Have you heard people say that long sales letters don’t work? Some people claim they’d never read one. It’s always interesting when people say that.
What’s the right answer? The right answer is we’ll read things we’re interested in - a book or a sales letter. You might not watch a video if it’s boring, but if someone has your attention and you’re riveted, you’re going to watch it. You won’t watch a TV show you aren’t interested in. If you aren’t a sports fan, you’re not going to sit down on a Saturday and watch sports . Does that mean nobody’s interested in sports anymore? It doesn’t mean that at all. It just means that certain people are interested in sports and others aren’t.
The key is to know your audience. You need to know what they want and how they want to buy from you. The way we buy is the way we buy. People who buy from you online will probably buy from you again online. People who buy from you live when you’re speaking from the platform will probably buy from you again that way. You’ll have to get these people to a live event in order to get them to buy from you again.
You have to know your clients and you give people options based on who your clients are. Some of your clients want long form sales letters. Some of your clients want video. Each of them wants different things. Give people many options so they can consume the information you want them to have the way they want to consume it. Some people will watch a short video online but won’t sit for 15-20 minutes to watch a video.
Give people options – as many as you possibly can.
Think about who your niche is and who you’re talking to. For example, if you are talking to women, you might approach things different than if you were talking to men. Women’s market responses are different from men.
It’s about being really specific and talking directly to your ideal client. You also have people that aren’t necessarily your ideal client, who do business with you. Apparently, they like how you’re doing things because they’ve already invested with you and spent money with you.
Look at how many ways you can give information. If you’re going to do a sales page, which still work, put a video up as well as a long form sales page. Give people, who want to read, the ability to do that. Same thing is true of testimonials and case histories. Some can be written, some can be audio and others can be video. This way people can skim and get what they want out of the testimonials. You get the benefit of having them there no matter how they choose to consume the information
Diane Conklin is an internationally known author, entrepreneur, coach, consultant, event planner, speaker and copywriter. Diane is a direct response marketing expert who specializes in showing small business owners how to integrate their online and offline marketing strategies, media and methods, to get maximum results from their marketing dollars.
As a marketing and business strategist, Diane shows entrepreneurs and small business owners how to outperform their competition by measuring their marketing, and strategically use multi-media campaigns to stand alone in their marketplace as the go-to provider for their products and services.
She is the founder of Complete Marketing Systems and for more than 14 years has been showing small business owners how to start, build and grow businesses where they take knowledge they already possess and turn it into passive, ongoing, leveraged profits.
Diane has been involved in numerous campaigns grossing over $1,000,000.00 in sales several times in her career.
Diane has proprietary home study systems, coaching programs, masterminds, and provides done-for-you services in the areas of Social Media, Information Marketing, Direct Response Marketing, Direct Mail, and Event Marketing, Planning and Management.
As a speaker, Diane has shared the stage with the likes of Joan Rivers, George Foreman, Dan Kennedy, Bill Glazer, Harry Dent, Barbara Corcoran, James Malinchak, Peggy McColl, Marie Forleo and many others.
Diane was voted Marketer of the Year for her innovative marketing strategies and campaigns.