Anatomy of Your 'Mouse Trap':
How To Capture More Customers

"The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself. "
                                                              - Peter Drucker

From the Desk of:
Fernando Ceballos; Los Angeles, CA.

Dear Business Owner,

Today you will learn how to literally build the doorway to your online empire.

In online marketing, the best way to start creating a list is through what is called a “lead capture page” (a.k.a. "squeeze page" or "gateway page").

The page that allowed you to receive this valuable boot camp (www.AttractionMarketingFormula.com) is an example of a capture page at work.

The audience who comes to the capture page is given two choices:

1) Give you their information and opt-in, in exchange for valuable education

- or -

2) Get out

That’s it. Choose 1) or 2) – very straightforward.

This seems a bit harsh, but let’s rehash the all-important marketing principle I presented earlier – the money is in the list. No list = No money.

You cannot create a relationship with your audience if you don’t know their name and don’t have their contact information. Hence… get their information or politely invite them to leave.

In the case of Temper-Pedic™, I had no problem giving up my info for a “piece of cheese” and some information so you know it works.

Components of a Capture Page

Now, let’s talk about the components of the capture page and what makes it successful.

First, realize that most people surfing the web will spend no more than a few seconds judging if a webpage contains any content worth sticking around for. These folks are “back-button happy”. Therefore, your capture page must engage their interest and convey your message within a few seconds.

Second, realize that people make buying decisions based on emotions… then they back up that decision with logic.

Your capture page must trigger that emotion – invoke a desire to want to opt-in and the curiosity to see what it’s on the other side. Your capture page has to make it brainlessly-simple for them to logically conclude that it’d be silly not to!

And you must do this in a very limited amount of space…

Let’s break down our sample capture page really quick and give you a crash course on the components.

You’ll learn about the details of each component and how to create them in the bonus that comes with the Attraction Marketing Formula.
==> www.AttractionMarketingFormula.com/letter

But for now, this is what I can fit into one newsletter:

1. First, the preamble headline (qualifies your reader)

If you look at AttractionMarketingFormula.com, you'll notice black bold print in 12pt font, right above the headline. This is an example of a preamble headline.

This usually poses an "if" question: "If you are looking for..."

2. Headline

Invokes an emotional response makes them continue reading.

The headline is the most important part of you capture page. This will determine if you reader moves on to reading the rest of the page. Invoking emotional responses or the desire for benefit/pleasure is the most effective way to write a headline. The details will come later. Focus on providing benefits in your headline.

3. Sub-headline

Builds the emotional response, builds anticipation, & directs the reader to take action. Expands on the headline

4. Bullet Points

Benefit driven bullets -- what’s the difference between a feature and a benefit? The answer to this can make or break your capture page. (More on this on Day 8)

You can view bullets as mini-headlines, which invoke desire and makes the reader take action.

5. Opt-in Box

Form fields for the reader to submit their information. This where the reader takes action towards receiving more information. Keep it simple -- name, email and maybe phone number.

6. Bribe

The Cheese - What you are offering in exchange for their information? Sometimes in a very competitive market you may need to provide more than information.

Here we are setting up the 'irresistible offer'. Offer a bonus or bribe for their information. This could be an ebook, software or other freebie. Make sure this is not costing you money (or at least you are re-couping your losses in some way).

For example, it doesn't cost you anything to give out an ebook or piece of freeware software.

Your Homework

That's it for today. Your job today is to browse the internet and look at capture pages from successful internet marketers and mimic their formats. Here are a few good working examples:

Note: Keep in mind that some these pages below are targeting other marketers, so they tend to be a bit "amped up". For more commercial markets, your presentation would be more toned down. Also keep in mind that despite their "ugly-ness", some of these pages have opt-in rates of 30% - 60% and have been tested extensively.

Attraction Marketing Formula (Online Direct Response Marketing):
http://ferny.attractionmarketingformula.com

Double Your Dating (Creates $20,000,000 of sales per year for the site owner):
http://www.doubleyourdating.com

Dating Without Drama (Dating & Relationships for Women):
http://www.datingwithoutdrama.com

Reunion.com (Find Old Friends):
http://www.reunion.com

Seduce Adwords (Google Adwords Tutorial):
http://www.SeduceAdwords.com/advanced.php

Ultimate Copywriting Workshop (Copywriting Course):
http://www.ultimatecopywritingworkshop.com

Magnetic Sponsoring (Home Business Marketing Training):
http://www.MagneticSponsoring.com

Internet Network Marketing (Network Marketing Training):
http://www.InternetMLMsuccessOnline.com

Tomorrow, I will show you how to build a relationship with your capture page subscribers to turn them into believers of your product or service.

To "Capturing" More Customers,

Ferny Ceballos

P.S. To skip ahead and get the most comprehensive course on online marketing for small & home-based business owners, grab your copy of The Attraction Marketing Formula!

===> www.AttractionMarketingFormula.com/course

P.S.S Remember my personal guarantee, if you are not completely satisfied with the quality, and information in your Attraction Marketing Bootcamp, email me at fernando@attractionmarketingformula.net and I will donate 10-minutes of my valuable time to coach you on what you need to do for your business. ($97 Value!) I'll contact you personally to schedule an appointment at an appropriate time. No Pitch. No Sales. Just Good Clean Teaching!

Questions or Concerns? You may reach my office at 866-834-3625 voice/fax.