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Quote
of the Week:
All solitary dreamers know that they hear differently when they close their eyes.-Gaston Bachelard
Coming in for a Landing
Seth Godin has a nice definition of what a Landing Page is. For those of you who are more of the flyer on the windshield and not the Google AdWord type of person, a Landing Page is where you send a prospective customer when you want to show then something specific, like a product you want them to buy. Just sending people to your company's home page is a little passé, nowadays; you send them to landing pages, instead.
Amoung the things Godin says:
"Landing pages are not wandering generalities. They are specific, measurable offers. You can tell if they're working or not. You can improve the metrics and make them work better. Landing pages are the new direct marketing, and everyone with a website is a direct marketer."
I amend his terms with one other thing that a landing page can do:
drive your clients away from your product.
Don't make the mistake of demanding they register for a newsletter or another permission-based marketing handout before they get at least a portion of what you've promised them in your Google AdWord, or e-mail, or (heaven forbid) directly-mailed-to-their-door brochure. If you say you're gonna show them a widget, show them a widget and not a registration page that (once filled out) thensends them to the widget. Nothing will make a turn a prospective buyer into a surefire hater more quickly.
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