How do prospects become customers online? It's all about an effective marketing funnel. So that begs the question…
Do you have a plan for attracting new customers and then leading them by the hand from the point where they're just discovering you, to the point where they feel familiar enough and trusting enough that they're willing to part with their hard earned cash?
If not, then there's a good chance that you're driving your visitors away before they've even had a chance to know what you have to offer. If your landing page is currently positioned to sell right off the bat, then you're probably putting most people off… and you're not even collecting any of their contact details before they do.
The Lesson Of The Art Salesman
Imagine that you're out about town and some guy approaches you on the street with a painting and offers you to the chance to buy it for $5,000. What do you do?
The vast majority of us would say ‘no' – even if we liked the art. Why? Because we don't know anything about that person and don't know if we can trust them. Plus we don't know anything about the artwork, the artist, it's value or anything else beyond what it looks like. Then there's the even more fundamental fact that we might not be in the market for buying art. Maybe we don't have a place to hang the painting. Maybe we don't have $5,000 to spare. Maybe we don't even like art.
Well this is exactly how a vast majority of websites operate. If you are driving traffic to your site and then trying to sell, you're essentially trying to get someone to hand over their cash with zero context and zero targeting.
The Better Approach To Selling Art (or Designing Landing Pages)
So what does the smart art salesman do? For starters, they hand out fliers rather than trying to sell right away. They've got your attention and now they're actually going to do something useful with that by establishing contact so they can sell to you in future.
At the same time, they should stand in the right place, like outside an art collectors event for example or an art museum.
And instead of trying to sell their $5,000 painting right away, maybe they should try and sell something less expensive to start with. Now they're gradually building a relationship and building trust. Only then can the start trying to sell the $5,000 painting.
Model The Warm-Up In Your Business
This same lesson applies to the way you design your online landing pages. And it's a formula that works in just about any type of business. Want to discover the complete formula for yourself? Check out our case study video on how to automate your marketing funnel to get more leads and make more sales like clockwork.
