From Lander to Site

A Fantastic Web-Based Growth Guide.

Did you know that you don’t “Sell” on a website?  You don’t, you “Prove” on a website. You “Sell” on a Lander, or Landing Page. This nugget covers the physical and psychological reasons as to why it is very difficult to sell products on a company website.

It provides granular detail as to how to set up and shape a simple landing page and how to position it in front of your website.

If you currently run any form of advertising and direct visitors to your website, this is a MUST LISTEN.  There’s a better than good chance that you can generate far greater revenue by removing all navigation buttons and pages as distractions and control what a first-time visitor sees and absorbs.

Veteran marketers seem to enjoy and appreciate this nugget as much as those “not in the know”.

A “Highly-Recommend” if looking for a burst in sales.

(0:00 – 1:17)
This is centered around how the shift of these last 20 years that the internet has created in the minds of business owners, sometimes it’s good, sometimes it’s harmful. The shift I’m going to talk about today is a good one. It is, I’m going to give some analogies.

Starting in 1992, we started a consulting company. Our lead product was an electric sign in the window. We would go in, we meaning teams of sales reps, we would do kind of blitzes.

We’d get in a car, we’d go to Cleveland, we’d go to New York, we’d go to Alaska, we’d go everywhere. But in groups, we would hit a city that we knew either didn’t have an electric neon sign company or any access to good quality signs. We would just knock on doors, we would start conversations, I’d see you have a wooden sign.

The bottom line is we would lead very strong with data, meaning very specifically from the United States Sign Council, from the Small Business Administration, we could walk in and say, ‘Listen, we just want to make sure you’re aware of this. You have a wooden sign. The percentage of people seeing you is so very small.’

(1:18 – 1:27)
‘If you do an electric sign, it explodes the visibility.’ We would be prepared for all their responses. ‘Well, you know, everybody in town knows me, this, that, the other.’

(1:27 – 1:39)
But the bottom line is simpler times back then. You know, I remember walking into Miner’s Pizza, a two twin brothers, Mitch and Mike Miner. They were actually our first client, I believe.

(1:40 – 3:09)
It was just a very simple process. But here’s the deal. I would be knocking on doors having absolutely no idea, number one, is the business owner even in? Number two, is the business owner interested in changing? Many business owners are comfortable.

Number three, can they afford what I have? You know, so we were very blind. Today, we live in the world of the web. The world of the web allows so many data and access points, which, and please understand, those are totally different things.

Access points mean we have so many more ways to access business owners information. Prior to the web, there was maybe Dun & Bradstreet or a couple other places that could give you an idea of the size of a company, what they do. Of course, you had the yellow pages, but there wasn’t a lot of filtering tools, access points.

If you think today about just Facebook, Facebook with its kind of drop-down profiles, you know, if you want to find a group of people that like to knit yarn, well, if you go to Facebook, look for yarn knitting groups in a vertical. I mean, there’s so many ways to access groups of people with proof they’re already interested in your space. We live in such a different world.

(3:10 – 3:49)
Well, a lot of people still today, they’re still rooted in how their dad did it, grandpa did it, how the guys and their mentors taught them how to do it. They’re still sending, say, teams of sales reps like I used to knocking on doors. Maybe I need to reconsider getting teams of salespeople to knock on doors.

But today, it seems like there’s so many more access points and data points to study. So I’ll give you an idea of how we shifted. A lot of the shift is the fault of what I believe is the greatest living marketer, Seth Godin.