTML web page
be it your sales page, or a page designed specifically
for use as a popup.
The
underlying concept behind the use of autoresponders is
that people rarely buy on their first visit to a website.
Research has shown that most people need repeated contact
with an advertising message before they respond to it
and purchase the product or service.
Autoresponders
were designed for just this. You can load a series of
advertising messages into your autoresponder and adjust
it to send the messages at set intervals. That said, people
react badly to advertising; in fact most people just plain
ignore advertisements.
To
get round this, you have to design your email series so
that it is not perceived to be advertising. A good way
to do this is to design your email series to include plenty
of useful information; give your subscribers some good
quality free information in each email and weave your
advertisement into it.
For
example, let's assume you are selling an e-book titled
"101 Dieting Tips". You could create a series
of 7 emails, each containing a single dieting tip. At
the end of each email you could inform the reader of your
e-book containing 101 tips and include a link to your
sales page.
The
bottom line is the content you include in your email series
must be of very high quality; after all you are going
to ask for somebody's contact details in exchange for
it.
Bear
in mind nobody is going to sign up for your email series
just you write it, or you include good content. In truth
visitors to your website aren't interested in you, they
are interested in themselves. They have a problem they
are trying to solve, and that's why they ended up on your
website; they thought they could find a solution there.
Another
point worth considering is you are a relative unknown
to the person visiting your website; they don't know you
or trust you. It's because of this distrust that many
people won't buy your product or service on their first
visit. If you can get them to subscribe, your email series
should build up their trust to the point where they will
buy your product or service.
First
you have to get them to subscribe, and you do this by
advertising you are giving away "free" tips
which will help solve their problem. Your opt-in form
must be prominently displayed on your sales page, build
it into the content. You should also design a popup form
that displays your opt-in form either when people first
get to your site, or when they leave.
Finally,
a properly designed opt-in form which causes many of your
website visitors to subscribe to your information series
will incorporate these three design tips:
1)
Use a heading, in a larger font and of a different color
to the rest of the form, which includes a major benefit.
In other words, in as few words as possible, explain the
biggest benefit your visitor will receive from subscribing
to your information series.
2)
In as few words as possible explain two or three additional
benefits your reader will receive from subscribing to
your opt-in list. A list of bullet points is the best
way to do this.
3)
Your primary objective is to get your visitor to join
your opt-in list, so ask them to subscribe. Get into the
conversation going on inside their mind, use words like
"Yes! Send Me the Tips Now!" on the submit button
of your form.
About
the author
Email Autoresponder System Has Finally Evolved! Introducing...
Direct2Client - Deliver Non-Email Messages Straight to
Your Clients' Desktops! Go To: http://www.thedirect2client.com
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