If you want someone to take an action, you must get them excited about the payoff they’ll get from the effort they invest.

Even people who do things expect nothing in return, getting an emotional pay off through from doing the thing without expecting a reward, which is a reward and pays off in its own right.

As with every piece of copy you draft your sub-headline should talk about the benefits and the transformation that someone will achieve through their actions.

Describing what their life will be like once they have downloaded and implemented the lead magnet is vastly more motivating that outlining a boring list of what is in the lead magnet.

Picture your perfect-fit client, imagine if they took your lead magnet and implemented it, how would their life change, what would they see hear, and do differently now that they have gotten the results that you know are possible for them.

This “new world” is what you want to describe in your headline and sub-headline.

Bland marketing sucks.

Your job is to repel as many people as you attract. Because if you are trying to please everyone, you will connect with no one.

Jim Edwards, a copywriter, famously said, “Love me or hate me…. There’s no money in the middle”.

Our job is not to serve everyone.

Our job is to find the people we can best serve and get massive results for them. We attract these people by sharing our values, beliefs, and who we are very clear.

People are often afraid to let their personality shine through in their marketing.

Now not alone is this a good thing, but it is essential for profitable lead generation. Not everyone is going to agree with you, not everyone is going to align with your values and beliefs and that is perfect.

You are looking for the people who do align with you. The rest we want to repel.

And for lots more on lead generation, Facebook ads, and launches make sure you check out some of my other posts.

A poor landing page image will kill your opt-in conversion rates.

Many course creators and membership site owners struggle with their Landing Page images.

Unlike SAAS or product-based businesses, we don’t have a demonstratable product. Generic stock photos will very often leave your opt-in page flat and uninspiring.

For knowledge commerce lead generation funnels especially where the business is personality-based, I find that a high-quality, well-shot image of the key person can work really well.

If that is not an option, my fallback is a visual representation of the lead magnet itself.

That could be an image of the Lead Magnet fanned out with overlapping pages or displayed on multiple devices like a Mac, iPhone, and iPad.

Your key to success is testing.

Always have split tests running against each other and a test plan in place. Often the images that I think will do best, tank and the ones that I think don’t have a chance end up winning.

And if you want to win at lead generation, make sure you check out some of my other videos on lead gen best practices for course creators and membership site owners.

This simple step can kill your opt-in, landing page conversion rates.

You’ve done all the hard work, invested in the development and design of your landing page only to dump a button on it with the Call To Action: Register, Sign Up or Submit

First up, your Call To Action needs to be the most prominent element on your Landing Page. People should be immediately drawn to it.

The last thing you want is for your Call To Action button to blend in so I would suggest that you breach brand colors.

You want your CTA button to be bright and to stand out from everything else on the page. It is always a good idea to include an element of the transformation offered in the lead magnet in your CTA.

For example:

Attract More Leads Today

Reduce Your Cost Per Lead

Increase Your Conversion Rates Today

Starting your CTA with a verb also helps increase your conversion rates.

And if you want increased conversion rates and to grow your online business make sure you check out some of my other posts on lead generation best practices for course creators and membership site owners.

If you want to drive your Landing Page Conversion Rates to 60% or above from cold traffic here are 5 tips for success.

One Option and One Option Only

People should only have one decision to make on your Landing Page. Opt-in or leave. Your page has to be focused.

All Information Above the Fold

People need to have all the information they need to opt-in above the fold. They shouldn’t have to scroll to get to the Call To Action. This includes on mobile.

Less Is More

Use subtraction to add to the value of your page. Use 3 words instead of 10. Make it simpler and easier to understand what you are offering. 

Speak In Their Language

While speaking in your voice is important. Using the language and words that your audience uses to describe their challenges, frustrations, goals, and ambitions are even more important.

Test, test, test

You are not going to hit a home run on your first visit to the plate. Testing is essential. Test one element at a time and keep a testing journal to record the test and its result.

If you would like to be able to tell if a landing page will convert well or if it will struggle there is a very simple test that you can run which will instantly tell you. It’s called the 4 U’s Test. Ask yourself is your headline and copy:

Useful

How does this help my visitor? Even without opt-in for my lead magnet have they learned something through their interaction with my copy?

Urgent

Have I given them a reason to act now? Without urgency, people will not act. You have to convince them not just that they need what you have to offer but they need it right now.

Unique

This is perhaps the single biggest downfall of most landing pages. How is what you are offering unique, unavailable anywhere else and why is that of benefit?

Ultra-Specific

Vague promises of abstract benefits are not motivating. Describe in ultra-specific terms how someone’s life will be better when they act.

And hey, if you want to double your results with half your effort make sure you check my other posts.