The Lizard Brain and Beyond: Landing Pages that Convert

The Secret Weapon for Great Landing Pages "Voice of Customer" Ebook Download for No Charge Here   Mel,   The Lizard Brain is the part of your customer's head that responds to colors, subconscious cues...the part that reacts more from comfortable habit and routine. It's the "shiny object" part of brain. It's a powerful organ that every smart marketer will "talk" to.     And that's why so many marketers obsess over landing page layout and design...testing button colors, visual elements, offer box size, and opt-in box placement...to get the lizard brain to respond to the shiny objects and start heading down the well-worn grooves it likes to travel in.   Important work...but it will only get you so far. Your best visitors are your most serious visitors, the ones who will consider your offer with more than just their lizard brain. And they are going to respond to one thing and one thing only...       The words on your page.   The words on your landing page will make or break your conversions.  And great copy does not come from a copywriter...nor does it come from guessing or stealing or swiping (at least not without a needless waste of time and money).    No, great copy doesn't come from copywriters...and the greatest copywriters will tell you that as well.   Great copy comes from your customers.   And Wordstream has put together a short, too-the-point guide on how to use the "voice of your customer" to increase your landing page conversions.  It's free. And they'll even grade your landing page for no charge if you like.   Your customers will tell you how to sell to them if you know how to listen.   Check it out.   Carpe Diem, Perry Marshall       ***NOTE: Please do not reply directly to this email, instead go to http://support.perrymarshall.com     Free Video We manage our emails with Infusion. This Guide and Video explain my secret marketing sauce. If you no longer wish to receive our emails, click the link below:  Update subscriber options   Perry S. Marshall & Assoc 159 N. Marion Street #295 Oak Park, Illinois 60301 United States (312) 386-7459   Having trouble viewing this email? Click here

So Do Hundreds Tremble...

Mel,   Ninety years ago, Claude Hopkins, closed his ageless classic, Scientific Advertising, with a quote from an "old advertising man" who lamented… "The day for our type is done. Bunk has lost its power. Sophistry is being displaced by actuality. And I tremble at the trend".   So do hundreds tremble... What Uncle Claude didn't realize was that "bunk and sophistry" would flourish just fine for another 90 years or so. The Mad Men of brand advertising would still reign supreme, especially on TV, for going on a century. Only with the immediate feedback, quick testing and tracking available with the internet would Hopkins' beloved scientific direct response advertising begin to get some of the respect it deserved in the halls of major advertising houses...and begin to push out the "old advertising man."  But, what sort of "old advertising men" are trembling now...and at what trend? The "old advertising men" who are trembling now are marketing entrepreneurs like me. And maybe you. Marketing entrepreneurs who've realized even old Uncle Claude's hallowed methods can only take us so far... Marketers who've realized that you can't "market your way out of every problem."   Marketers who’ve realized that scientific advertising, taken to the extreme, becomes click-bait headlines on the Huffington Post. You fight the feeling that nobody in the world cares about substance or truth anymore. Marketers who've realized that when all you've got is a hammer, everything looks like a nail. Marketers who've realized that when marketing is your only answer, you're always running on the hamster wheel of product launches or program promotions to hit your monthly nut. Marketers who've realized that marketing by itself will not take us to Chapter 3 of the Great American Entrepreneur Story. Chapter 1 was leaving the Dilbert Cube and laying hold of the first level of freedom and autonomy using our entrepreneurial courage and direct response marketing chops. Chapter 2 was the "Golden Hamster Wheel". We gained a measure of freedom, greater income, but found ourselves trapped on the wheel. Gotta keep scurrying.  Gotta keep hustling. Gotta make the magic happen and pull that rabbit out of the hat every month. Gotta market our way out of every problem. Pound those screws and bolts and rivets with the ball-peen hammer...or the suppliers and affiliates won't get paid, payroll won't get covered... and on and on. Some entrepreneurs are OK with Chapter 2 being the end of the story. Yes, you're still working 60-80 hours per week but you love what you do. Selling energizes you. It brings you deep satisfaction. But, maybe you've wondered if there's a Chapter 3. What does Chapter 3 look like?   I got a glimpse last winter, in Portugal. It looked like working only as much as is needed to get maximum results, then devoting 80% of your day to what Seth Godin calls “Art.” Chapter 3 looks like having ample time to do things you're passionate about. And also playing and recreating. It means devising FUN ways to solve the most perplexing problems in the world, from *outside* the Hamster wheel… rather than desperate salvos from *inside* the hamster wheel. I'm beginning to evolve my own formula for Chapter 3. It won't look exactly like Richard's. But what it will look like for me is: Moving the huge exciting tantalizing mouth-watering projects to the front, instead of leaving them for some “bucket list” that might get looked at on New Years Day. What will it look like for you? More time with your kids? Fewer fire drills? More money for the causes that make your heart burn with passion and compassion?  Greater readiness? Fewer people jerking your chain and pushing your panic buttons? A 9th degree Black Belt in a title fight is completely relaxed, utterly ready. Therefore quick and agile. Whatever Chapter 3 looks like, you won't get there via the hamster wheel of Chapter 2. Chapter 3 requires that you abandon the hamster wheel. Chapter 3 requires that you not only apply 80/20...but 90/10...and 99/1 to everything you do. Chapter 3 requires that you spend less time trying to fix problems and more time choosing which problems to fix. Chapter 3 will ask you to identify, and only invest time and money in, projects and businesses which have the potential to be STARS. Chapter 3 requires equity. Chapter 3 cannot be achieved through marketing skills alone. So do hundreds tremble. On September 28-30, Richard and I will write the outline for Chapter 3 of The Great American Entrepreneur Story. Make it your story too.   Carpe Diem, Perry Marshall     ***NOTE: Please do not reply directly to this email, instead go to http://support.perrymarshall.com     Free Video We manage our emails with Infusion. This Guide and Video explain my secret marketing sauce. If you no longer wish to receive our emails, click the link below:  Update subscriber options   Perry S. Marshall & Assoc 159 N. Marion Street #295 Oak Park, Illinois 60301 United States (312) 386-7459   Having trouble viewing this email? Click here