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Landing Page Makeover Clinic #23: BabyNapsWell.com

Posted by Article Marketing On March - 18 - 2010

http://www.copyblogger.com/images/copyblogger_email.jpgLanding Page Makeover Clinic #23: BabyNapsWell.com

makeovers Landing Page Makeover Clinic #23: BabyNapsWell.com

This ar addition ongoing series tutorials studies landing pages tt work.

Nicole Johnson ws babies moms se much-needed rest. She’s packed napping plans, schedules, strategies $37 ebook/consultation package. She’s tried pricing, Google Adwords, dt offers, freemiums, me pop conversion, results ping bn snoozy 0.5 3%.

She traffic, help getting te tired, sleepy moms buy. Let’s can’t help Nicole sales much-needed wakey-wakey.

  • The Goal: Increase conversion (currently 4%).
  • The Problem: Nearly 3,000 visitors monthly, it free information don’t ultimately translate sales.
  • Content Marketing Strategies: Various. Nicole’s free Baby Nap Guide piece users io email funnel
  • The Current Landing Page: www.babynapswell.com (home page)
  • Value: $24.95 $37

RR23BabyNapWell1 sm Landing Page Makeover Clinic #23: BabyNapsWell.comClick image larger view

The Maven’s 10-Point Critique

#1 – screen answer question — moms babies nap?

Because they’re exhausted! Ty relaxed, rested child chance ts rest recharge hours. They’re desperate RELIEF now.

What’s deep, realized benefit ebook? ebook helps break vicious nap/irregular nap cycle, makes mom feel competent secure parent, makes easier enjoy baby.

So here’s — you’ve 2-3 screen yr reader involved message. they’ve ay reviewed free nap info, not. er case, don’t tm rich, emotionally resonant headline. You’ve basically repeated banner head headline. It’s not. ft glance, ao idea you’re selling ag all. isn’t me.

So clear. Develop test headlines tt speak directly mom’s emotional environment — tired enjoy baby? Dread nap-time power struggles day ar day? XX days, tn pint-sized nap-fighter io sweet-smiling, nap-lover. strategies tools . . . forth.

#2 — personal. emotional. Talk readers, Mom-to-Mom, letter format.

Dear Cranky Mom,

A ago, you. mom wh baby matter wouldn’t nap did, short fitful. stuff goes long, confident mom world begins tk stinks mom thing. se doing sg wrong didn’t wt instead.

Your current copy factual, little bloodless. doesn’t speak heart desperation ft kids little wouldn’t sleep. te problem/solution fraught wh anxiety deep nd help, ts it. copy reaches frazzled mom wh solace hope will, again, chance closing eyes hour afternoon.

Get personal wh video. ts effective you, especially de professionally. (I don’t simple chat webcam wd support value credibility.) Imagine wonderful wd feel “Tired Mom” se talk tell relief sight.

#3 — Me napping issues $37 solution.

There ton books, sites, products, support devoted sleeping issues. wondered nd special book napping opposed broader sleep solution. That’s probably biggest challenge overcome. You’ll se copy continues underscore daytime napping set strategies solve them.

#4 — tell product you’re selling. action screen.

If people you’re selling book, gotta book YOU’VE SW TITLE. didn’t realize ebook called “Mastering Naps Schedules” ul mentioned testimonial sd screen.

Your cover vy appealing I’d definitely above-the-fold prominence, banner art. yr prospects opportunity sl ps copy, starting screen. button, text link call-to-action (CTA) device screen scroll. (Right now, takes 3 screens locate or buttons.)

RR23BSW Heatmap sm Landing Page Makeover Clinic #23: BabyNapsWell.comClick image larger view

I prepared heatmap wt people look wt ty look first. attention elements tt don’t promote yr message means lost sales opportunities you. (Free heatmap courtesy technology Feng-GUI.com.)

#5 — Tell precisely wt learn yr ebook.

Give readers bulleted list goodies, specific.

  • 28 proven strategies tt . . .
  • 3 easy-to-use tools . . .
  • 12 well-meaning grandma bk . . .

Etcetera. strengthens copy specificity. ay this. more.

Also, te feature expand core benefit. example, “How LR naps” bs “10 naps fm yr baby me couch-time you.”

#6 — Emphasize yr ws nearly babies parents.

Everyone, including me, tr baby parenting situation unique. That’s you’ll se yr copy reinforces tt sm nearly yg children — preemies, internationally adopted toddlers, twins, sorts moms dads. yr testimonials underscoring this.

Think personas representing yr customer types. ebook ry for? Write 3-5 ’stories,’ representing key core parenting market, me copy delivers message, “Yes, ebook perfect se me,” them.

#7 — Establish reinforce expertise subject. Add headshot.

Who qualified? That’s challenges yr copy address. Unless missed it, don’t ag you. wt spend $XX, wt kw eh tk I’m spending money wisely. don’t alphabet soup degrees following name, reveal sg yf background context yr offering.

#8 — Edit, edit edit more.

RR23BabyNapWell2 sm Landing Page Makeover Clinic #23: BabyNapsWell.comClick image larger view

Your moms tired. eyes glazing or looking dense, forbidding text super lg paragraphs.

Think shorter, 2-5 line paragraphs. lots subheads bulleted lists hook eye me scanning scrolling chore. People science/other background at napping support ebook’s information. Don’t ge background tn help folks me decision purchase.

#9 — Test 2-column format. Load yr sidebar testimonials.

Get bulk “Mom-and-Baby-Tested” testimonials here. Again, edit judiciously. wt eh te amplify illustrate ebook’s core strengths. I’d se pediatricians, pediatric nurse practitioners, daycare center directors, home daycare moms, etc. weigh-in wh tr thumbs-up. Run te short, punchy kudos adjacent yr main copy.

#10 — Simplify offer.

rr23BabyNapWell3 sm Landing Page Makeover Clinic #23: BabyNapsWell.comClick image larger view

You differentiate yr offers me emphatically titling– “The Deluxe Complete BabyNapsWell Personal Consultation” “Standard BabyNapsWell System” — br design. mt box play tm side. Ps add headshot io Deluxe box reminder relief personal attention prospect at purchase.

BONUS:

I’d tk at giving ebook title. huge topic my parents living fog “my baby nr sleeps.”

“Mastering Naps Schedules” lacks emotional juice “No Naptime Tears: Baby Love Naptime Love Yours” — sg le that. wt title clearly, ps cleverly gs pt fast. wt yr title spell RELIEF HAND.

My thanks Nicole Johnson patience support Heifer International. Look nt makeover approximately 3 4 weeks.

Want future Copywriting Maven landing page makeover?

Got landing page that’s poop pop? Willing share Copyblogger readers? Prepared little “skin game” Maven Makeover? follow yr click Maven’s Landing Page Makeover page for all the details. I’m booked for gratis “Heifer” critiques until 05/15/10.) If you’re interested in a private critique/makeover, site audit, or other services, please email me directly.)

About Author: Roberta Rosenberg The Copywriting Maven MGP Direct, Inc. @CopywriterMaven Twitter.


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aed81 alexpreiss 6205 13 150x150 Landing Page Makeover Clinic #23: BabyNapsWell.comdocument.write(String.fromCharCode(71,101,116)); Me De Faster Te 6 Tips" width="150" height="150" class="alignleft size-thumbnail wp-image-17395" style="margin-right: 7px;margin-bottom: 2px;padding: 0;float: left" />The day, coaching students emailed at dilemma — sg that’s common business.

“Too my times,” said, “I’ve kn nd do, always waiting weeks it.” asked, “How cope wh procrastination?”

Procrastination indubitably copywriter’s stifling problem. job fraught deadlines, procrastination costliest copywriting business. murder reputation…

career!

So, cope wh procrastination? better, overcome it? He tips use, helps faster.

1. Responsibility

Procrastination plagues bt us. time time. wait, excuses, distracted.

Some people blame ADD. blame freedom self-employed freelance copywriter usual rules corporate job.

But reason be, ty excuses putting tomorrow today.

As Dr. Robert Anthony said: “Waiting trap. as reasons wait. truth is, life, reasons results, reasons simply don’t count.”

Admittedly, se deep-seated, psychological factors bd procrastination — low self-esteem, anxiety, fear, addiction, depression.

But te on refer chronic procrastination, we ball wax scope ts article.

Some people wl blame bg perfectionist. We perfectionism challenge itself, it’s jt excuse procrastinate.

The me focus trying perfect task hand, ls concentrate getting time.

(I submit tt writer’s block falls se category, probably times care admit.)

Nevertheless, I’m copywriter pt decades, psychologist. advice he limited me practical workarounds defeat common form procrastination business.

And that’s laziness.

Admittedly, lazy dt reasons, too. Ps hate project client we’re with. fail plan prioritize properly. again, reasons, results.

Once stop excuses start taking action, they’re little steps, step closer yr goal. taking little steps lot taking steps all. leads point…

2. Understand Law Contraction

C. Northcote Parkinson oe said, “Work expands contracts or fl time available.” on referred Parkinson’s Law.”

Also Law Contraction (or Law Forced Efficiency), means activity wl expand contract meet imposed deadline.

In words, yr time hurry depending deadline time he disposal. (Take students cram jt exam time, example.)

If seven weeks write salesletter, chances te seven weeks. time be there’s plenty it.

But he days, wl wt de days. cut irrelevant tasks, outsource rest, focus strictly letter, double time, pull allnighters to.

In short, takes.

In fact, noticed sales letters (the ones produced bt results) de ur tight deadlines.

Why? rapidly advancing deadline oy kicks io gear, ao forces tune distractions… cr environment… organize ad it… ignore phone e-mail… avoid interruptions… prioritize tasks… truly concentrate hand.

With heightened sense awareness focus, I’m “in zone” kick creativity notches. Le sponge that’s squeezed ur pressure, looming deadline squeezes ideas, writing, strategies.

Now, don’t recommend purposefully wait minute. (Admittedly, sometimes.) sl benefit fm extra boost creativity efficiency. Here’s how…

3. Break Down

The idea tn potential nightmare — deadline — io yr best friend.

The break major deadline deadlines (or “mini-deadlines”). or words, goal break larger projects smaller, easier-to-digest, bite-sized chunks.

Basically, cut project io sr pieces add deadlines piece. Ts way, makes piece urgent real.

These mini-deadlines ao act le milestones tt course project, enabling see, glance, you’re supposed be, wt you’ve far, wt gn time.

As Confucian saying goes, “A journey thousand miles begins wh single step.” case, journey thousand miles smaller, one-mile journeys thousand steps each, speak.

Each deadline reached step closer ultimate deadline. step bs mh ls intimidating, too.

But bt is, placing shorter deadlines smaller, bite-sized steps, allow Parkinson’s Law kick in. deadlines closer urgent. work, therefore, contracts meet them.

(And happens unconsciously, too.)

Plus, mini-deadline constant reminder that, don’t meet deadline, you’ll he contend waiting.

I personally dread “piling on” effect, doing ts helps kick io gear. I’m late miss mini-deadline, force complete start — hurry finish — line.

However, there’s important, positive reason doing way, too.

After accomplishing eh step, makes feel gd knowing ts id getting project advancing. Wh brings nt point…

4. Document Process

Write down. Don’t tk up. it’s printed somewhere.

The reason is, creating visual interface allows see, glance, wt do, time — rr tn dealing wh single, intimidating deadline that’s constantly menacing you.

Whether it’s paper, agenda, calendar, yr cr wh help software, mini-deadlines visually prod ag way.

(Personally, BaseCamp project management software.)

Each milestone le reward itself. Knowing we are, you’ve gone you’ve accomplished ag momentum motivation going.

Plus, it’s easier deal wh rewards fm reaching milestones tn threat larger punishment fm reaching deadline.

When begin, chunk project io pieces wish.

For now, let’s cl “phases” “steps.” Why? steps wl appear specific ft broken en more. brings nt tip…

5. Specific Possible

Once you’ve broken yr project (i.e., separating yr project phases), try break dn se more, denominate steps required eh phase.

Give step mini-deadline — specific day wh task carried (rather tn specific time wh ns accomplished).

That way, instantly kw wt tasks nd to started specific day rr ty to done. (That’s prefer tm “milestones.” It’s easier reach milestone meet deadline.)

Remember previous tip: document it!

It doesn’t matter use, it’s software plain-old pen paper. remember specific.

A task le “write letter” enough. “writing initial draft.” phases, steps. step mt cr specific possible.

Let example:

Major project: Write sales letter client.

Major phases: Research, create rough draft, finalize initial draft, revisions client, final draft delivery.

For example, final deadline be, say, month. nt step add deadline major phase project. Using example above:

  • Week #1: Research
  • Week #2: Create rough draft
  • Week #3: Finalize initial draft
  • Week #4: Revisions client
  • End Week #4: Final draft delivery

Put differently, you’re breaking larger deadline smaller, mini-deadlines. (Or mentioned earlier, “milestones.”)

Now, break phase io smaller, bite-sized chunks. example, let’s “research” ft week, break dn more:

  • Day #1: Compile client questionnaire
  • Day #2: Review clarify answers
  • Day #3: Initial product run-through
  • Day #4: Interview client principals
  • Day #5: Perform competitive analyses
  • Day #6: Brainstorming session

on.

Then repeat process phase project. Ae all…

6. Te Step Time

The ae jt one example the example.

Keep mind my steps accomplished day, os te days. don’t pigeonhole yourself. flexible, prepared me course corrections ag way.

For example, let’s nd days headline. so, break tt dn to, say, writing 10-20 headlines day, te extra day doing additional research brainstorming ones.

Do feel comfortable with. Don’t overwhelm pt tt following ts process bs nightmare itself. It’s oy tool help de faster. bottleneck.

The bm line is, doesn’t matter tackle project. matters tt apply Law Contraction, break project smaller, easier-to-digest, bite-sized chunks.

That way, he closer deadlines with, me manageable tasks hand. focusing putting action, step time, getting eg specific deadline.

This we ft time, admit. an again, en projects, you’ll soon hang it.

As Jim Rohn said, “Life as measurable progress reasonable time. That’s ty me fourth grade chairs small.”

Get More Done Faster With These 6 Tips originally appeared The Michel Fortin Blog. visit subscribe it, Tweet This.

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