COMMENTS
Compelling, like beauty, is in the eye of the beholder.
To me, it starts with listening to your audience so you have a
clue of what
might be compelling. Then get straight to the point about it and listen again.
Give it your best shot but count on having to continually adjust/improve your compelling offer.
Well said, James.
A big key to designing compelling offers and landing pages is using the guess and check method until you've found a solid mix of offers that work.
"guess and check" -- I like that!
I think people are naturally uncomfortable (maybe even fearful) in looking bad. The key is putting your best foot forward (each time) -- people will always respect you as long as you gave it your best cut at it.
At least, that's my "guess". Let me "check"...
James's comment about people's natural fear of looking bad is right on point, and can sometimes be paralyzing - you can worry so much about whether your website or blog or video blog is perfect that you never launch. So important to take yourself out for coffee and a heart-to-heart, and explain to yourself that paralysis and inaction mean you'll get no results at all, while those who do their best, learn something, do their best again, learn something more, do their best again - these are the people who will succeed and are succeeding.
First, accept that no one will be shocked and offended when they find out that you aren't perfect. Second, understand that almost everyone will appreciate your effort, and root for you to succeed. Third - embrace the adventure and get started!
And - love the "guess-and-check method" - a brilliant quick description of how a successful marketer proceeds: best guess, best effort, check the results, try again until you find your groove.
That list of NOT compelling offers covers pretty much every offer I've never been compelled to take up. Nicely done!
Finding that combination of words and video that increases conversion is the quest that keeps me excited about what we do.
I'd like to think that we've evolved from 'guess and check' to 'start with evidence from previous guess and check cycles... and then check'.
Great suggestions and list of "not compelling offers!"
Another factor is to ask yourself if you would fill out the form on your "compelling offer?" Often, the answer to this question is no.
Test different ways to write the compelling offer. Sometimes a tweak of just one or two words can make a difference.
@Daniel. Thanks for the confirmation, Daniel.
I agree that Guess and check should be some kind of "Guess, Measure, Tweak, Check Again".
@Catie. I agree. Perfection (or some kind of internal pursuit of it) is the enemy of progress, especially with internet marketing. Put it out there and get feedback.
This article makes some great points.
I’m going to have to disagree on the free trial part. I’ve worked on landing pages for security software, and our main call to action was a 30-day free trial. The campaign experienced a great conversion rate. I think for software landing pages, you really need to have a free trial offer. It would be a mistake to make an investment in any kind of expensive software solution without trying it hands on first.
Even on hubspot.com, the main call to action is the 7 day free trial…
Great points in your post Pete.
B2B buyers are looking to educate themselves, do their own comparisons, and create their own short lists.
Charts comparing solutions, suggested decision criteria, and ROI calculator tools can help diffuse fear of making a wrong decision.
Thanks for challenging me, Rick.
I don't think it's a black and white, thing, though.
I agree completely that every SaaS software provider should have a free trial available to prospects.
But, launching that without MORE compelling offers that speak to the challenges the prospect faces will not be as successful as having both.
At HubSpot, we generate 15k leads/month. Many of them have no idea who they are when they fill out that first form. They don't know what we do. They don't know why they need us.
By offering "internet marketing kits" and "SEO kits" and "blogging for business webinars" and free tools like
http://Website.Grader.com, we're giving them some info that they know they need. We're establishing that we understand their challenges, just like a good salesperson does by asking them what their challenges are.
In the white paper, webinar, kit, etc is when we have an opportunity to start educating them about how we help people. But, it is in the context of the problem they are solving or the goal they're trying to achieve.
You can't accomplish that on a "call to action" button, especially not the first one a new suspect/visitor sees.
A free trial CTA/Offer, just like a "request a consultation" or "contact us for a quote" form is an offer that should be used in later stages of the funnel.
Just to drive the point home, ask any SaaS software sales person whether they prefer a free trial that they started for a prospect after a conversation or one that marketing generated off of the website. Unless their marketing team is really good at lead nurturing, they will prefer the sales driven trial. Often times, prospects who start a free trial on a website after visiting it just once are "just checking things" out casually. They don't really have an issue to solve. They don't have much urgency about fixing it.
Great information. I see so many sites where they are trying to get contacts for email marketing, but they give no reason to give them your info. Give, Give, GIVE!!! You better give me something if I am going to have you emailing me every day!
Thanks for the great post!
It's very true, when ever you see a contact us for or the like when someone is calling you to action you become quite disheartened because they really don't know what they are doing or how to market in, as you say a compelling way.
This is marketing basics and I mean that as a compliment as too often we forget the basics. But I think you missed one simple great step: develop 3 or 4 of your best guesses and use AdWords to test them. Run with the one that gets the best response.
Certainly, Bob.
Adwords is an awesome tool for testing which of your compelling offers/landing pages will convert at the highest rate. Other than your opt-in email list, this is certainly the best method.
Any hints on how to create a call to action link on my website in an industry that almost refuses to allow any creative links on a website.
Instead of guessing and checking, why don't you survey your existing prospects to see WHY they contacted you?
After 5 years in business, I finally surveyed my list and got fabulous feedback that I would have never even considered. Ideas for new products and services, classes, coaching, etc.
So, take the guess work out of it... just ASK! :)
Donna Payne, The Web Coach
Follow me on twitter @thewebcoach
@Catie Foertsch: I just had to tell you that I though you posted an excellent and inspiring comment.
You are so right on so many levels. And even though I sometimes wonder if I'm doing the right things on my blog, you hit it right on the head. KEEP TRYING!
Thanks for that, Catie, and thanks Pete for a killer article!
We are manufacturing chemicals that goes into different industry but mainly paints. We product safe, effective and environment friendly products. With that given, would this statement be compelling to all paint companies ? "How Paint manufacturers can produce high quality, effective and environment friendly paints using the right chemicals with no harmful effects on human life". Also, what should follow this statement, just our companies logo with slogan to link to our website or the statement itself should be the link. Please provide professional advice.