Module 4

Creative and Landing Pages

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 Lesson 1

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 4 Elements for a Successful Banner
• Headline

Body Copy
• Hero Shot

• Call to Action
(CTA)

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 AIDA Formula
• A – Attention
• Crisp Text
• I – Interest
• Good Contrast
• D – Desire
• A - Action

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 Examples of Good Banners

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 Example of a Bad Banner

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 Lesson 2

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 Interruption Marketing

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 Blend In vs. Stick Out
• Blend In • Stick Out

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 Blend In vs. Stick Out
• Blend In • Stick Out

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 Ad Images

• “Selector” Images
• Show Emotion

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 Ad Images
• Colors that pop
• Button Images

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 Ad Images
• Attractive Woman

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 Ad Images
• Big Images
• Eyes Looking Out at You

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 Ad Images
• Hand Written

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 Ad Images

TEST, TEST, TEST

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 Writing Banner Ad Copy
• First person… “How I lost 20lbs…”
• Benefit in headline… “How to Lose Weight”
• Avoid listing features… “6 module course…”
• Use emotionally charged words… “Humiliated, Embarrassed”
• Use numbers…”5 Signs you need…”
• Social proof… “As seen on…, Over 50,000 customers…”
• Special characters… “fitness & health”
• You/Your copy… “Save $$$ on your telephone bill…”

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 Psychology in Ads
• Enter conversation in the
prospects mind
– Who are they?
– Why would they buy?
• Target desperate
mindset…
– “I struggled for years…”

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 Psychology in Ads
• Congruency
– LP copy repeats
– LP copy follows

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 Psychology in Ads
• Fear of loss is
stronger than desire
for gain

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 Psychology in Ads
• Curiosity
• Entertainment

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 Psychology in Ads
• Curiosity
• Entertainment

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 Psychology in Ads
• Common enemy… “Secrets *they* don’t want…

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 Lesson 3

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 Individual Workflow
• Use for ideas
– Find best ads in your market
– Find best ads outside your market
• Brainstorm concepts first
• Istockphoto for images
• Fireworks for layout & export at size <40Kb

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 Write Copy in Excel
Headline Body Copy Call to Action

Lose Weight Fast Revolutionary new… Click Here

Get High School Slim 5 reasons why… Watch Video
How to Lose Fat The truth about… Get it Now
…
…
…
…

Write 15-20 ads. Choose 4-8 to begin testing.

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 Copy First, Then Images
Text Ads Banner Ads

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 Workflow with a Designer
• Send designer best ads from
• Send copy*
• Send ideas for illustration or images*
• Test first set of ads
• Provide feedback based on data

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 Other resources
• Elance or other outsourcing sites
• Don’t expect to hire someone for everything
– Competitive intelligence
– Market knowledge
– Copy

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 Software Resources
• www.rockstarpowersuite.com
• www.bannersnack.com
• http://www.bannerdesignerpro.com/
• http://www.gimp.org/

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 Lesson 4

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 Why use a landing page vs. home page?
• Make next steps immediately obvious
• Easier to test/optimize a single goal
• Better quality score if on Google
• Keep “message match” from ad to LP

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 Basic Elements for Successful LP
Hero
Shot
• Headline

Call to
• Body Copy
Action

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 3 Types of Goals for any LP
• Lead capture (opt in)
• Click through (multi-step funnel)
• Sales page

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 Click Through

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 Quiz Opt In

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 Long Form Opt In

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 Video Sales Letter (15min-60min)

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 Long Form Sales Page

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 More Essentials
• Single Goal
• Strong Offer
• Congruent with Ads
• Fast Load Time (pingdom.com tools)
• Be aware of traffic source rules
• Exit Pop

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 Lesson 5

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 Minimize Distraction (Single Goal)

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 Above the Fold

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 Video Landing Pages
• Done right… very likely to win
• Much harder and more costly to test
• May not be appropriate for mobile
• Test scripts first with PowerPoint, then move
to full production

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 6 Principles of Persuasion
• Liking – humor, entertainment, down to earth
• Authority – Dr. recommended, Media mentions
• Scarcity – Limited time sale
• Consistency/Commitment –click through, opt in
• Reciprocity – free gift on opt in
• Social Proof – Facebook likes, testimonials

• “Influence: The Psychology of Persuasion” by Robert

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 Liking

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 Authority

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 Social Proof

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 Scarcity

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 Reciprocity

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 Consistency/Commitment

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 Consistency/Commitment

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 Match LP Content to the Offer

Small Medium Large

commitment commitment commitmen
t
• Click • Free trial w/ credit • $297 product
through card
• Opt In • $27 product

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 Match LP content to Familiarity

Most Product Solution Problem

Aware Aware Aware Aware Unaware
DIRECT INDIRECT

• On your • Retargeting • Weight • Plantar • Investing for

email list • Branded Loss Fasciitis retirement
• Already a Products
customer

• “Great Leads” by Masterson + Forde

• “Breakthrough Advertising” by Eugene Schw
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 Lesson 6

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 Google Analytics (Data)

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 Qualaroo (Data)

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 CrazyEgg (Data)

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 Optimize Press (Create)

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 LeadPages (Create)

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 Google Content Experiments (Test)

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 Visual Website Optimizer (Test)

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 Unbounce (Create + Test)

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 Strategy for Landing Pages
• Learn as much as you can about visitors
• Design tests based on what you know
• Test BIG things first
– Video vs. Text
– Short Form vs. Long Form
– Headlines

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