You can see resources related to this video at https://MECLABS.com/FastClass05
In Session #5, Flint teaches the most effective way to determine and structure the objective of our webpages.
Here are some of the most important insights from this class:
• Too often, our campaigns and their messaging are dominated by a social dynamic rather than a science dynamic. Our collateral suffers a “designed by committee” process and thus speaks with the disjointed voice of compromise.
• The customer’s desires are more vital than the company’s categories.
• Don’t ask before you have communicated enough perceived value
• The customer forms two conclusion sets: about you and about the offer.
You can watch the full video above, or jump ahead to these key takeaways:
00:00 Customer-First Objectives: Discover a three part formula for changing your webpage message
00:20 What is the objective of each page?
00:42 Which page produced the highest conversion?
00:54 The number one reason our pages fail: We do not focus every element on the right objective.
01:22 What is the most effective way to structure the objective of our webpages?
02:10 70% of our signal set (web pages) should be focused on a single objective.
02:30 Learn a three-line heuristic that will help you structure an effective objective.
03:30 The key to transformative marketing is a transformed marketer.
03:43 First Question: How are we going to help (our prospective customers)?
04:45 When what you want comes in last in your mind, the customer comes first in your work…
07:35 The customer’s desires are more vital than the company’s categories.
08:06 The customer forms two conclusion sets: about you and about the offer.
09:28 Use the geography of the page to guide the chronology in the mind.
To get immediate help with your marketing challenges, just contact Flint and his team: F.McGlaughlin@MECLABS.com
To learn more about customer-first marketing, you can listen to the podcast discussion that accompanies this Fast Class video at https://youtu.be/ymnLjz6TUgY
This is session #5 from the online training “Become a Marketer-Philosopher: Create and optimize high-converting webpages” – https://meclabs.com/course/. The course is fully underwritten by MECLABS, with no monetary cost to participants.
Editor’s Note: This session includes a Classic Case Study. Sometimes the newer experiments involve a learning so profound to share it would give up competitive advantage. The Classic Experiments are old enough to allow us to share much more of the more data and learnings.