11 Step Formula for Building Killer Landing Pages

Mike McClary.m4a Hey everyone, I'm Mike McClary and I'm here at the BDSS Market Masters event here at the beautiful Gatsby Mansion in Austin, Texas. It's awesome and today I want to talk about the difference between selling on Amazon and selling off Amazon on your own website because it's dramatically different. I'm going to show you our 11-step formula for building a killer landing page that'll convert like crazy and will help you actually build your brand off of Amazon to start owning the customer. Now, what you need to understand first is that on Amazon, you're very limited. You only have your title, your bullet points, your images, your description, then maybe your A-plus content, which is good, but it doesn't let you tell a story and really walk the customer through the whole journey. On your own website you can do that and you get to use a marketing framework. Two of the most popular are ADA, PASTOR. You may have heard of them. ADA stands for get their attention, then keep their interest, then make them desire to buy your product, and then have them take action. And then my favorite is PASTOR. It's a little more storytelling. You want to identify the problem and then you want to agitate it. You want to make them really feel how the solution they're looking for is going to be, and then you want to make them need a solution to whatever problem they have in their life. Then you want to actually talk about the solution, which is your product, and then a transformation, probably a story about how it really helps someone's life. And then you want to make your offer and then finally you want to get a response, which again is a call to action. The same thing always. Always make sure you do a call to action. Now how do you actually do this on your own page? Well we have an 11-step formula to do this. And basically as long as your landing page selling your product on Amazon covers these 11 steps, you're covered. And a few of these you'll want to do in order, but I'll tell you exactly which ones you want to do that, then the rest doesn't really matter. First thing you want to do, you want to get their attention. So on your landing page, when someone just clicks on a Facebook ad or Google ad, whatever, the first thing you have to do is get their attention. Because if you don't get their attention, you're lost them. So think of this, this is your bold headline at the top, right? And then next, you want to identify or acknowledge their problem. They need to make sure that they came to your page for a reason. They clicked on an ad or an article or a link. They need to know they're in the right place. So address that, yeah, you're here for this. You're here for this. You're here for this. And really make sure that they feel the problem like they're experiencing it today, even if it's something that they never have experienced, but they can identify like, oh yeah, you know what, what if I was out camping and I had a flashlight and it didn't work? That would suck. So you want to make sure that get their attention and then identify the problem and then immediately go into the solution, which is your product. You're not trying to sell them. You just want to make sure they know right away that your product is the solution to their problem, and then you start walking them through everything else. Those three always have the very beginning. The rest of these can kind of go in almost any order except for the call to action over here. But after you have that, you want to make sure on your page, you always have credibility. If you possibly can, if you're selling something that's for hunters, have some kind of famous hunter out there. If it's a medical product, have a doctor, a chiropractor, something like that. If you don't have any credibility, just have someone who's an expert. They don't have to be a legal, a lawyer or a board-certified physician, just someone who really knows what they're talking about. It's always good as some kind of credibility. It increases the chance they're going to trust you. Then you want to focus on the benefits. This is the most important thing of all. You will address the features if you see over here, but the benefits are, how is this going to change your life? How is their life going to be better? You're going to solve their problem. How are they going to feel better after they buy your product, which is solving their problem? And then you can go into the features. Some people love all the technical stuff, so you don't want to not address that as well. So then be sure to list out all the features that support the benefits solving their problems. Then you want to make sure you have a great killer offer. We always like to have three different offers. Every page, you may think people don't want to buy one, two, five, or multiple of your product. You'd be surprised. I saw flashlights, lanterns, headlamps. I think no one will buy multiple products. One of my best-selling ones is buying five flashlights. Give them an option at the bottom to buy more than one of your product because you're gonna get a higher average order value. Just make it dead simple at the bottom to have three different options. Then you want to have proof. And someone once told me you can never have too much proof. And all proof is, is happy customers. If you can get any customer holding your product, kind of review below it about why they love your product, why it's the best thing out there, that is awesome. If you don't have any pictures, that's okay. Just put reviews out there talking about why your product solved their problem, how happy they are. The more proof you can have with the happier customers, then people will want to buy your product because people don't naturally trust people selling a product. They just know you're out there trying to sell them something that is going to benefit you and not necessarily them. But listening to customers showing proof that your product works actually makes it realize, makes them realize that you're, your product works for other people. And so it has a high chance of working for them as well. Then always give them a guarantee. No matter what it is, you'll be surprised how few people take advantage of this. It can be 30 day, 90 day, one year, 10 year, a lifetime, whatever you feel comfortable with. And just keep in mind, you may think that I can't do a lifetime guarantee because no product lasts for life. Most people are not going to take you up on that, but give them as good a guarantee as you possibly can, because you want to remove every bit of risk and hesitation they have. So give them a guarantee with a big old graphic about why that guarantee is awesome. For them, then have scarcity. You may think that there's no scarcity for your product. Like the sale really isn't ending in two days, or we're really not going to run out of product. But the truth is everyone has scarcity. You don't have unlimited funds. You don't have unlimited inventory. So you can tell people like 'in stock now', buy now before we run out of stock, or you can say 'offer ending soon'. That is scarcity, but you never do not want to have scarcity. Always have scarcity. Otherwise people will just say, I'll come back later. Make sure they know that they have to buy now. So they won't even think about coming back later. And then finally, always have a call to action. I never used to think this was important, but sometimes people forget what they're supposed to do. So the last thing they need to know is what do I do next? And that is to buy your product. And I like having multiple call-to-actions all throughout these 11 steps, because sometimes people are convinced after the first, third, or fifth one. So I have a few different buttons that I'll take them down to where they buy the product. And that way, even those who are convinced right away, they can buy right away as well. If you follow these 11 steps, and if you just follow these 11 steps, you're going to be able to buy your product. Go through every landing page you created for your product and check them off one by one. Make sure you have every one. If you don't, add one in. Your chances of being successful selling on your own website will dramatically improve. So I'm Mike McCleary from amazing . com. You want to know more about us and the 39 ,000 people that came to Amazing Selling Machine, just check us out at amazing .com.