Do long, cheesy sales pages actually convert?

0
June 21, 2016

I am fairly new to IM and see alot of people pushing long sales pages full of pros for the product, testimonials and "buy now or forever lose out" text, videos etc.

Personally, it screams out "scam" to me, but are there people out there who look at them and think "shit, I am lucky as hell to see this. Take my money!"?

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0
June 21, 2016

In my experience (as an affiliate, having promoted and still promoting

large

numbers of ClickBank products in 9 different niches) they

can

convert well, but their conversion-rates seem to be roughly in

inverse

proportion to their "cheese" content.

Perhaps not surprisingly?

The old-fashioned "screaming headline in bright red with every word starting with a capital letter" tend

not

to convert for me.

Fake scarcity and fake urgency

don't

convert for me.

Income claims and cancer-curing claims

don't

convert for me.

Hype

doesn't

convert for me.

But more subtle ones

of the same overall, single-long-page design

can convert

very

well. (And

way

better than video!).

Mostly, it depends on their content and on the copywriter's skills.

http://www.warriorforum.com/main-int...ml#post2161932

.

0
June 21, 2016

I'd say it all depends on the type of list you have, or the type of the traffic you buy/send etc

if the list you have , is built fom these type of offers, it will convert faily well...

but as Alexa mentioned above, "Mostly, it depends on their content and on the copywriter's skills"

0
June 21, 2016

Thanks very much for your quick response. Also bookmarked your linked to comment about selecting the product. I have also sent you a PM - hope you dont mind!

0
June 21, 2016

I get where you are coming from. Even as new or intermediate internet marketers our scam alert goes up when we come across these cheesy sales pages but think about it, why would so many people be doing them if they didn't convert. I guess there is a middle ground reached by the successful sellers where they don't do too much but just enough copywriting to get people to buy.

0
June 21, 2016

This is actually a fascinating subject. I don't think anybody can definitively say what will or won't convert in general. As Alexa said, certain things don't convert for her, but that's just her own experience. Mine may vary. In fact, my very first product back in 2006 had a big stop sign at the top of the sales page. Talk about cheesy.

It converted.

One affiliate did 100 sales in his first month. Add that to the 100 I did personally and that's 200 sales first month between 2 people. My product went as high as number 46 at the Clickbank marketplace.

The sales page looked like crap.

But the message? I wrote the hell out of that thing and THAT'S what converted.

Would that same type of page convert today? I don't know. I'm not in the MMO market anymore so I don't bother with that stuff. I've moved onto a niche where I don't feel I have to be as over the top. In fact, the product will pretty much sell itself when I get it done.

Ultimately, I think it comes down to what the product is, what it will do for people, and how well the copy is able to get the benefits across to the prospect. And I don't believe the amount of hype or lack thereof is going to make that big a difference if the main message is on target.

0
June 21, 2016

In internet marketing,

sometimes

(actually quite often!) the answer to that is as simple as "because everyone assumes that so many people are using them because they convert, very few people test them, and they just become assumptively self-perpetuating without necessarily working well at all".

That's why some people carry on using all this idiotic nonsense like "only 9 copies remaining" (for a PDF?? On ClickBank?!) which understandably drives most of the customers away because they know the vendor's a liar.

In other words, sometimes everyone's using them

just

because everyone else is using them. That does happen, with a

lot

of things, in internet marketing!

But not necessarily in this case, I think - these

do

actually convert targeted traffic well, if they're well-written and

free from hype, tricks and deceptions

.

The "scammy-looking" ones barely convert at all.

Those are often owned by inexperienced vendors who have either tried to write their own sales page by copying other badly-converting ones, believing that "these things must work", or have sometimes had the misfortune to encounter people

pretending

to be copywriters (often, in those cases, because they wanted to buy their sales page copy for $300 or something, not realising that a long sales page will typically consume

many

days' work for a professional copywriter, and not themselves really being able to distinguish between a copywriter and someone pretending to be one

).

.

0
June 21, 2016

I have been copywriting, creating and testing my own long form copy and web pages for over 10 years now, in many different markets.

First a couple of comments.

The market generally decides which form of presentation it will respond to. I saw the conversion results from a long and comprehensive golf market test last year. The golf market - it would seem from the test results - prefer the long form sales letter type of presentation rather than the same information presented in a video.

The shorter the space to present your message the more you have to smack the reader between the eyes with your message. So, in classified ads for example, you need to have a very powerful message in a short space. This makes perfect sense, and is backed up by results.

These are my general results.

  1. "Cheesy" copy is different from powerful copy. Powerful copy is emotive but believable. Cheesy copy is just that. It makes you think "Yeah! Right?"

  2. Presenting "Proof" is the thing that converts. Your proof MUST be believable. In the past I have actually reduced the claims in the sales letter for clients and gained a larger conversion. This is because the original product test worked spectacularly well and the results were just ... well, unbelievable.

  3. The market you are in decides what kind of presentation it wants.

The IM market (that is, the "make money online" market) is very special. Never in history has there been a market that has been so exposed to every imaginable form of copy and presentation. And, never in history has there been a market that has been driven to be so jaded and cynical so quickly.

There are so many people in the IM market who are unskilled at copywriting and immature in marketing. They think like this. "If 'X' converts then 'More X' must convert better." We have seen this time and again. If a bonus ebook worth $20 dollars increases conversions, then 200 ebooks worth $40,000 must convert more. If a webinar of 30 minutes converts, then a webinar of 3 hrs must convert more. If a free course worth $47 dollars gets sign ups, then a free course worth $850 must get more sign ups.

This has happened time and again in the IM market, and speaks volumes against the skill, maturity and experience of those who poison the market with this kind of thinking.

0
June 21, 2016

I think a lot of people like yourself are becomaing very suspicious when a sales page throws exaggerated claims in your face like that. That's why i really believe that these type of sales pages have decreased conversion rates than some years back.

I think people really want proof these days something works, not just words.

The result of that is that retargeting is becoming very popular. People hardly buy anywmore the first time they get to a sales page and first look for reviews, proof, maybe even case studies on forums etc.

0
June 21, 2016

Actually the conversion ratio depends on many variables not only on length of the salespage or the amount of cheesy it is. some of them are in no particular order

Describe Benefits Clearly

Include Real Testimonials

Make It Easy for People to Contact You(after sales service)

Offer a Guarantee(refund)

convincing Call to Action

Your Unique Selling Position

Photos an A/V media

Killer Headlines

Bonus

and many more like how targetted your traffic is, etc.

0
June 21, 2016

I asked this question in another forum over 10 years ago ... and they're still being used a lot, so I guess the answer would be a yes, to a large degree.

0
June 21, 2016

The longer time a visitor spends with you, the more chance you have of him buying from you.

But this doesn't mean to just hype something for the sake of having a long sales letter.

If you can provide a lot of proof, then do so.

People will search for reasons not to buy, so you as skilled copywritter must answer all their concerns and questions in the sales letter.

0
June 21, 2016

What do you call cheesy? Outrageous claims like, Ninja strategies? Dirty little secrets? Done for you? No heavy lifting? Legally steal? Weird tricks. I've noticed one of the new adjectives describing MMO stuff these days is "weird." Bikini babes standing around a Ferrari with cash swirling in the air?

This stuff still works. It may have been watered down some from the glory days of cheesy sales pages but it still works in certain markets. Stroll over to the WSO section and have a look around. I saw an offer recently where the vendor was promising some ungodly reward for only 15 minutes of work per day. I clicked and there were lots of responses and lots of sales. The copy was as cheesy as it comes.

The answer to your question is yes, in some markets cheesy not only works, the target audience expects it. Though they don't think of it as cheesy.

0
June 21, 2016

I would like to know how these strategies can apply to real product, real services. Not just another E-book. Don't get me wrong, they are nice, and very informative, quite helpful. But Can a cheezy squeeze landing page bring profit to a brick and mortar company?

0
June 21, 2016

I can't stand those long sales pages. They are a complete turnoff and I never understood why so many people like them. I find that it's much more effective to just get to the point.

0
June 21, 2016

Yes long "cheesy" sales pages convert. They're not cheesy though. Imagine that you ran a large company with a bunch of sales reps. The sales reps that make you the most money are the equivalent of the cheesy sales letters that get you the most sales... and that have hype and flamboyancy within them. It's all about style and how you come off to people.. Copywriting helps too.

0
June 21, 2016

Ok here is my 2 cents...

I'm do copy (sometimes) I can tell you that the word "cheesy" is very subjective.

I find that when you start to get to a "chessy" level, its mainly because some copywriters often

stray from conveying their message and start to use an excessive amount of hyped up words

to try to sell you on the product. However not all long form salespages are cheesy.

Long sales pages work when you are following a formula and using that formula convey the message

of 7 second headline, what this is, why you need it, what it will do for you, closing, CTA.

I have wrote sales pages in long (20 pages) and short format and seen both models works but it's

all about staying on that flow that keeps your eyes following the text.

When it becomes "chessy" is when the copy isn't engaging anymore..

0
June 21, 2016

Here you are grouping a FORMAT as meaning "scam" and I'm sure

you have your reasons. But infomercials also follow a format, are

they all scams?

Long sales letters do work and always will--as a FORMAT. What makes

the difference is the CONTENT.

-Ray Edwards

0
June 21, 2016

Ian is right: the biggest, most important component is your audience. THEIR needs, THEIR expectations, THEIR wants, THEIR level of skill and sophistication will drive what works or doesn't work.

Whether or not something is "cheesy" is purely subjective. What's cheesy to you may not be cheesy to someone else. That's why it's so important to focus on your market and ignore your own beliefs about a particular sales page. The real question is: "Does it convert?" Meaning, does your audience find it believable and your product or service attractive enough to buy?

That's all that really matters.

Also, IM is a bit unique: we're mired in this stuff all day long so it's even harder to convince us. The IM market is incredibly incestuous: IMers selling to other IMers and nobody believes anybody! So it's quite a feat for someone to sell to this market successfully and believably.

The very same type of copy and sales devices that may not work on us would work in almost any other market. Obviously, the copy has to push the right buttons and be believable, but as long as it focuses on something your market WANTS, it will work.

I've bought from sales letters in different markets that I might not have bought from in the IM market. In other words, the letter used nearly identical language, format and copy devices, but because it wasn't the MMO market/info, I was less skeptical and bought immediately.

We tend to over analyze IM and MMO info and sales letters in a way we wouldn't in any other market.

I despise the incestuous nature of IMers selling to other IMers. So I got out. (Actually, I was never in that market to begin with.) And life is much better!

Michelle

0
June 21, 2016

When I was a n00b back in the day, I used to get sucked in by sales pages and bought several products I thought would help my problems. However, I was young and didn't know any better. After learning IM techniques and Madison Avenue advertising, I learned people tend to believe what they are told and yes these pages do convert to certain groups of people.

0
June 21, 2016

Take away the word "cheezy" and the answer is an emphatic yes.

Long form presentations are successfully selling things like insurance, investments (not just forex bots), mortgages and more.

It does take more than a landing page, especially a "squeeze" page to bring profits. But a good one will keep people moving through the gates, where you get a chance to strut your stuff. One good example is a purely sales-oriented autoresponder sequence, which is often simply a long form sales letter broken down into a series of emails designed to lead to a buy button.

Good sales copy of any length has to meet the prospect where they are. Those little handwritten signs ["We buy ugly houses for cash!" and the like] look cheesy as heck when you're driving down the road. But if the property taxes are overdue and the foreclosure date is getting near for you, those little signs can be very attractive (and effective).

Don't confuse the tactic with the execution. You see so many poor executions in the IM/MMO space because so many people with so little knowledge have such easy access. So they copy something that they think is working without knowing why it's working, then wonder why it isn't working for them.

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