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Welcome to Marketing School, the only

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podcast that provides daily top level

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marketing tips and strategies from entrepreneurs

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that practice what they preach and live

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what they teach. Let's start leveling

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up your marketing knowledge with your instructors,

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Neil Patel and Eric Sue.

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All right, guys, before we start, we got a special

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to improve your low time. Welcome

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to another episode of Marketing School.

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I'm Eric Sue and I'm Neil Patal, and

0:55

today we're going to give you five likely reasons

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why your landing page isn't convert. And

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guess who's going first. I'll go first.

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So reason number one, your

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landing page doesn't answer the objections

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people have. I was talking with amazing

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copywriter. His name is Frank Kerrent and you

1:13

know, he's just run a ton of amazing

1:15

copy over the years. You should check out some of his stuff,

1:18

Like even has some copy comparing how there isn't

1:20

much of a difference in BMW and a Rolls

1:23

Royce or Bentley. There's a crazy cool video

1:25

on it. But just an amazing copywriter.

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And one of the best things I learned from him that really help

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boost my conversions over the year is you know, you don't

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have to be amazing copywriter to get more conversions.

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He's like, just figure out what objections

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people have if you don't know the survey, and just answer

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them within your landing page. And he's like, that's the easiest

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way to increase conversions, and he's spot on. Yeah.

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I used to think a lot of these things around copywriting.

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They seem to be difficult or

1:48

concepts that are hard to understand. But

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when you start to actually understand, when you start to read some copywriting

1:53

books you understand human psychology, it

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becomes a lot easier. So let me give you an example. One

1:58

of our programs consulting school, we

2:00

were driving ads. The cost procquisition was

2:02

good, the numbers, the metrics looked good, but

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for whatever reason, we weren't getting more qualified

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applications, right, we wanted more qualified applications,

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and so we had this one video. So I'm

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actually using the video as this landing page as a

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sales page. So yes, your video

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can be a sales page, it can be a sales letter.

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Sometimes it's the same concept, right, because you're trying to convince

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someone to do something. So what

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I did our old video, it taught a lot

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of things, right, but it wasn't touching

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upon people's fears. It wasn't touching

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upon what their dreams were, It wasn't

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touching upon a lot of these different things. But we also have to talk

2:33

about confirming their suspicions as well.

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So there's a lot of these different things, and

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that helps drive emotions out of people.

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And when I did that, when I converted the video

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over to that, basically, now we're

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paying maybe like two thousand dollars for

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a qualified application, which is way too much, by the way, now

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we're down to about two hundred bucks or so. But

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that is the difference between changing things up

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and trying to identify with how people

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are feeling. Right, if you can touch upon all

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of these here, I'm trying to pull up my thing over

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here to actual give you what they are.

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But I'll pull that up in the second. I'm like going

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through my notes right now. I'm gonna pull that formula up for

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you, but I'm going to pass it back to you, Neil. But

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that's my number two. So number

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three. You're not thinking about all

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the times or all the ways that people can

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not convert. So they could just

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leave because they're not happy with the

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page. Maybe they didn't scroll down long enough,

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maybe they're not happy with the offer. Whatever.

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Maybe there's a lot of reasons that people just don't buy.

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The majority don't buy. So what I do is I think

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of the landing page as exit points. Okay,

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how can I put like a top bar and really

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hook them in and draw them in so that way they want

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to read the rest of the copy. If they want to leave,

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how can I hook them with the exit pop up? If

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I have their email and they left, how can I

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send them a webinar and try to get them back

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and educate them on the

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benefits of whatever I'm selling, So then that way

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they're more likely to buy. So think about all

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the reasons people can leave the page or

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why they may leave the page. I'm not talking

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about just objections, but other ways to sell

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them. The easiest way to start is is exit

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pop ups. If you add an exit pop up within

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your landing page, you typically will increase your conversions.

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That's example of how someone you

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know they leave lash dish effort.

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You make an offer, some of them are going to take

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it, even if it's one or two percent. To Neil's

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point earlier, if you want to be able to ask good

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questions to find out what people's objections are.

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You know, in the tech world people call this customer

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development. And just the other day I was talking

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with the CEO of a company called Levels Health, and he

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did six hundred of these customer development calls

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and you just learned how to ask these questions without

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trying to add leading questions. But if you want a

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template on this, there's a book called the mom Test,

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which I recommend to everyone. Check out

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the mom Tests and you'll be able to take

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what people use in the tech industry and use it to

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do research and that will help you identify

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what objections are and that will guide your messaging. So

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that's a little bonus. The framework I

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was talking about earlier. It's I renamed it to fades.

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But here's what you're trying to do. You're trying to

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allay people's fears. You are trying

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to tell them it's okay, like you

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can confirm their failures. But say, hey, look it's okay,

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you can talk about their dreams. Right, everyone

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wants to talk about dreams. Label enemies, right, you look

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at click funnels all the time, label enemies, like

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you know, the Introduce podcast interview

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is talking about, you know, people cheating and taking

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on VC. Right, I'm pretty sure he doesn't

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necessarily hate people that take on VC, but you

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have to have an enemy, right, suspicions

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confirming them. So I just made it really easy for

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myself. If I can remember this acronym fades,

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I'm good to go. So my last

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one from my side, as is number four

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is I've talked about the concept

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from Breakthrough Advertising and that

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book you can actually pick up for about one hundred, one hundred twenty

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five bucks now if you google it. I said, I think someone bought the

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rights. But when you think about your

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landing page, your sales letter, or your video,

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whatever you're using, think about it this way. And

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we got this from Digital Marketer. It's upside,

5:43

that's up syd

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all right. So you take people from unaware

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to problem aware, to aware

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of a solution to aware of your

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solution and then you give them a deal. All right. So

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I'm going to repeat that one more time before I pass back to Neil.

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When people go through your long form sales

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page or it could be a video, you

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can take them from literally unaware, problem

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aware, solution aware, your solution

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aware, so that's your product, and then give

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them a deal at the end. And that's the beauty. You can do

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that in a sales page, in the landing page. You

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can do that with the video as well, but that completes

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the loop. And that's the beauty of where we

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are with advertising and conversion today. Yeah,

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and one of the simplest things is when

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it comes to your landing page and why it's not

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converting. A lot of people don't look at their price

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and their offer. If it's too expensive

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compared to the competition, you're probably not going to

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do that well, especially right now, so many people

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are price sensitive. Whether it's B to B

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B two C e commerce, it doesn't matter.

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So think about your price and your offering and how

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you are going against your competition. If

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you're super expensive, well you better

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make it a way to seem that you're higher quality,

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more luxury, et cetera. Because if you don't, then why

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would people pay that premium If your lower

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price point usually won't get back too many

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objections other than some people may think the quality

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is not there. So you want to make sure that you have good

6:58

reviews and social proof. But really

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think about your offering and how you're positioning

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your price because that makes a huge impact

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on your conversions. Like you can have the

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best copy, you can have the best story,

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you can have everything done right, but if your product

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is just priced inaccurately or your services

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price inaccurately, it's not going to convert. Yeah,

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I'll double down on that. I mean, you know,

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people talk about making the irresistible offer,

7:21

So it doesn't matter how good you are as a marketer

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if you don't have something that is a no

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brainer. I think Russell Brunson likes to say

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it's got to be ten x or one hundred x to value.

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Then you don't really have something that's irresistible.

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So that is it for today.

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Before we go text us three one

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oh three four nine, three

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seven eight five. Don't do this while you're driving, okay.

7:43

Three one oh three four nine

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three seven eight five. Neil and I will give announcements

7:47

sometimes we like to ask for feedback as well. We

7:49

send a text like once a week max. We don't

7:51

like to bother you that much, but that is it

7:53

for today and we will see you tomorrow. We

7:57

appreciate you joining us for this session of

7:59

Marketing School. Be sure to rate, review,

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and subscribe to the show and visit marketingschool

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dot io for more resources based

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on today's topic, as well as access

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to more episodes that will help you find

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true marketing success text

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marketing School dot io until

8:15

next time. Class dismissed