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You get a prospect’s email, and they get your helpful information. It’s a win-win for everyone!
Irresistible opt-in offers and content upgrades include:
Create a killer piece of content on a topic that your audience wants to know about, and they’ll be banging down your door.
That’s exactly what we did at CPI. Here’s how:
We had a few eBooks on general topics that did pretty well. But we wanted to see something amazing happen in terms of:
De-escalation techniques was one of our hottest keywords. Heath had been experimenting with a couple different PPC landing pages for that keyword for quite awhile.
So I decided to boil down a few strategies from our training course into simple takeaways to help people do their jobs better — and to help them want more. I wrote an eBook called CPI’s Top 10 De-Escalation Tips.
The next step was to try something totally new. We had just been to Inbound Marketing Day in Milwaukee, where Oli Gardner of Unbounce presented on CRO. As a result of his talk, for the first time ever, we omitted all extraneous stuff from the landing page. We went for the 1:1 attention ratio, and I wrote ultra-streamlined copy to sell the download.
There’s a screenshot of the landing page below. The page has been a game changer in CPI’s content marketing. Visitors who search for the keyword click my ad copy, head to our groundbreaking (for us at the time) page, and grab CPI’s most popular eBook.
During its first month, we got a record number of leads. That’s especially powerful because launch month happened to be June, when our education market heads out for the summer. That is, not only did this landing page and eBook grab our healthcare market. Not only did it grab people in human services, dementia care, juvenile facilities, mental healthcare. It also grabbed educators who were on their way out the school doors.
Averaging 674 conversions a month, this page is hot. As Heath says, “Visitors fill out forms at a higher rate when Erin’s copy convinces them to get a resource.”
“Erin makes my job much easier. And, she makes me look good. My SEO and PPC work flourished when I started working with her. She seamlessly applies SEO basics to her engaging writing (she’s comfortable with the Moz tool!), and we rank well for a ton of strategic keywords because of it.”
Our experiment worked so well that I wrote new copy for all our landing pages. They all follow the proven framework. I then went on to write several more guides so CPI’s leads have loads of key strategies to help them solve problems. Those eBooks sizzle too, heating the leads up for sales. And CPI continues to rock Oli Gardner’s 1:1 ratio for landing pages.
It all starts with an ultra-well-written piece of expert content. The next step is eye-catching ad copy. And then you need a powerfully persuasive landing page. PPC skills like Heath’s are critical too.
I write powerful copy that pulls leads in like a vortex.
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