MarketingSherpa - ahh well, maybe next time…
November 13, 2007 by Scott Trimble
Big news people, big news. MarketingSherpa, a leader in online marketing research and publications have just come out with a newly revised landing page handbook - here it is. Coming in at a whopping $497 (we’ll just call it $500, for argument’s sake), this baby boasts both an online version and a 297 page bound copy that they’ll ship to you (extra $ for shipping of course).
Just so we’re clear here, it’s a 297 page LANDING PAGE handbook.
Now, I’ll preface my opinions with the fact that I haven’t taken a look at it yet. Why not, you ask?
Because their landing page SUCKS.
I realize that simply by offering this report, they’re willingly opening themselves up to some critique and jerks like me looking for ironic weaknesses. And I understand the adage that those who can’t do, teach. But … c’mon! Were they even trying?
Let’s take a minute and go through this thing:
Header - Two lines, red text. Red text is cool, but the two lines are AWFUL. The first line is an obvious fabrication (Lift Conversions Up to 55%) that is neither measurable, nor verifiable. If they’re going to fabricate a number, why not use something a little more impressive like 300%? Especially, when one of their testimonials claims an increase of 400% after using the book’s research. Second line. Can they think of NOTHING better to say, NOTHING more compelling to tell us about the book than “Get your landing page book today:”?
At this point, I’m already unimpressed but will press on, because after-all, it’s MarketingSherpa.
What follows is a pathetic graphic of a cheaply bound, feebly covered book and a few boring bullet points highlighting what I’ll find inside. They then go on to describe, in a little more detail, what I’ll get, a long list of questions that the book will answer, some testimonials, a small chart listing the differences between version 1 and 2, and finally, they drive home the sale with a massive list (takes up 90% of the page) of the book’s contents. They literally have the equivalent of 5 printed pages of this:
—
Copy Length and Need for Scrolling
Chart 1.16: Global Broadband Penetration
Chart 1.17: Distribution of Absolute Scroll Reach
On the Page: Text & Graphics
Chart 1.18: Distribution of Number of Columns Used in Page Design
—
…and on, and on, and on.
They HAVE included testimonials from some top names, they DO have a great guarantee and support phone number and, by the looks of that list, it’s a pretty in-depth report. What they don’t have is my attention.
What would I do different? Here’s a quick list of the first things I’d pursue –
- Benefits instead of features – what will it / can it do for me, rather than what will I simply find inside.
- Post provocative excerpts, let me ‘see’ the evident value of the report.
- Some compelling reason I should buy now.
- Images, images, images.
SHOW ME the logos of the brands featured in the case studies.
SHOW ME some examples of the charts feature.
SHOW ME a REAL picture of the actual book I’ll get.
Etc
- Try something other than continuous text. Line breaks, cool bullet points, boxes, big and bold titles, etc.
- highlight the guarantee, make it more of a focus that I don’t have to pay unless I like it. After-all, it IS $500.
- Boil that looong list of contents down to the really juicy stuff and give me a “get the full contents list” link to the BIG list on a different page. Only bore the readers that want to be.
- Convince me that what I’m doing right now isn’t enough.
- Let me know that most of the changes I can make to my landing page will be easy to implement.
- How popular is this thing? How many people have downloaded it?
- For crying out loud, EMPHASIZE points like this…
**879 real-life search and email marketing landing pages observed by MarketingSherpa researchers August-September 2007.
**3,011 marketers surveyed September 2007 on landing page tactics and challenges.
- Use a more engaging style of writing. Maybe, even some excitement.
Now, all of this is fairly tongue-in-cheek. I’d put money on it that there’s some GREAT stuff in this book. Unfortunately though, I, like other consumers, happen to judge books by their cover.
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remember………increasing your sales from 2 to 3 units is a 50% increase….or from 1 to 4 units is a 400% increase
I love percentages……….
Hey Scott, congratulations on your new blog.
I loved the way you analyzed the sales page. I agree on all your points.
They should definitely try an alternative headline. I wonder if they are at least split-testing this page.
Still, I do trust Marketing Sherpa and I am sure the quality of the report is top-notch. They should have just taken the last step and create a powerful sales page too.
Waiting for your new posts!
Vittorio
That’s a great way to start off a new internet marketing blog! Send out an email announcement to everyone in SEM when you have two posts on it, and the most recent one dogs on Marketing Sherpa who contributes more to the internet marketing public than just about anyone. Keep up the good work Scott!
Good critique. I’ll say this about most “main stream” marketing education products:
“Zzzzzzzzzzzzzzzzzzzz”
Makes me sleepy. More even than preaching on Sunday.
BTW. Is that really you? When you show all your teeth like that it’s kinda scary.
J.K.
Hysterically true…
Greetings from China….
Just to clarify, this isn’t to say the MarketingSherpa landing page handbook isn’t worth the read or price - from the long list of contents and case studies, it very well may be.
But (Chris), regardless of how much Marketingsherpa contributes (I agree with you there) that sales page was just sitting there, begging for someone to dump on it. So, it happened to be my second post. Oh well :).
It could well be that the wireframe they are using actually produces better results that slicker designs. Test it before you blast it. Results in $$$$ are more important than opinions.
LOL…You are so right on point with this. Bravo!
I’m a newbie.
Don’t know much about Internet Marketing YET!
After your critique, I can now see all your points.
I have to agree. The Landing page could use some help.
I like your blog, all two posts.
You don’t have to be popular to get traffic.
I bet this post will get traffic.
Thanks,
Chuck
I actually bought the MS Landing Page Book, and it’s worth its weight in gold. I do love your comments about their landing page though.
In the book they actually do make a brief comment about their own landing pages needing some improvements and that they should take their own advice - so at least they know they’re doing it wrong
- Zombie
Scott, it doesn’t seem like you’ve bought and read the book.
Although I’m not overly excited about the landing page, I do know the reputation of Marketing Sherpa. I bought the study on that alone and being a single employee company I don’t have a lot of expendable income.
from what I’ve read so far I’m already getting value I can apply to my PPC and lead generation sites.
FINALLY!!!!! Someone in this game with the BALLS to say what you really THINK about what these PROs are selling us. I’ve been on the fence for a couple of months about whether to buy you guys products are not.
After reading that bashing on MS sales page I am convinced you all are my go to guys.
Being new to this market is already hard enough so it is next to impossible to get a legit start when all the PROs are shoveling out PURE BS. Yes, PURE BS. Thats to all the MS fans (a couple even tried to defend MS saying the book actually contains valuable information) because in my mind there simply is no excuse for such a marketing blonder. You are supposed to be THE Experts on Internet Marketing so you try to sale me a book about landing pages yet you screw yours up so badly that you even mention in your “We can teach you” book that your very own landing page is in need of some serious fixing!!! And people are still buying SH%$#T from these guys!!! WOW!!! How can I get my hands on thier opt-in list because I got loads of land for sale down in the Florida Everglades at really Special Pricing.
Give me a break. For someone who has the brand recognition of MS this should be a FATAL mistake. These guys have all the SE pull and then put out crap like this. Makes it really hard for the newcomer. And they wonder why so many of us newbies go Blackhat instead of buying this kind of crap.
Anyway, Thanks for jumping into the bloggin world Scott and I look forward to whatever you got coming in future post. Finally someone who is not afraid to give a real opinion about the BS materials being peddled on the net.
Thanks
Hey Spencer, did you read the book yet?
Scott,
“Lift Conversions Up to 55%” is a valid sales pitch, you can’t increase conversions above 100%, and I am happy with 20% (I’m assuming that your 400% is a reference to popular headline hype of “Increase Conversions by xxx%”).
Apart from that minor detail, an interesting and informative post; keep up the good work and good luck with the new blog.
Pete
Great post….I was going to write a bit of a rant on the Landing Page Handbook, but for a different rant.
As a MS member, and Landing Page Handbook waiting lister, I was disappointed that the price nearly doubled. The handbook was “available” on their website for the $247, but you were directed to sign up for the waiting list.
Then after waiting for a couple months, I was excited to receive the email that it was ready to ship and headed into purchase it right away. Then was slapped with a previously unmentioned, significant price increase.
It immediately left a sour taste in my mouth and I have not purchased the Handbook as a result. Transparency is key, in my opinion.
Sorry for going off on a tangent…
Great critique of Marketing Sherpa’s landing page on “landing pages.” Just goes to show you the power of a brand though if they can charge $500 with this poor sales copy.
Hi Scott,
An interesting article and a good way to start your blog.
I’d personally appreciate more critique on companies SEO efforts - helps build a qualititive picture of SEM.
I’ve done a little freelance work and am currently full time SEO but always looking to see how others interpret website optimisation.
Keep up the good work,
Ben
A few responses to comments:
Ben: you bet, we’ll be working in plenty of seo posts.
Justin: You’re damn right about the power of the brand and that IS a perfect example.
Pat: you should contact them with your complaint, as it was probably a mistake and not an underhanded attempt to get more $$$
Pete: good call on the ‘by’ vs. ‘up to’. Thanks for that.
Spencer: There IS a lot of crap on the web, without a doubt. But there are some gems out there too. It’s separating the two that’s the tough part. My advice is to network the hell out of the web and develop some good relationships. This will give you people to bounce ideas off of, partner with AND you can trade tips on what is (and what is not) the real deal.
Ken: I said I didn’t read the book in my post. My critique was purely base on their landing page, NOT the book contents.
Boris: It doesn’t surprise me actually.
Jdog and Chuck: thanks
Jay: I’ve tested pages like that and they just didn’t work as well. Granted, I’m sure it’s getting sales, but they’re more than likely coming from branding rather than good sales copy.
One other comment - MarketingSherpa IS riding a fine line. They’re a marketing research company, not some fly-by-night ebook slinger. So they do have a responsibility to keep their salesyness (is that a word?) on a lower key to retain their image. However, with a little thought, they could have done better (as could we all).
I was on the waiting list as well. I was expecting a prive around $300 to $400, but not $500 bucks. That is just crazy. I’d pay $500, but they really need to give a little more info for that and prove that it is worth it.
Gave me a laugh and I learned quite a lot from your tips, thanks.
I coerced my partner into forking out the $ for this and we’ll easily make back that money with just a couple tips. If somebody knew everything that was in that book, then they would not be reading this blog - they’d be sitting on a yacht in the south pacific counting their money… except for the esteemed author of this post, of course. I know good linkbait and tongue-in-cheek humor when I see it.
@ spencer rant - marketingsherpa makes fun of the landing page in their book. Why didn’t they just make a great landing page? Who knows, but that doesn’t diminish the value of the book. Remember, MarketingSherpa accumulates research from people that succeed, not succeed themselves (for the most part)
Just found this page by accident and I have to tell you… I have never heard of Marketing Sherpa before.
And, after this interesting exposition I will not be buying the book either.