- Checklist for Selling
Information Products
- Make a sales page
- Most products you get rights to sell, come with a sales page
- If there is a sales page, use it.
- Get the product up and generating sales.
- Add keywords for search engines
- Put META tags for keywords in HEADER section
- Minimally modify sales pages others create
- Don't bother changing formatting, unless is truly ugly.
- Get the page up and selling, first. Can improve it later, if needed.
- Put in your name, contact info, price
- Don't leave other people's contact information in the sales page
- Put in your own page footer, with contact.php instead of having email in text (spammers read web pages to find email addresses)
- Fix major layout issues
- Make legible, don't make it perfect. After the product is showing on the search engines, you can improve the product or the sales page.
- If there is something that makes the page unreadable, it may be easy to fix
- Columns that don't line up may simply need a missing row closing tag
- One tip is to copy and paste the text (keep paragraph tags, not tables, fonts, or styles) from your web browser into a new web page, then apply heading and other formatting, to the few places that really need it.
- Do not spend time making it perfect, until the product is on the web available for selling!
- Fix all spelling or grammar problems
- Fix slang or poor wording for audience
- Your audience might be different than the author's audience
- Write for the specific person you want as a client
- Check that the sales pages communicates clearly to the people who are going read it.
- If the sales page could be read by different kinds of people, make alternate versions of the sales page (and alternate ads directing people to it).
- Each page should speak to one audience.
- Replace sales page when testing shows another is better
- Keep the existing sales page up and running until alternate sales pages have tested as pulling in more sales. Often the "mistakes" improve sales...
- Use software that automates showing different pages, and keeps statistics on which page sold better, or sold better to a given type of prospect.
- If you are writing a new eBook, start by writing the sales page
- Keeps you focused on what the client would want.
- Use other's headlines for ideas for mine.
- "The Ultimate Sales Letter" by Dan Kennedy "
- Advertising Secrets of the Written Word" by Joe Sugarman
- "Magic Words That Bring You Riches" by Ted Nicholas
- Maintain a "swipe file", examples of sales letters I receive that make me want to buy.
- Find key ideas and what grabs you
- Scan through the product and sales page.
- Make notes what questions are answered, why you would want to have the product, what grabs your interest, what phrases call to you, what resonates with you, what is exciting.
- Review the content for key selling points
- What are the key words that convey what the product is?
- What questions does the video address?
- What problems does the video resolve?
- What topics are covered?
- Who is this video for? Why would someone want to watch this video?
- What is unique about this video?
- What does the workshop leader say in the first 15 minutes this course is about?
- What phrases are compelling, resonate with you?
- What hadn't you considered? What surprised or delighted you with a new perspective?
- What did you learn in the video?
- What did people say about the workshop?
- What long-term results did the participants get?
- Make form to get their email address
- To purchase, they have to give you their email address.
- Form on Sales Page or Order Page
- Can get their email address when they give their credit card info. You need the email address to send their credit card receipt.
- You want their email address to continue selling other products to a customer. Existing customers are much more likely to buy something than someone who isn't a customer.
- Consider making a "Coming Soon" ad on web site
- Create interest in the new product
- Have a link on your site so search engine spiders can find the new sales page
- Could have signup form to a "Let Me Know" email list
- Can be a small image link in the top of each page.
- Can be a pop-over box on the main page of your site, if the product is really exciting.
- Where to use keywords in the sales page
- Title tag
The title is particularly important and should include your primary keyword phrase and if possible your secondary phrase.
- Description tag
If your description contains the search term people enter, and it is the first text that Googlebot comes across, then you’ve a good chance that Google will display your description in the results.
- Headings and subheadings.
The <h> tags that are used throughout an article should contain keywords. Say "Other WordPress Templates" instead of "Other Resources"
- Body copy.
Know what the keyword phrases are that your clients would use to find your product or service, and use them, in natural places, on the page.
- Links on the page.
The words used in live links tell the search engine what ‘this page’ is about and also what the ‘linked-to page’ is about.
- Link title. Using the link title option in writing a link also gives an opportunity to repeat keyword phrases. In the HTML code, this looks like <a href="http://www.wordtracker.com" title="Wordtracker - the leading keyword research service">Wordtracker</a>. In the browser, this shows up as a tooltip.
- Link to other pages on your site using the keywords you want the search engines to use
- Alt text. For every image, write an alt tag, good for both accessibility and optimization.
- Additional Ideas for Using Keywords
- Quotations or pull quotes are short meaningful quotes from key individuals and you can have about 1-3 in a standard article of 1,000 words.
- Interviews, where you show both the question and the answer, let you easily repeat keyword phrases.
- Bulleted lists within the body copy let you repeat keyword phrases so that they don’t interfere with the reader’s enjoyment of the article
- A resource box at the bottom of an article is a good way to mention all the links and resources mentioned in the body copy.
- A "takeaway box". These are usually a summary, “The main points in this article are ...”
- Testimonials from satisfied customers. These are mostly used in sales pages but can also be incorporated into article templates.
- Signature box at the end of the article. Present your company and what you do for clients.
- Make a download folder
- Create the folder on your web host
- Subfolder of your \downloads folder
- Random folder name, impossible to guess
- start folder name with the product initials so you know what is there
- Copy index.php for this product's download folder
- Can be an empty file (purpose is to prevent browsing the files in the folder)
- Make a copy of index.php from the download folder, into this product's folder. If someone tries to browse the downloads folder or any subfolder, they get dumped back to site main page
- <?php
$var = "http://".$_SERVER['SERVER_NAME'].":".$_SERVER['SERVER_PORT']."/index.php";
header("Location: $var");
?>
<!DOCTYPE html PUBLIC "-//W3C//DTD HTML 4.01 Transitional//EN" "http://www.w3.org/TR/html4/loose.dtd">
<HTML lang="en">
<HEAD>
<TITLE>Lerner Consulting, Inc.</TITLE>
</HEAD>
<BODY>
Please go to the <a href="/index.php">main page</a>
</BODY>
</HTML>
- Test that index.php works
(can't see files in folder from web browser)
- Requires have .htaccess correct to execute index.php
- modify .htaccess with DirectoryIndex index.htm index.php index.shtml index.html
- Later, will put the order fulfillment page and download package here
- Make a download package
- Include the ebook, sales page, license info
- Make file names in the package that are descriptive to the customer
- Explore all zip files in the package, remove duplicate files.
- Often download packages are repackaged collections.
- You may even have bonus eBooks contained in the package (if so, promote it)
- Smaller downloads, less confusion for customer
- Put all files in a single .zip file. Exception: consider having each movie or large music file in its own file to keep download size down
- Give the download files un-obvious names (the only way that your customers would download it is via the sales page purchase link, make it hard for thieves to steal it).
- Note: the download package has a random name, but the contents of it have very clear names.
- Use folder names that simplify installation (for example, put images in an "images" subfolder) so unzip can put files where they belong
- Include a ReadMe.txt that tells the customer what to do (read instructions.txt to install the package, etc) and has your contact information
- Copy download package to server
- Put it in the download folder you created above
- Make an order fulfillment page
- Put it in the download folder you created above
- Thank you for your purchase, to download click here
- Include your email address, for customer support, and to meet ClickBank/PayPal requirement
- Include links to required software, including Adobe Acrobat or WinZip
- Include "Read the installation instructions, included in the .zip file"
- Test the order fulfillment page
- Load the delivery page in your browser, make sure looks good.
- Confirm the download link works.
- Confirm lets them know what will appear on their credit card billing statement.
- Confirm has your contact information (Name, email, and perhaps phone number)
- Confirm has links to everything they will need to use all items in your package (WinZip, Adobe Reader, iTunes)
- Create a Paypal button for the product
- Required you have order fulfillment page in place before make PayPal button,
- Use encryption, or anyone can see where your delivery page is!
- Have PayPal return the customer to the order fulfillment page
- Put PayPal button on Sales page
- Do not change anything, paste the code Exactly as PayPal generated it.
- Upload sales page to web site
- Put link to sales page on main menu
- Add link to sales page on blogs (yours, plus appropriate other blogs)
- Add links to sales page in social networks
- Make press release for new product
- Press Releases (especially prweb.com) get you links from other sites without you having to trade links. Generates traffic and increases value of your web site. Have links with anchor text in the press release.
- Add audio clip to the sales page
- Use Audio on Your Website Landing Page. Your website is your gateway to connect with people. But most entrepreneurs miss this huge opportunity to develop trust. Instead of a static, boring landing page why not add an audio message from you? It's like welcoming people into your home - greet them with enthusiasm. Here's a sample of the message I use on my landing page. To hear it live go to http://www.infoproductguy.com "Hey there it's James Roche, The Info Product Guy calling in from beautiful Fort Lauderdale, Florida and if you're looking for information on how to create info products and a marketing strategy that makes you money, you are in the right place. I'd like to give you FREE instant access to a couple things here. The first is my free Special Report - it's called "3 Simple Secrets to Creating Info Products that Make You Money." And I also want to give you a FREE subscription to my bi-monthly ezine that I publish. It's called, "Info Marketing (...without thinking too hard!)" It's got tons of great tips and strategies for you and your business. Just enter your name and email in the boxes below and I'll send you all the details within 5 minutes via email. So fill that in and click the button that say's "Claim my report now" and I will see you on the next page. I'm looking forward to giving you information that will change your business and change your life."
