I’m sure by now you have heard of a “Push Letter”, “Sales Page”, “Capture Page” or even a “Landing Page” and might have been curious as to what they are designed to do and what the differences are between the concepts.
It would be very nice indeed if everyone would use the same terminology, but the fact is, the gurus to be want to make a name for themselves and will often coin new phrases to make their marks!
In essence, theses concepts are all the same. You want to send out a simple message, (less confusion) and attract people you don’t know to take action. In the case of the “Capture Page”, you want them to leave their name and email so you will be able to reach out to them in the future. Yet it is typically a part of all the other concepts.
The concept is to tell them what they need, why they need it, how you’re going to provide it and what they will get out of learning from you.
What they need would be the problem they are having and how they can no longer live with that problem and achieve more success. Often people will not recognize they have a problem until you point it out to them. “They never get all of their work done” might translate into a great time management program you have developed. Your target audience might be entrepreneurs who are always looking for systems to become more efficient, more profitable or have more time to spend with their family. When you are the one who has a process where they can gain results in those areas, they are going to be more open to listening to what you have to say.
The secret is to have content which is appealing to your target audience, know your target audience inside and out and create a message that will inform them as to how you will solve their challenges.
Most often your initial contact page or email will include free information and people respond well to titles with numbers such as “The Top Ten Tips to . . .” It sounds succinct and offers a solution they can easily identify with and it is easy to recognize you are offering a method to solve their challenge.
The process typically involves two steps: first, an explanation as to what information they will obtain with a specific method they will receive the information, (thus, the capture box to keep them informed once they leave their details) the date and time of the delivered information and what they can expect from taking time to listen to your offer.
This first step usually includes a headline, a short video, the capture box and a couple of testimonials from satisfied clients. You might even offer free downloadable bonuses such as an ebook, audio recording or a sample of your content. You have to remember, people are extremely busy and are bombarded with content and you need to do what it takes to stand out from your competition.
Second, it is customary to forward them to a landing page which will provide them more information about the details of how they will obtain the information. Depending on the delivery service you choose, you can even have automatic reminder notifications built in to make sure they don’t forget to attend. And if they do get busy and miss the event, most systems offer a replay on demand service.
Your ultimate goal here is to gather new contacts into your database and deliver worthwhile content so you build a high level of trust with your audience.
Almost everyone is delivering their content in the form of a webinar these days and through Power Point or similar content deliverable techniques, it is relatively easy to have your audience follow your webinar live or after the fact, from a recording of the material.
You’ll want to make sure you have a “next step” included in the webinar. What action do you want them to take? What is the ideal outcome from your delivering the content?
It won’t take you very long before you have a robust database are ready to launch your membership site.
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