Ever come across the terms landing pages or squeeze pages? Interesting phrase, don't you think? So let's shed some light on this - what are landing pages for lead generation? How can you create an awesome landing page to get more people on your email list? What should and shouldn't go on there? 

Let's find out! 

SOME EPISODE HIGHLIGHTS: 

(0:23) Grab our amazing resource Click Tricks totally for FREE!

(5:10) Do you really need a landing page to collect leads?

(7:59) Why offer a lead magnet on your landing page?

(12:31) Why do you need to put so much effort into something free?

(13:53) Don't call it a FREE anything!

(17:15) What should you include on your landing page for lead generation?

(22:05) Tell them they're joining your email list!

(24:52) Add social proof.

(26:54) Time to start sending out email campaigns.

(28:53) Subject line of the week.

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Do you really need a landing page to collect leads? 

The short answer is yes. But first, let's go over what landing pages do. To us, landing pages are lead-generation tools that help business owners and email marketers capture email addresses. 

Some people talk about sales pages as landing pages, but we find that super confusing (and our students do too!) Let's think about this for a second - your sales pages are what you're sending people links to in your emails. And if you're emailing people, you already have their email address! 

So for the sake of clarity, what we're talking about here are opt-in pages, where the only thing someone can do is to put their details into a form to either register for something or grab a thing for free.

The reason why you want to collect someone's email address can be wide and varied - it could be a free class, a webinar, a master class, a report, or a lead magnet. Ultimately, a landing page is a lead-generation tool.

So you do need one.

Because otherwise, how are you going to collect email addresses? 

Why offer a lead magnet on your landing page? 

If someone comes into your world, you want to get them on your email list, right? And that’s what lead magnets are for. You give them to people at the start of their journey with you. Once they’re on your list, if you create new lead magnets, you don’t need to send them to your existing subscribers.

The only exception is if you’re doing a product launch and want to create a waiting list by asking your existing subscribers to qualify their interest for that product in advance. You're essentially asking them to raise their hands. This is useful for segmentation, or if you’re having a slight change of direction and want people to pre-qualify for something.

For example, we could use a PDF or Google Doc to help us pre-qualify some of our existing subscribers for our Accelerator programme, which is a higher-ticket, more intensive, high-calibre programme. We could create a document that outlines what’s involved in the programme, and ask people to tell us they're interested so we can inform them when the doors open again. That particular lead magnet would serve a marketing collateral purpose. But we wouldn't it to our whole list. 

Lead generation pages are also useful to send people to a specific location. If you're doing a talk or a podcast interview, you don’t want to send people to your website. Because that’s full of information that will get them distracted. Instead, you send them to a landing page where all they can do is give you their email address.

Why do you need to put so much effort into something free?

Creating a lead magnet (and an opt-in page to go with it) is a lot of work. But you do need to put that work in because you want your lead magnet to appear valuable. You want to convince people that it can do something for them.  

Let's not forget that an email address is a form of currency! You may be giving something away 'for free' (i.e. no money is exchanged), but people's email address does have a value attached to them. You're asking for something precious in the form of personal data. It’s a way for you to communicate directly with that person.

More often than not, people read their emails on their phones, so you practically get access to that! And that's valuable, especially as you might also start sending them emails every day from now on. And they don’t know you yet - they don't know they can trust you. Believe it or not, there are people out there who make it very hard for subscribers to leave their lists. And that’s not the way to do email marketing, but it happens. 

Don't call it a FREE anything! 

A tip we’d like to share when it comes to creating the copy for your lead magnet is to never call it a “free” PDF, workbook, eBook, or whatever it might be. Instead, say something along the lines of “Get your totally free copy”. It’s a slight shift, and it makes a difference because the implication is that you created something of value, which is not free, but you’re giving it to people for free. This is an important distinction from a copywriting perspective – it makes people want your lead magnet more. 

Even with our resource, Click Tricks, we don't tend to say it's free. Instead, we say we're giving it to people for free. And that implies that it has high value. If you can, it’d be great for you to sell the same thing elsewhere and give people proof that you're selling it for money. 

What should you include on your landing page for lead generation? 

First of all, let's mention something you shouldn't do. Don't put your massive company logo at the top of the page. Because when it comes to opt-in pages, the message is more important. So if you want your logo on the page, have it on top but just a bit smaller. You want the thing that grabs people’s attention to be the headline – the promise that your lead magnet is going to deliver. When you design your page, don't add too many things that compete for your audience's attention. Focus on one thing and make it the most prominent - the biggest and boldest.

Then, make what people are getting with your lead magnet super clear. What is it exactly? You can talk about the benefits but also the medium. Is it a PDF? Is it an instant download? Or a series of videos? Be as specific as you can be about what you’re giving them. Specificity and proof are super important. So you’ll want to say it’s a “26-page instant download”, for example, or a “12 minute and 32 seconds video training”. Build a true picture of the thing you’re going to give them so people can decide if it’s for them.

Also, another objection people have to downloading something (and giving you their email address) may have to do with its quality. Especially if it’s a free thing, is it going to be good enough? Tell them how long it’s going to take for them to see results after using your resource. For example, we have a product called Batch It Crazy, which is a batching method for writing lots of emails. And we promise that by the end of 90 minutes, you’ll have 365 ideas for your emails. So make sure you tell people what outcome you can promise them and be specific about what it can do for them.

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Tell them they're joining your email list! 

A very important thing to do from the very beginning of your relationship with your subscribers is to set up the belief that they’re joining a newsletter. Be honest with people and let them know you’re giving them something for free in exchange for their email address to join your newsletter.

So either say something along the lines of: “Join my newsletter and get a free copy of my thing” or “Get a free copy of my thing when you join my newsletter”. And then have some copy or a sub-heading above the opt-in box that tells people that when they give you their email address, they'll start receiving a daily hint, tip, story idea, or piece of information to help with whatever you do.

Why do this? Because the days of tricking people onto your email list are long gone! If you’re clinging to that because you’re worried that people won’t want to join your newsletter, you need to have more belief in what you offer. People always have the choice to unsubscribe if they no longer want what you send out, so be upfront. They're joining your email list - make that clear and transparent.

And if you get fewer people opting in as a result, be sure that the ones who do join will be higher-quality subscribers. You’ll have an easier time not having to filter them out of your list later on because they don’t engage and clog your deliverability. Just make it obvious on the page that they’re going to be added to your email list and sell them the benefit of joining – tell them how you’re going to be solving their problem even faster.

Even with the design of your landing page, don’t hide anything. Make it bright and visible – do whatever you need to do to draw everyone’s eyes onto the button. 

Add social proof

Below the fold, you can also add social proof. Do you have testimonials? Help people decide if they want your lead magnet by showing them what others think about it. This builds on the belief that your lead magnet is a good thing, and people are getting value from it.

You could even use one of the tools in our Automate Hero suite (Scarcity Hero) to tell your audience they’re joining X amount of other people who have also subscribed to your newsletter. So when people land on your opt-in page, they can see how many other people have also downloaded your lead magnet.

And if you're worried that that number may be small, it doesn't matter. People will see and interpret numbers in different ways. Even if you have a small list or you’re just starting, people might view a small number as a sign they're getting more personalised attention or something unique. They’re joining a rather intimate group of people where they’re perhaps not just a number. And to them, that's a great thing!

Time to start sending out email campaigns

So what do you do next? Once people have opted in, you can offer them what's often referred to as a tripwire offer. If you're already inside our membership The League, you'll know we have an email sequence called the Encore campaign, which uses reverse psychology because it involves not selling things straightaway and foreshadowing the sale.

One last thing to remember is to only ask people for the information you need to be able to send them your lead magnet. For example, if you’re sending a digital download, don’t ask for their physical address. If you don’t need it, don’t ask for their phone number or gender. There needs to be a good reason for the information you request in the opt-in form. Make it congruent and ask for as little information as possible.  

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Subject line of the week

This week’s subject line is “Quick. Hide the sweets” and is about Rob’s hatred for Halloween and children who go around trick or treating asking for sweets. Rob just can’t be bothered with it – he’s the bah-humbug! of Halloween. And that was the story in the email that inspired the subject line. So check it out!

Useful Episode Resources

Related episodes

Cold Email Outreach – Is The Technique Sleazy or Super Effective?

Fix Your Traffic Problem For Good, With Todd Brown.

How To Create THE Most Successful Re-Engagement Email Campaign (And Smash Your Sales Targets).

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If you want to write better emails, come up with better content, and move your readers to click and buy, here's how. We put together this list of our Top 10 most highly recommended books that will improve all areas of your email marketing (including some underground treasures that we happened upon, which have been game-changing for us). Grab your FREE list here. 

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Try ResponseSuite for $1

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Join The League Membership

Not sick of us yet? Every day we hang out in our amazing community of Email Marketing Heroes. We share all of our training and campaigns and a whole bunch of other stuff. If you're looking to learn how to use psychology-driven marketing to level up your email campaigns, come and check out The League Membership. It's the number one place to hang out and grow your email marketing. Best news yet? You can apply everything we talk about in this show.

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Unknown 0:41

Hey, it's Rob. I'm Kennedy

Unknown 0:43

hello today on the Email Marketing Show we're talking about landing pages for lead generation.

Unknown 0:48

I was reminds me of that song, feel the field, lead

Unknown 0:51

generation

Unknown 0:52

one that one that's what I always think about whenever anyone says the word lead generation that's what happens inside my head just you know switched off and the rest of the conversation just to sing that song. Before we get into this episode, something we'd love to give you totally for free because we're nice chaps and we want your email address. So it's a free report called click tricks. One of the most important things when it comes to all areas of email marketing is getting more people to click on the links in your emails, because if they don't click on the links in your emails, they can't look at the pages when you start when you sell them stuff in the campfire. So we put together this really cool report. It's one of my favourite things with grid. It's called click tricks. It's basically got 12 really creative ways to get more clicks from every email that you send. All you can do to grab it, it's just going to email marketing heroes.com forward slash tricks, join our email list so that we can deal with the things we teach you and you can on you and you can get the free report it's really good email marketing heroes.com forward slash tricks.

Unknown 1:36

He has been to two football matches in his life. It's commonly him it is Robert temple, lads lads lads.

Unknown 1:41

And finally he has a celebrity crush Tristan Mays, it's like logical mangria candidate. Celebrities always have cool names but you rarely rarely sometimes we rarely get like you know, Derrick Jones is what a celebrity standing there who is trusted base but she's not as interested in

Unknown 1:57

me is I only I've never I've never really been into celebrities, but I've never really thought that a celebrity massively attractive. And then she's in the TV reboot of MacGyver, and she's just the most beautiful looking woman. Well, there you go. There you go. Right old age of 39. Hello. I've ever taught you believe to be mentored on the Email Marketing Show. Just really made me

Unknown 2:24

think about the launch of NXT visual campaign just getting us

Unknown 2:29

to football matches to bowl football matches that I've ever been to.

Unknown 2:32

I've never been to one. No, I've

Unknown 2:33

been closer to a football match. I've been to was standing in that bar on my birthday on your birthday. What was that bar called that night? Cannonball. is Colonel partners and with cocktails. I used to drink them with cocktails and it was like Newcastle, England, England. We're playing Newcastle where the World Cup was on the World Cup usually Yeah. Why have you been to two and we love

Unknown 2:54

me and my stepmom took me dad to see the one of the last matches at the real car park stadium before that got demolished and turned into affordable housing. And that one of the one of the first games if not the first game at the stadium of like the new one when that got built and yeah, just because just as a thing as a sort of sudden suddenly in history thing to say that

Unknown 3:12

we sort of took off because you know your your family's from Sunderland a lot mostly and, and you were brought up there a lot and I guess I call it stadium wasn't it?

Unknown 3:19

Yeah, exactly. And my dad he doesn't like football but doesn't hate it either. It's not like you know he will probably watch it if it was on the telly but wouldn't go out of his way to buy season tickets. And I have to say I don't like it on the telly but that much but when it unless you think then I'm happy to accept yourself as you get behind the good read on you. But I think the I think the there's something about watching the game live where if somebody said I've got tickets, and I do what you did on Saturday and I wasn't doing anything I would actually go for the sort of the atmosphere and just as a one off occasional thing. I would buy tickets. Is it quite theatrical? Like does it feel like theatre? Yeah, so off and you just sort of get swept up into the into that you do get I mean, I'm not like leaping on the chair throwing the person next to me. In the air web and last show of me or anything like that. But there is like it's definitely you definitely get caught up in the emotion of it all.

Unknown 3:59

That's good. It's good. It's good. Yeah, well, I mean, I don't even know what the beside rule is. Every week on this show that we show you how to make more sales and earn more money from your email subscribers. We talk about email marketing strategy, psychology. tactics, and we share with you what's working right now to make more sales online, making you the email marketing hero of your business with a brand new episode every email marketing Wednesday. Make sure that you hit subscribe on your podcast player so that you hear about new episodes.

Unknown 4:27

I've said it before and I'll say it again that sound effect has definitely got longer

Unknown 4:32

anyway every week I'm extending a little bit feel like on the tweets where he was making a when he was making a walking stick longer by adding more to it. So I'm doing I'm doing that was the heavenly choir sound effect as I make it a little bit longer. So by the end of it, it'll be 35 minutes of choral

Unknown 4:47

rule dollars a genius winning anyway. Moving on. Do you really need to collect Do you need a landing page? Let's talk about what landing pages do what therefore obviously landing page now first of all, I just want to say this because I'm very annoyed. very annoyed about this. Like the word landing page has been screwed around a little bit for me. I've always thought of a landing page as like a quick lead capture lead gen thing drives people to it and it captures the lead. But I've realised recently farty recently that for ages. Now. A bunch of people have been teaching the word landing page to mean any page that somebody can land on for the first time. That could be a sales page.

Unknown 5:16

I think that's Google's fault. I think within Google Analytics, the last time I looked at it, which was back in the whatever the last version, not the GA for universal days, I think they had like landing pages was one of their criteria. So people have probably got it from them. So I'm gonna blame Google, rightly or wrongly.

Unknown 5:29

So I've had people say, we've had people ask questions, like, should I drive my emails to my email list? When they click on the link? Should I drive them to the landing page? And I'm like, no, no, you've already got their email address, solid sales page and like that's the sales page is the page where you sell the thing or the landing page or like, oh, oh, yeah.

Unknown 5:42

So I think I think let's scrap the word landing page. And let's talk about how instead opt in what we really mean for me, I think we're going to talk in this episode about opt in registration. You know, this is the kind of page where there is no menu along the top. It's not like this is my website, what we're talking about just we're all on the same page. You know, we might well have slight variations. For me my definition what we're talking about today is the page you get to the only thing you can do is put your details into a form to either to register something for free. Yeah, if it's a sales page, I'm going to call that sales page. If you can buy something. It's a sales page for me landing page this is a lead collection lead capture page. That's all this is doing. This is getting it now, the reason they gave you that email address can be wide and varied. It could be for a free class that you're going to run a webinar, a master class however you want to dress that up, which is a reason to get your email address and to get on your email list. It could be to take part in your quiz. It could be to download that free report, get a lead magnet, get your freebie get your access to your short video training. It could be any of those things, but it's the same as the free lead capture landing. What used to be in the day back in the day used to be called a squeeze page,

Unknown 6:49

which I still love that word even though it's a great term I still like an opt in page to

Unknown 6:53

the same book the ship terms as tripwire, tripwire aggressive squeeze page, aggressive.

Unknown 6:58

Squeeze Page is a bit threatening, isn't it? Give us your email address. So I'm going to kill you just squeeze it out of here. Yeah, exactly. So I think that first of all, let's talk about like, where they fit why you need one. So we've sort of covered the fact this is a lead capture thing, right? So this is somebody who's not already on your list, and they're going to come along they're going to join your list. One thing we address quite a bit with our members and students on our on our q&a, q&a calls and that kind of thing is people will say, Oh, you know, I've made this new lead magnet it's called you know, three ways to arrange flowers. Should I send it to my just send it to you know, what campaign can I use to send it to my email subscribers and be like don't. So I think it's fallen down the hole of people thinking I need to constantly give good value to my list. And one way of giving value to them is send them that valuable new lead magnet I just made. But there's specific ways to give value to the subscribers, which we talked about in a million other episodes and we'll do in the future. I'm sure for me that one of the things that lead magnets really have to do with one exception, which I'll come on to a second is to really say at the very very start of somebody's journey with you into becoming a customer. That is how you get them on your list in the first place. And once you've got them, you can ignore all lead magnets almost for that person. The only exception to that is that if you're doing like a if you're doing like a product launch of some description, and there's like a waiting list, or there's a thing you want them to read in advance of the launch and join the waiting if for some specific reason to get them to go and resubmit their email address. I think that's what that's valued, valuable and worthwhile, as opposed to an example of that

Unknown 8:14

might be to do with segmentation. So you might want people to go and complete a survey or application for this resource because it actually is even if it's a PDF, it could be, hey, I've got this free resource. It's a PDF about x y Zed thing and you know that the people who go and make the effort of not just clicking because they're mildly curious, but take the effort to put the name and email address in again, you might want to pass the name and email address into that by the way so that they can't really change and mess up the segmentation. Your email is blown away when they click like it's already in there. But they click on the download. You'll now know people who have raised their hand to say, I'm interested in that sub genre if you're having a slight change of direction with something if you're wanting to prequalify people for something you can even do it with information about an offer. Yeah, so for example, we have an accelerator programme right, which is a higher ticket much more intensive, really high high calibre programme. So we could have a PDF, which was all the details of what's included in our accelerated programme rather than just setting it up right in the list. We probably would never do that. We could say, Hey, we've just put a PDF together or a Google Doc or something that's been a pamphlet, right? Probably Google document honestly, which outlines it and we say hey, if you want to go and find out about what's involved in our accelerated programmes about open the doors again, you can go and register and get access to it here. Now people would go from the outside, but I'm already on your email list. Why make a new email address? Again, the truth is we want to add a little loop that to jump through we want to put a little bit of resistance in just to get people to extra qualify themselves. And now we know that they know the information. They've got the information so that that's an exception to that

Unknown 9:34

and at that point, that is dead, that's not serving different purposes, right, that's serving a lead. That's serving a marketing collateral purpose. So it's a sort of different thing. So that's why we're okay with that. But generally speaking, we think of lead magnets at the start your business and sort of dismiss journey with somebody who with you, and they're going to opt in and one of the things that you then find that it will never need that for

Unknown 9:52

one of the things you'll need. That was good, it really clear communicator, one

Unknown 9:54

of the things you'll need that they need that therefore now that is to take that and be able to put it in things so put it in Facebook was a train wreck that was intentional on social media, you won't be able to like read it out when you're doing podcast interviews. You want to be able to mention it when you're doing live speaking engagements. You want to be able to have it everywhere. So that what's happening is you aren't sending people to my website.com You know, https colon slash slash triple w.mywebsite.com. And when they get there, there's a million rabbit holes and the fall down. They can look at other things like you just need somewhere and this is you know, one of the big shifts in even even businesses not like I was doing this in like Main Street High Street businesses are now seeing the value of ads on TV or doing this in sending somebody to a thing where there's not much they can do really other than opt in and end up in a funnel of things that direct their attention down a path of page after page after page event after event thing after thing after after asset that's going to drive them down a particular thing. Now, one of the things that is worth bearing in mind is that you do have to go to quite a lot of effort and should go to quite a lot of effort. For something that is is free. So you should focus on making the thing seem really valuable. You should focus on making sure people feel like it's actually gonna do something for them. Because what's the core reasons? First of all, people have much higher value in their email address than you might think. So I think of as a currency you know, when we put something together you think that it's not free that the currency is their personal data as a way to directly communicate with that person on their phone, which is why they're gonna read your emails, your their personal phone, your personal messages on their phone. I mean, that's, that's valuable, especially when, like us you are really focused on making sure people don't just think that they're opting into geffrey thing and then they'll never hear from you again, but like, you're actually like, we are threatening to send you emails every day for the rest of your life until you unsubscribe when you join our list. And therefore, like there isn't there is a commitment there there is even though people can unsubscribe at any point, there is still a thing where people know that joining an email list and the truth is, there's enough there's enough people in the world who don't who make either unsubscribing impossible difficult or if you do unsubscribe, they just copy you across to another email list and start emailing you again. Those people sadly do exist because they haven't seen the sort of thing email marketing is an opportunity to like just sort of, you know, do things wrong and make a lot of money but that's interesting thing. One of the things that I think is an interesting thing that I've always done is i Whenever I'm putting anything together and then referring to it in landing pages or copy or ads or emails or whatever, I never talked about this just a really subtle shift. I think it's cool people will say that's amazing. They got a free ebook or a free workbook or a free report or a free whatever I actually there's a little bit of copy that would say something in our free report reveals and then big headline about what the free report reveals whoever will get this free report I never ever say those words. I always say you can get a totally free copy over here. The implication is the difference between I created this thing is free. I'm giving it away to I created this thing and right now I'm going to give it to you for free. It's the difference between Yes. It's not a free thing. It's a thing that you're getting for free. Right and that is such an important distinction in from a copywriting perspective to make people want the thing more and see the value in it more. You don't have to put a price on it. You'd have to say to you Oh, you can't talk about that. You don't have to say it's on sale over here for although again, you can but I just like the difference between free books.

So where's your where's your line with that? So for example, would you say rather than just have to be Get Your Free Copy? Could you say get my book for free? Are you okay with that? Yeah. So it's not get my free book because the it's not a free book. It's your book. that they're getting for free? Yeah, exactly.

And you know, when we mentioned click tricks earlier, in this episode, we do the same thing you can get it totally for free just heading over. so we didn't say we'd create a free resource where you're gonna love it. We've got loads of free resources, free, free, free, free, free, for two reasons. one, we want to train people to think free. but also that's that's the smaller part of this. the bigger part of this for me is to increase the value of the thing just by just by association just by assumption that I've got this thing, and this is free. It's rare that you'd been whenever, whenever anyone says, Oh, I've written a book about whatever, it's that you first thought would not be Oh I bet that's free, you first thought would be, I mean that's 1295 on Amazon or, you know, more on Kindle for you.

it'd be free and perceived as free. I think if you just put in your own head, just go, somebody should pay 12 bucks for that I'm never going to charge it but people should somebody should pay $12 for that or $19 for that or $9 for that whatever and then just immediately switch your entire mental state to but I'm just going to give this away for free because it's really good I think that that increases the value of it now to go even further than that just one cool idea that we've that we've done and tested and liked it but it's just a lot of efforts are usually done. But if you can and it works and it's not a big distraction it's a cool thing is to be able to actually have that thing for sale somewhere so that on the landing page you can even say remember who heard this from for the first time but anyway, you can you can actually go this is on sale for $15 over there but you can get it totally for free here and actually I think I think I might be Miss Miss attributing this completely. But I think somebody like our pal Neil Merton from convertri I think tested it and actually had people click from the landing page to the sales page and $15 instead of opting in for it for free, go figure. I think it was able somebody like that anyway, so I think that's it that's another thing you do. So I think it is important

that you go all the way to the effort of selling the thing even though it is written it's my point. Yeah. I like that. So let's take a look at this actual landing page itself all the things important to have on there. I think one of the big mistakes I see is people have the logo for the thing massive at the top and this is usually this one the bits of feedback I give to designers that we've worked with over the years on every sales page landing page everything ever that they start off with the logo of the thing at the top. And it's because that usually if they've designed the logo, they're really proud of it and because they're from like a background of designing things like a pretty they want that and I think that's important. Of course the message is more important. So make the logo if you want to have it brand so it looks like it's you know, professional and it looks high value, if that's your style, have the logo at the top but just have it a bit smaller. So that the thing that's really really grabbing people by the eyeballs is going to be the headline, the promise the thing that it's going to do so one of the things that I want you to think about your design on these landing pages is what how are we leaving the person's eyes right and again, that's another bit of feedback I give all the time on landing pages as they come in to us is this is like I don't know everything's competing. I thought I use it. Everything's competing for my attention. I need you to tell me this is the most important thing because it's the biggest and the boldest. Then I'll leave you to say now read this now read this now read that right so make sure nothing really competing. The next thing is make sure it's really clear what it is that they are going to get. Right so get your free copy of my book. Right or lead with the promise so you know lose 30 stolen and 24 hours learn this, learn my secret method with your with your free copy of my new book, blah, blah, blah, blah blah. So make it really really clear what it is not just that not just a benefit, but the actual media. So it's not a book if it's a PDF instant download, if it's a if it's a short video, tell them and be as specific as you possibly got specificity is the thing. When we're critiquing copy that we give feedback on most the time more than anything specificity and proof actually so the thing when I'm writing so we get all of our any copy that we have written or we write as a team in rounds, you get it into a Google Doc and then we use the suggestions feature in Google Docs to give feedback to each other and the thing that I write more than ever is have you got proof for this have you got proof for this having approved for that and the other one is, this is too vague. Can you make it more specific so rather than saying something is better or something is quieter? How can you be specific? How quiet is this new standup desk that you're trying to sell? How quiet is the motor in that? Well, it's so quiet that

what it's quieter than what telling me the specific specifics of it.

You can do a podcast and they wouldn't hear. Did you hear that? So actually, I've just written a sales letter for your fancy desk though you're gonna you may go so get really specific. So tell them that it's a 26 page instant download or it's a 12 minute 32 second video train. When you do that you're building up a really true picture of what this thing is and they get to decide, have I got time for that? And also, is it going to be good enough because one of the resistances people have with things that are free is the thing that couldn't be shit. They said they're going to be brief, they're going to be shaped so if you can position it as well, it's free, but it's a 260 word per six children 60 260 page book, hang on, that's a full book. It's not like a sales page I'm gonna end up on which is gonna just tell me about your thing, right? So make sure that you tell them you know how quickly and then also share with some if you can, how quickly they're gonna be able to see some kind of result from whether that's they're gonna have the framework or they're gonna have the plan or they're gonna be able to do something. So you know, if it's like a cheat sheet, like we have a It's not free, but we have a thing called batshit crazy, which is a batching batching method for writing lots of email. Really really collect. So by the end of 90 minutes, you will have 365 ideas for your emails. That's what you'll have. You'll have three MC five email ideas, John Donne written your own unique ones, right? So that's what you'll have to know by the end of this quiz. You're going to understand this right? So what's the outcome for them? So be really specific about what it is and what it does for them. That specificity is really super important as copywriting one on one but it's one of those things you'll be amazed at how many even professional copywriters don't get that right as they're getting turned off and the actual words. Yeah, for sure.

So the first thing that I want to do is really talk about continuing to hear from us, I guess from the beginning. Yeah. So the one of the things that I think is important is to from from as quickly as possible to set up the belief that I'm joining an email newsletter. And actually, it's one of the places where this really comes in with this idea of of get a free copy work versus a free book. If the thing is genuinely free. Why is it just not on the internet for me to download, whereas if you can effectively be honest about the fact that I'm going to give you this free copy in exchange for your email address and join my newsletter, then that's really great, but the ways you can do that you can either say join my newsletter and get a free copy of thing or you can say get free copy of thing when you join my newsletter. I think what I would do is basically test that button and see whichever one fits the fits in your mouth better so to speak, but then have like a subheading or a bit of body copy above the opt in box or near the opt in box around it that says when you join today, when you join when you join my newsletter today I'll send you a free a free copy of whatever it's called and you will earn and a daily or whatever email hint tip story idea or piece of inspiration to help you with your whatever it is that you do. So you get a free copy of our amazing report. Click tricks today when you join our team on a daily email newsletter for daily hints, tips, ideas, stories and inspiration and we want to make sure again the days of tricking people onto your email list by getting them to opt in for a thing and then finding out they're on your list later are long gone. And if you're clinging to that because you're frightened of the idea of people joining your newsletter, you need to have more belief in your newsletter and your email list. I think the we live in a world now where people generally know this anywhere even in non b2b and b2c niches like consumers know this is a thing now and give them the choice as to whether they want to be on your email list or not, as in they can unsubscribe if they want to don't try and hide it. So because they can unsubscribe anyway, just make it very clear, make it transparent, you'll get fewer people opting in, but the people who do opt in will be higher quality, you'll have way less it's much better to filter them out then than to let them get clogged up in your deliverability management of engaging and you know, deleting people who haven't engaged and all of that stuff are annoyed with you. So

just make it obvious on the page make it clear but make it a good thing. really sell the benefit of that like being on your list already gonna help them is going to tell them about stuff to help them solve that problem. Even even more and even faster, you know, make sure that the the actual button and the call to action is really bold as well don't hide it certainly within the design like if the rest of you design is like oh like my shades of blue. Make a button that sub that says yes I want to join I want this now. Make that bright green make it bright pink make it make it purple, whatever really show that that buttons are draws everyone's eyes to remember when someone gets your website or your to your landing page in particular you need to control people's attention you need to control people's eyes and how and their readership of the thing right other things you can include on these pages. I would test these things is social proof as well like usually below the fold like below the scroll further down it carefully are looking for another reason to like Oh, should I get this or not? If you've got some nice testimonials, and some written things that people have said about your free thing it adds is but builds on the belief that actually this is not a shitty, free thing.

This is a really good thing. And people have had value from it. One of the things I've seen quite a lot and I really like and in fact, I've never thought about it till this moment, but you could actually automate this by using one of our heroes and I know exactly which one it is. It's the interesting 3% Manual. Basically it's the thing that says join 52,603 other people who are subscribed to the hero basically Wiscasset, the hero which our members have, you can basically have this so that when they land on the landing page, it does that sentence is there in front of their eyes at a speed really super fast. It comes up to 50,260 members or whatever subscribers, you've got whatever in front of them as like a bit of social proof. But I think one things is interesting is that that number doesn't have to be as high as you think it is. In order for you to use that tactic don't think Well, I haven't got 50,000 people and I've only ever seen people who've got 50,000 subscribers using this strategy. I think if you've got a few 100 or a couple of 1000 subscribers on your email list, then you've got enough to make that number worthwhile. Because that number is only small in your head

because you're comparing it in context to people you've seen. You've got millions of people on their list, and remember that people will see that number in different ways. Some people will go if that number is really small. Let's say that number is 50. Right? And they go oh, this is great. This is a really intimate group of people. And I really matter. I'm not just part of a list of 200,000 people. It has its own benefits, what I'm saying right, it has its own benefit, whether that number is big or that number is small, right? So that's what we really want to have for your lead magnet page and think about what you want to do with people next right and once people have opted in, you can offer them some kind of what was called a tripwire offer. If you are a member of our programmes, you'll know we have a day of forgetting the names of things today, Rob, we have a thing called the Encore campaign. That's what it's called, which you could use which is a really reverse psychology way of doing a tripwire off he actually involves pretty much not selling things straightaway and foreshadowing the sale but if you're a member of our programmes, you'll understand that go check out the Encore campaign inside the members area. So these are just really important things to do with your landing page. The first thing I do want to talk about is what you should ask for when people join your email list. So the age old adage is true of the less information you ask for somebody in exchange for the free thing The more people you're gonna have joining your email list that said quizzes really fly in the face of it because you're asking people to engage highly about it. But the reason quizzes work is because you're usually asking information that they can see how it's going to benefit them and what it's going to do. Whereas if on your opt in form, it just said hey, what's your name? What's your email address? What's your phone number and your physical address? If you haven't got a really good reason for needing their phone number and physical address, people are unlikely to fill it in like okay, how are you going to use that because I don't see a benefit to me right now. Whereas if it's a physical thing to sit out, share with people, you got to send out a free copy of your book, you're gonna need that physical investment. That makes sense, right? So just make sure that there's a good reason for the information you request. Again, if you're in for example, the fitness space, the weight loss space, you might ask the person to select their biological gender, for example, because again, to do with people's biological makeup, people lose weight or stuff, I guess, in different ways. So again, that makes sense. Make sure it's congruent. Ask for as little information as possible. Cool, awesome. I think that's everything. On that we're gonna go into this

week's subject line of the week subject line of the week. This one is quick hyper sweets. This is about my hatred for Halloween and people who kids who come around trick or treat masking for sweets. I just can't be bothered with it. It's all the way down all the time setting the dog off. I got triggered in the dog. The bah humbug of Halloween. Yeah, that's basically what my opening line in the centre of the email was.

Was what is the bottom book of the Halloween season?

I'm not I must have subconsciously taken that I'm gonna read it for Halloween which Yeah, so that was that was my my quick hide the sweets.

I love it subject line of the week subject line of the week. That was a really interesting discussion. Actually. We rarely talk about this fundamental stuff of what should be on these lead capture pages. That's another

word for lead capture pages. There's so many words for these squeeze pages opt in second nature, isn't it like you and I would just either of us could just

go up and make a landing page in the business and largely speaking, the content of it would be similar. Very similar. Awesome. I hope you've enjoyed the show we've really enjoyed we love sit down and make them so every week so please do hit subscribe your podcast player. We do have a new episode every email marketing Wednesday, so hit subscribe. That means the new episodes download to your device which means you don't miss out on any of these little nuggets either these two nuggets and we'll see you next week.