How To Write Landing Pages That Convert Cold Traffic – With Eden Bidani

0:02hello hello

0:12now let me test that i can actually hey

0:14everyone we're

0:15allowing everybody to join

0:19hey eden can you hear me yup i can hear

0:21you can you hear me all right

0:23i can hear you for a while i in one

0:25webinar i started

0:27and i kept on talking and everybody had

0:29this puzzled look on their face

0:31turned out that i had my mic

0:32disconnected and my my speakers

0:34disconnected that they just see me

0:35moving my mouth

0:36so awesome so we have actually a ton of

0:40people who registered for the webinar

0:41and ton of people who are

0:43entering right now okay so good

0:46you can actually get started so

0:50hold on a second make sure nothing worse

0:52than

0:53nothing worse than recording a webinar

0:55and then discovering that or

0:56starting a webinar and discovering later

0:57it's like i didn't record it dang it

1:00um yeah so in a previous life and i'm

1:03chatting because i'm allowing people to

1:05enter in a previous life i used to be

1:06the software architect for

1:08go to meeting go to webinar okay

1:11and it used to be horrendous because i

1:13would use the software and i would

1:14forget to record and i'm like guys

1:16we should automatically record and then

1:17like no one uses that i'm like are you

1:19kidding

1:20i forget all the time they're like what

1:22no so anyways

1:24um let's uh let's jump right in

1:28i think yeah more and more people

1:30joining hello everyone super excited uh

1:33to have our webinar today and to have a

1:35very special

1:36uh guest um obviously uh

1:40all of you guys know her uh and i cannot

1:43do her enough justice

1:44but none nonetheless nonetheless um

1:48i think simba had done a really amazing

1:51job of pulling people who were like on

1:53the k let's

1:54find people who we admire and who we

1:56really like and we are learning from

1:58and let's invite them to come do

2:00webinars with us so

2:01um eden is i mean i know you define

2:05yourself as a conversion copywriter but

2:07to me it's just so much more

2:08okay yeah you're also a marketing and

2:10acquisition strategist and it really is

2:12kind of like a whole package put

2:13together

2:14um she's been doing it for since for a

2:17while but at least this job since 2015

2:20um working with sas companies with

2:22startups uh d2c

2:24uh brands really helping them increase

2:27uh revenue through

2:28optimizing landing creating landing page

2:30copy i've seen some of a couple of the

2:32examples

2:32really amazing copy added them to my

2:35swipe file i always do that's whenever i

2:37see amazing file

2:38um and you know what if you don't follow

2:42her on linkedin do that

2:44but also look at the description uh her

2:46description

2:48uh on linkedin because i love this

2:50nothing better than results you can say

2:51how amazing you are

2:53but when you put results that's very

2:55very powerful so there she mentions like

2:57a whole bunch of

2:58bunch of companies that she worked with

2:59and she says like the results are

3:00pending i'm like ah that is really cool

3:03because she will update that um she

3:05mentions a sales

3:06sales page that helped sell out the 40

3:10person

3:10hold on let me see i'm reading it by the

3:12way okay

3:14it's a 2k marketing course during global

3:16pandemic i love that

3:18a native acquisition funnel so basically

3:20that generated a million dollars in

3:22sales in

3:23one month so um just

3:26a quick uh housekeeping rules

3:30i'm gonna be on the chats uh answering

3:32any questions you might have

3:34send your questions if i feel i can

3:35interrupt her in the middle and say hey

3:37we have a question otherwise we'll keep

3:38the questions until the end

3:40we will have a recording of the webinar

3:42so if you have to drop off there will be

3:43a recording we'll send it to you guys

3:45as well even the floor is yours

3:49okay um great so hang on just let me

3:52just make sure i got all the tech

3:53bits set up because like you said

3:54there's nothing worse than starting a

3:56webinar and then going oh so you're not

3:57sharing the screen or look i'm sharing

3:58my

3:59inbox or something like that you know um

4:02so hang on just a second let's make sure

4:03we got all this set up

4:06two seconds here we go

4:12all right can you guys see my screen we

4:15can at least i can yeah everybody can

4:18yes okay so if you see if you can it's a

4:20good sign that everyone else can

4:21okay um so really again

4:25uh khalid gave me a really nice

4:27introduction there so thank you very

4:28much

4:29um so you know my name is ed and i'm a

4:31conversion copyright i

4:32go by conversion copywriter but i really

4:34specialize in marketing

4:36strategies and acquisition strategies as

4:38well and today we're going to be talking

4:39about one of my absolute favorite topics

4:41in copywriting and marketing in general

4:43and that's landing pages that convert

4:45cold traffic

4:46um so just a really quick segue

4:50sorry just a really quick interest i

4:51have a background in anthropology and

4:53direct sales and that's mixed in

4:55i segued from that into conversion

4:57copywriting uh about six years ago

4:59and this mixed background has led to a

5:01very strong focus

5:02on the reader the user the customer

5:05whatever you want to call it

5:06experience in terms of figuring out what

5:09information

5:10they need from you and being able to

5:12help

5:14you know there's a in terms of you know

5:17for as a company when we're selling a

5:18product there's always

5:20messages that we want to share with our

5:21audience and then but our audience

5:23doesn't always need to hear

5:24all everything that we have to share

5:26about the product in order to convert

5:28so really looking at trying to find

5:30where those messages match up

5:32and bridge that gap between what your

5:33audience needs to hear and what we want

5:35to say and find that sweet spot

5:37um to help them actually convert without

5:39overwhelming them with too much

5:41information

5:43um so this is definitely not going to be

5:46there's going to be a lot of gifs in

5:47in the in this webinar this is not going

5:50to be another

5:51it's not going to be a fluffy webinar

5:52i'm actually going to be walking you

5:54through

5:55a freight it's a framework made up of 12

5:57kind of core elements that i use

5:59um when i'm approaching any cold uh

6:01traffic landing page

6:03and but just by including these elements

6:05you can try and include all of them and

6:06even if you

6:07don't manage to include all of them just

6:09by having almost

6:11all of them on the page it's going to

6:12help actually drive

6:14it does help drive conversions up

6:18so as i mentioned so these the

6:21the reason why we use these elements is

6:22because they simply help

6:24guide the layout of the copy and the

6:26messages on the page into

6:27to help this call traffic convert

6:31all right so the problem that we all

6:33know with cold traffic

6:34is it's really easy it's

6:37not really it's not really easy it's the

6:39opposite it's really hard it's

6:41really hard to convert cold traffic you

6:43know they're they're on social media or

6:45they're reading a blog article and your

6:47ad jumps out at them and they're not in

6:49the mood they're not even

6:50interested they're you know they want to

6:52go back to reading their blog they want

6:53to catch up with their friends

6:54they want to check their linkedin dms

6:56they're not there to be sold to

6:58you know so your ads are interrupting

7:01them and that can reflect badly on you

7:02but not if you handle that

7:04in the right way so the big

7:07but the big secret here of high

7:10converting landing pages for cold

7:12traffic is that simply that the goal of

7:14your page

7:15is to move them through the five

7:16different stages of awareness it's not

7:18actually sell to them don't think you

7:20have to sell don't think you have to

7:21pitch

7:22you're just going to take them your copy

7:24is there to take them by the hand

7:26and walk them through this unaware

7:28marketing stage of aware you know this

7:29unaware

7:31all the way through to most aware with

7:32high intent

7:36and like we said the problem with most

7:38called traffic landing pages they get

7:40this wrong because they're trying to

7:41sell they're trying to pitch

7:42too much too soon or too early and so

7:45the messages that they laid out on the

7:46page are not in line with the natural

7:48progression that the reader needs to

7:50make between the different stages of

7:52awareness

7:52so if they're just browsing if they're

7:54just browsing through their

7:56you know their news feed on social and

7:57facebook and they come across an ad

8:00they think it looks interesting

8:01interesting they click on it and

8:03immediately it's trying to push them

8:04towards a cell they're going to bounce

8:06off because they're not

8:07in the mood they're not and they're not

8:08coming with the intent to be sold to so

8:10you have to meet them

8:12exactly where they are and walk them

8:14through these different stages of

8:15awareness slowly throughout the

8:17as the pay and you know as they start

8:18scrolling down the page take them by the

8:20hand and walk them through there

8:22um all in the space the page so this

8:25framework so

8:27this framework works really well for

8:28anyone who's uh who's doing a lot of

8:31is doing a lot of advertising so it's

8:33great for dtc

8:34uh ddc brands and e-commerce but as well

8:37for sas so anyone who

8:38works on a lot of paid acquisition but

8:41the the this framework also works really

8:44well for high levels to be

8:46b2b companies and larger sas companies

8:48for example because it helps bring

8:50it can help shorten the sales cycle by

8:52actually giving

8:54ideal prospects a lot of information

8:56that they need up front

8:58in order to help move them closer

9:00towards becoming a customer so they

9:02they it's kind of prepping it's prepping

9:04the ground and making turning them into

9:06more

9:06highly qualified lead instead of it

9:08let's get an ebook and see who reads it

9:13all right so we're ready let's do this

9:18okay so we're diving in right now to the

9:21the cold traffic landing page framework

9:23so the first so the first six elements

9:26of the headline

9:27the lead which is also known as the sub

9:29head we're going to introduce the pain

9:31and the problem then you're going to

9:33agitate

9:33the pain of problem i'm going to

9:35disqualify

9:36any other solutions that might exist

9:38then we're going to gently agitate the

9:40pain or the problem again

9:43then that enables you well you're

9:45actually halfway through the page at

9:47this point then actually gives you the

9:48chance to number seven to start

9:50introducing your product once you've

9:52introduced your product you need to

9:53spell out how it works

9:55and then you're going to introduce

9:56social proof then we'll work to

9:57eliminate any doubts or any risks that

10:00might have

10:00for the reader or the user at this point

10:03in time

10:04and then 11 12 it's just driving home

10:06why they should choose you

10:07why they should take action right now

10:09and then finish off with a really strong

10:11call to action all right so let's put

10:14ourselves in our reader's shoes and

10:15we'll get started

10:17so the headline where it's starting from

10:19the headline

10:21once they've clicked through your ad and

10:22they landed on your landing page they're

10:24in the unaware

10:25they're completely unaware they don't

10:26really know who you are they don't

10:28really know what you're selling yet they

10:30don't even know why they should listen

10:31to you

10:32something in the ad got their interest

10:34and they've clicked through

10:35so now that you've got now that you've

10:37got their attention you have to hold on

10:39to it

10:40so the first rule uh with headlines is

10:43that you have to make sure it matches up

10:45with what you've mentioned in the ad so

10:47that's really

10:48we talk about adsense a lot in marketing

10:50so if

10:51if if you click on an ad that says buy

10:53one get one free and you land on the

10:55landing page it says 50

10:56off that's a strong disconnect people

10:58it's going to make people confused and

11:00they're going to just simply bounce off

11:01or click away

11:03so first the first core rule of the

11:05headline is that it needs to match up

11:06with the copy and the ads before it

11:08and the second and this is this is where

11:11people struggle a lot with headlines

11:13it's

11:13you just need to make sure that the

11:15headline is there to capture their

11:16attention

11:17it's there to hold their attention and

11:18keep it as they're on the page

11:21that's all there is to it um there

11:24so hang on one second so

11:28we when we come to headlines a lot of

11:29people struggle with them because

11:31there's

11:32there's so much emphasis you know ogilvy

11:34said when you when you write your

11:35headline you'll have spent 80 cents out

11:37of every marketing dollar

11:38so that's really that puts a lot of

11:40pressure on us to write

11:42a really good headline so we often make

11:44the mistake of writing these really

11:45flowery or overly long

11:47or too short headlines in order to

11:51to try and get people to read through

11:52the rest of the page whereas the

11:53headline

11:54it's core purpose is to get people to

11:57stop

11:58and to read and then to keep reading and

12:01what joseph uh what

12:02and i like to use the concept um by

12:05developed by joseph sugarman who is a

12:06direct famous direct marketer

12:08um the slippery slope idea so the

12:11headline so every line of copy

12:13on the landing page should flow from one

12:15right to the next

12:17and so you actually find yourself

12:18reading each line one after the other so

12:21it flows really like a story

12:23and so then it's actually interesting

12:24it's actually very easy to keep moving

12:26from one to another

12:28we find for example in sas or in

12:29ecommerce we find that people like to

12:31have these really short

12:33sharp choppy headlines because that's

12:35cool or

12:36it's short copy and people don't read

12:38online and that's really not true

12:40people will read if it's interesting

12:42people will read if it speaks to them

12:43people will read if it's if something is

12:45written well

12:48so by just keeping the focus on the

12:51headline

12:53um sorry

12:57so just keep it so simply keep the focus

13:00on writing a compelling sentence

13:02that's going to want a reader to

13:05that's going to actually encourage them

13:07to read more on the page

13:08now there are a million and one's ways

13:10that you can write a headline and i'll

13:12and in the slides i'll be

13:13including some links to some great

13:14headline formulas but here are some

13:16quick tips that i like to refer to when

13:18writing the headline for a landing page

13:20you can base it off a question so that's

13:22really breaking through the fourth wall

13:23and connecting with the reader

13:25you can base it off an interesting fact

13:27just statistic

13:28they set off a deep seated under the

13:30surface desire hope or fear that we know

13:32this audience is likely to have

13:34even if they can't articulate it

13:35themselves right now

13:38okay and when you are do when you are

13:41looking at your own headlines yourself

13:43so just ask yourself if i were to read

13:44this headline if i were to

13:46click through on facebook or click

13:48through on linkedin would i actually

13:49want to keep reading

13:50would i actually want to read more so

13:52that's kind of the

13:54what you can use to gauge yourself is in

13:56in the headline is compelling

13:58so here's uh one great example that i

14:01like sending your scheduling link

14:03shouldn't feel

14:04weird so immediately it's speaking to

14:08a deep-seated pain or a deep-seated

14:11struggle that people have even if they

14:12can't really articulate it but it's

14:14actually also written in a very

14:15conversational tone

14:17um by savvy cow so again people feel

14:20weird that something people feel

14:21uncomfortable even if they haven't quite

14:23been able to put their finger on it up

14:24until this point

14:26this uh this ad this headline calls it

14:28out front and center and

14:30it compels you to want to read more so

14:33why why is it why does it feel weird in

14:36the first place and then what are they

14:37doing to actually solve that pain or

14:38problem

14:40uh you know i love it because i mean

14:43there's discussion sometimes about

14:44sending that like you know kind of the

14:45medium link encounters

14:47and it just hits it's on its nails like

14:50here it should have feel weird or like

14:52oh this actually would make me want to

14:54read more of like okay

14:55tell me as opposed to well here's what

14:57we offer i'm like you're just another

14:59like you know company that offers that

15:00very powerful i love it

15:02yeah absolutely and the same this one

15:04this is an example from uh proposify so

15:06this is how you close

15:08that's like so wait what they don't give

15:11ev everything away in a headline it's

15:12not like a title of an essay or a title

15:15in a chapter

15:16you know of a chapter in a book it's not

15:18giving you away

15:19all the information in the headline it's

15:21actually giving you a

15:23little taste it's making it you know

15:25piking your curiosity making you want to

15:27learn more so

15:27this is how you close what do you mean

15:29by this is how you close

15:31and then it actually starts to explain

15:32so this is the proposal software and

15:34this is what it actually helps you do

15:36so this is so it's actually hinting at

15:39that there's a better way to be doing

15:41things but it doesn't give it all

15:42it doesn't give you give it all away so

15:44that people just will will lose interest

15:46and quickly

15:48and back um here are two so those are

15:50those sas

15:51examples here's a couple of examples

15:53from

15:54um some dtc um editorials

15:58that were also so basically long-form

16:00learning pages uh in a story-based

16:02format

16:03so here they're they're both the first

16:05one for example is hinting

16:07at um you know deep uh a deep-seated

16:11need of people

16:11women that are looking for you know a

16:13hair

16:14it's a shampoo that's gonna make their

16:16hair thick and luscious so it's speaking

16:18to a deep

16:19emotional need and it's also written

16:21like a story it's written almost like a

16:23magazine article that someone would pick

16:24up and start reading and the same thing

16:27as well for the second dreaming of

16:28hollywood hair so it's

16:29you're they're speaking just speaking to

16:31them on a subconscious

16:33on a deep level even if they weren't

16:36thinking about hollywood hair or

16:38thinking about this while they were

16:39browsing their news feed

16:40the fact that it's tell it's giving them

16:42a bit of information it's showing them

16:44we're gonna we're gonna give you three

16:45tips in order how to

16:46make this transformation it can help

16:50capture their attention

16:52so the second element of high converting

16:55landing pages is

16:56the lead so so just like the headline

17:00its purpose is to

17:01keep people to continue reading you know

17:03we need each sentence to flow into the

17:05next so that people

17:06or feel like they're reading a story and

17:09it makes the copy easy to follow along

17:10even if it's really long

17:12and like you mentioned surprise surprise

17:14people do read long copy

17:15you know they will read it long or short

17:17online and offline if it actually

17:18interests them

17:20so the lead what the lead is really

17:21saying it's saying follow me it's saying

17:23you've read the headline but there's

17:25actually a lot more

17:26waiting for you to discover below the

17:28fold so it's actually trying to bring

17:29them from

17:30that they're still unaware they're still

17:32not really sure what it is what you're

17:34selling or why

17:35they should be interested in it but this

17:37is hinting at that there's something

17:39more

17:40there's something interesting to

17:41discover discover here so the

17:43subheading here or the lead is meant to

17:45expand on what you've covered in the

17:46headline

17:47give a little bit of more context but

17:49still not reveal everything

17:51that that's waiting for them on the page

17:53because we want to

17:55reveal that those pieces of information

17:57strategically one

17:58one by one and i have to say this is

18:01something that i had to learn the hard

18:02way when i used to do direct

18:03sales when you used to do product demos

18:06you know you can start speaking with

18:07someone who you've

18:09just met and demonstrating to them a

18:10product and you want to tell them all

18:12these amazing things

18:13that this product does and why it's so

18:16it's fantastic and why it's great for

18:18them and how it can help so many people

18:20but when you give them too much

18:22information up front it's just

18:23overwhelming they don't know what to

18:25focus on they don't know which feature

18:26is most important

18:28they're they're just completely

18:29overwhelmed with information and they'll

18:31actually just leave

18:32so again so the lead is helping them

18:36bring them below the fold leading them

18:38into this hinting that there's going to

18:39be more information waiting for them

18:41then it's going to be

18:42revealed piece by piece and not just in

18:44this

18:45this kind of huge knowledge a huge brain

18:48dump

18:48so a few examples that i've included

18:50here here for

18:52hot jar so traditional web analytics

18:55tools help you analyze traffic data but

18:57numbers alone can't tell you what users

18:59really do on your site hotjar will

19:01so it's really it's hint expanding on

19:03what you have there in the headline and

19:05it's hinting

19:06at how hotjar is helping to solve data

19:09but it's not

19:10actually giving away all the information

19:12there on the page

19:15all right so and the third element is

19:18now so

19:19a lot of some marketers might be

19:21familiar with this with the past with

19:23the pain agitation solution

19:25it's just that framework you know um in

19:27helping to position

19:28your product against a pain a pain that

19:32it's

19:32that it solves and so this is where we

19:35start to transition them

19:37from being completely unaware to being

19:39pain or problem aware so

19:41this is this this is the teaser this is

19:43the first section below the fold it's

19:45the opening part to the rest of the page

19:50and so even if they were feeling even if

19:53the

19:53user or the reader was feeling there's

19:55something going on beneath the surface

19:56maybe they were struggling with the pain

19:58or problem but they don't even

20:00know how to articulate that yet this is

20:03where we're actually going to

20:04articulate it for them we're actually

20:05going to call their attention

20:07out that thing that there is something

20:09that they might be struggling with

20:11and this is what it could be and this is

20:13a you know this is something that it's a

20:15struggle and that there's actually

20:16there are things that you can do to

20:18solve it

20:21so the way to the way to approach this

20:24section in terms of the copies you

20:26you can ask again you can ask them a

20:27question have you ever felt

20:29have you ever experienced or bring up or

20:32start introducing an important fact

20:33saying

20:34x number of americans uh suffer from

20:37back pain

20:38or you know 80 percent um you know 80

20:40percent of women when they age 45 and

20:42over start to

20:43see signs of hair loss so starting to

20:46introduce something

20:47that indicates that they may have a

20:49problem with that they're not even

20:51they may be struggling with something

20:52that they're not even aware of

20:56um and this uh this just to highlight

20:59the pain or problem i really like this

21:01example from proposify they didn't just

21:03do it with words he does it doesn't just

21:04have to be copy heavy

21:06they've actually done it in the form of

21:08an infographic um

21:09asking you so and they did ask you a

21:11question here this is highlighting the

21:13pain so even if someone has landed on

21:14this page

21:15and isn't sure if they're straight if

21:17they really need

21:19a proposal software at this stage this

21:21is asking does your current proposal

21:22software look anything like this

21:24and just looking at it you can see it's

21:26a mess

21:28so it's starting to bring you the

21:30awareness that oh

21:31yeah this really is a mess this is a

21:33problem

21:34and this is something that actually can

21:36be solved

21:37um here as well this is a different

21:40example this is from a lead generation

21:41page

21:42so this pop-up sorry

21:47sorry to pop up on my screen

21:50we didn't see anything so we're all good

21:53for my other screen antivirus pop-up

21:57come up so

21:59i'm sorry um so and

22:02and this part this part as well so it's

22:04highlighting the fact

22:05again it's highlighting a problem it's

22:07not just an individual problem but this

22:09is actually a problem that's happening

22:10in the community in the society around

22:12them

22:13so that they're likely to that quite a

22:15few people are likely to be affected by

22:17it

22:18okay so after we have gently added

22:22gently we have introduced the concept of

22:24a problem we are bringing them into

22:26the stage of awareness where they are

22:28pain aware and so

22:29because they're now in pain or we're

22:31going to agitate the problem we're going

22:32to make

22:33press on it a little bit to make them

22:35see to help them

22:36realize that this is something that does

22:38need taken care of

22:40because a lot of people it's um it's

22:42like the description of someone who gets

22:44a stone

22:45in their shoe you know there's some

22:46people who they're walking along they'll

22:47get a stone in the shoe and they'll keep

22:49walking they'll walk

22:50all day with a stone in their shoe and

22:52only at the end of the day when they

22:53take their shoes off they'll

22:54throw the stone out there are other

22:56people who feel the stone

22:58and immediately will you know take their

23:00shoe off and get rid of the stone

23:02some people are happy to deal with the

23:05pain

23:06because they don't um because they're

23:07not ready to solve it or they're in

23:09denial about

23:10solving it just like a stone in their

23:12shoe so

23:13here we're going to actually agitate the

23:15problem a little bit we're going to

23:17press on a little bit make it seem like

23:19actually it's really not comfortable to

23:20walk around with a stone

23:22issue it's really not

23:25it's really not nice to to have this

23:28problem

23:28and that there is an opportunity that

23:31there is something that you can

23:33that you can do to fix it so again

23:35pressing

23:36on the pain a problem can make them

23:37realize that it's this is not something

23:39that's going to go away by itself like a

23:41stone in a shoe

23:42it's not going to disappear immediately

23:45and that it can be taken care of

23:48so here for example so this is this is a

23:51great example of agitation here this is

23:53from a sas

23:54uh product website so you know sure

23:56there are some

23:57tools around that can help you do

23:58research faster but faster but you and

24:01your team still have to do the grunt

24:02work

24:03you still have to spend precious time

24:04sifting through piles of data

24:06and this is a huge time suck and so this

24:09is just

24:10so highlighting the pain that they can

24:12automate

24:13they can they can't automate uh market

24:16research

24:16and that and pressing on that pain that

24:19even if they

24:20are able to do things manually and do it

24:22fairly quickly it still does take an

24:24awful lot of time

24:27and another example here as well

24:30pressing on the pain so this is going

24:32off the lead generation example we had

24:34before as well

24:35um so it says that was leading

24:39in that was leading into um

24:42[Music]

24:43that so uk um

24:47sorry

24:57all good you're all good yeah yeah i

25:00just had to deal with three kids that

25:01just walked in and i'm like really guys

25:03all the signs webinar do not enter like

25:06we came to attend i'm like i don't think

25:07you'll understand go upstairs

25:09so you're all good okay okay okay

25:11totally get it

25:12um so here again so this is just hit

25:15this here for example so this page was

25:17talking about um difficulties that

25:19people have with their pensions

25:21so uh or they might be struggling with

25:23uk pensions

25:24and it i know it's a bit hard to see i

25:26thought the resolution

25:28was bigger so i'm sorry if you can't see

25:30we'll get the slides after you'll be

25:31able to see it more clearly

25:33but it's talking about that there's it's

25:35not just any one person that might be

25:37struggling this is actually a wider

25:39problem and so that this is

25:41this is a big problem and a lot of

25:42people are starting to feel the pain of

25:44this so it's

25:45really high kind of heightening the

25:46urgency that this is something that you

25:48need to

25:49that needs to be taken care of and

25:53what i like to do here and this is

25:54something this is an element that

25:56doesn't necessarily apply to every

25:58single landing page

25:59but once you've talked about the problem

26:01and once we've

26:02started to agitate to press on it a

26:04little bit to make them realize that

26:06this is something that they should be

26:07taking care of

26:09now this is this is a point where you

26:11can start to disqualify

26:14other potential solutions that they

26:16might start so this is actually

26:17instead of letting them stay stuck in

26:19the pain and thinking only on the pain

26:21we're taking the focus of the pain and

26:23we're showing them

26:24that there are others we're introducing

26:26the idea that there are things that

26:28people are trying in order to help solve

26:30this

26:32um but at the same time you're

26:34disqualifying those solutions so

26:36that is also setting you up to

26:38reintroduce your product

26:40as the most viable solution out of

26:42everything else that you've covered so

26:44far

26:46and this and this works because um

26:49you know it follows the natural order of

26:51things and these stages of awareness so

26:52if they were unaware when they started

26:54on this page

26:55they became payment problem aware now

26:56they're bringing them to solution aware

26:59so for example when people normally have

27:00a problem you know what did they do they

27:02might ask a friend they might ask a

27:03parent a partner they might do a google

27:05search they might go

27:07rub around in their you know their

27:08medicine cabinet looking for something

27:10they might hop on reddit

27:11um so your job here is to show that

27:13these other things that they could be

27:15doing not necessarily naming competitors

27:17actual competitors in the space but

27:19other things that they might look to do

27:21to help solve

27:22this pain or problem that these are

27:25how the product that you have it's

27:28helped and you're disqualifying them

27:30so it's helping you set up for how your

27:32your product is better positioned to

27:34help solve this

27:35uh this pain you know because a lot of

27:37solutions

27:38um a lot of oops not too early

27:41a lot of solutions are kind of cover-ups

27:44so there are temporary fixes

27:47for pains or problems whereas a lot of

27:49other solutions or products out there

27:50actually treat the root cause of the

27:52problem or actually or provide a longer

27:54lasting solution

27:55so that's one of the things that you can

27:58you can do to

27:59to contrast that so here's one example

28:02and basecamp does this really really

28:04well on one of the pages so they show

28:06example before switching to basecamp so

28:08this is the pain

28:10or probably they're highlighting our

28:11customers tried everything before

28:13switching and it shows the mess of all

28:14the different apps that people

28:16were trying all the different

28:17combinations and then it's actually

28:19pressing

28:20um and it presses on the you know

28:22they're introducing the pain

28:24that it did that it didn't work and

28:26they're agitating the pain and then they

28:27disqualified these solutions

28:29right here on the page so they said they

28:31tried these solutions

28:33did these tools work nope well here's a

28:35taste of what they said

28:36when we asked them you know when we

28:38asked them how they felt after switch

28:39you know before they switched to base

28:41camp

28:41so actually they're really calling out

28:43very clearly here

28:45that there's other solutions out there

28:47that people might be using

28:48to help try and solve this problem but

28:50they still don't solve

28:52this exact problem

28:55and now so once we've um so once we've

28:59kind of disqualified any other competing

29:01solutions out there we can go

29:03back to agitating uh the problem so

29:06agitating again agitating sounds really

29:09sounds really intense but it's just kind

29:11of a gentle

29:12gently leaning back into the problem so

29:15we've disqualified the solution so

29:16anyway it's starting to the tension is

29:19starting to build up

29:20in terms of what the what emotions they

29:22might be feeling when they're scrolling

29:23through the page so we've discussed the

29:25pain we've discussed

29:26the the pain the problem agitated it

29:28we've

29:29shown them that there's other solutions

29:31out there and they don't necessarily

29:33they don't work very well in terms of

29:35treating this

29:36so there is a natural so naturally there

29:39is kind of agitation because they're

29:41feeling they're

29:41they're definitely pain aware they're

29:43feeling it and they now

29:45now they realize that there's some

29:46things out there that don't help them so

29:48they're moving they're definitely

29:50solution where they are in

29:51the position to actually look for a

29:53solution

29:55and this is what um this is what the

29:57second agitation

29:58is because again it just it's bringing

30:00to that point that

30:01yeah actually this is something that

30:02needs to be taken care of just like with

30:04base camp it's like we could keep using

30:06slack and trello and this and like 10

30:08other different apps to get it done

30:10um but at the end of the day this like

30:13it's just gonna keep going on and on and

30:14on just dragging on using all these

30:16different apps where it's something that

30:17needs to

30:18where we need to fix that

30:22um another here's an example just of

30:24agitating again this is an e-commerce

30:26um example so it was discussing

30:30so the this was taken from um another

30:32e-commerce

30:33long-form learning page so it was

30:35discussing a female hair loss it was

30:37saying

30:38um so even though they discussed

30:41uh so it discussed even though that she

30:44tried different solutions along the way

30:46it was still exciting hairless was still

30:48accelerating that this is something that

30:49which she was

30:50uh that she was struggling with

30:54okay and and now gets the fun part so

30:58we've spent basically we've spent we've

31:00gone through six elements

31:01so far of the landing bait we're about

31:03halfway through the landing page already

31:05and we haven't mentioned our product at

31:06all all of this page the first

31:09entire half of the page has been focused

31:10entirely on the user and what's

31:12happening in the users world

31:14and so because we've spent all this time

31:17talking about them we're in the perfect

31:18position to start introducing messages

31:20about the products that we have

31:22and specifically what it does and how it

31:24helps solve their problem so now we've

31:26gently taken them from we've

31:28transitioned them from unaware to pain

31:30aware to solution aware

31:32and now we're transitioning them into

31:33product aware so introducing our product

31:36and how it's best positioned to solve

31:38that

31:42okay so and again so just when as we

31:45know positioning

31:46the the product against the pain or the

31:48problem ensures

31:49a smooth transition and that people see

31:51in both from a logical perspective and

31:53from

31:53an emotional perspective how the product

31:56is best suited to help them solve

31:57uh solve this problem um so

32:01when you come to do it the one thing

32:04that you need to pay attention to is

32:05that when people are coming

32:06from the pain problem stage of awareness

32:09from the solution where their emotions

32:10are really high

32:12and they might be feeling a bit tense so

32:13because there's now a natural urgency

32:15and wanting to solve this burning

32:16problem

32:17so we're not going to dive right into a

32:19dry bullet bullet list of features

32:21saying it does this and this and this

32:23and this and this

32:23because it's not going to resonate well

32:25with them that's going to come across as

32:26too dry and too logical we need to

32:28balance that out gently

32:29by connecting the benefits um

32:33we're going to be connecting connecting

32:36the benefits to the

32:38the features so we're not just going to

32:39talk not just going to talk features

32:41and not just going to talk benefits but

32:42actually connect them together to show

32:44that how each

32:46feature of the product is helping them

32:48is moving them one inch closer to

32:50helping them solve their problem

32:52and the other the other thing is what

32:54they call it is here is just to be clear

32:55on actually what

32:56the product is so if if it's a software

33:00platform it's a software platform if

33:01it's a back brace it's a back race if

33:03it's a face cream it's a face cream if

33:04it's a dashboard it's a dashboard you

33:06actually need to call it out because

33:07sometimes people come to introduce their

33:08product like this

33:10amazing workplace management tool it's

33:12like so what does that mean

33:14you know what what actually is that or

33:16you know it makes your face

33:17feel beautiful great makes your face

33:20look beautiful great

33:21what is it it's a serum it's a makeup

33:24it's so actually telling people what

33:26that product is

33:27so they can start to to imagine how it

33:30fits into their lives

33:32um and actually make sure it's really

33:34clear that you're communicating what the

33:36product

33:36is so that they can grasp what it is

33:38they do

33:41so here is an um an example

33:46so this is just so now on this landing

33:48page they've gone through the first half

33:50of the page where they've talked about

33:51the user and now they've come to

33:52introduce the solute

33:54introduce their product which is uh

33:56which is an a based

33:58um tool that helps to help

34:01marketers to conduct market research so

34:03again it's

34:04uh it tells you immediately in the

34:06headline what it is and right underneath

34:07it goes into you

34:09explains what it uses and how it solves

34:12the problem for them immediately

34:16and as well this is going back to

34:17another example from from savvycal so

34:20they've been half the page this one

34:21about how they've talked about how

34:22awkward

34:23it is to send to send a scheduling link

34:28to someone else and now they so now

34:30they've come to introduce

34:31their product they say finally a

34:33scheduling tool that both the sender and

34:34the recipient will love

34:36so it's segueing into so again a

34:39scheduling tool it's extremely clear

34:40what it is

34:41you know what it is and how it works and

34:44that it's something that both

34:46both you're going to love and that the

34:47sender is going to love as well so it's

34:49something that is

34:50easing that pain as well but it's also

34:53talking about it in an emotional sense

34:54it's something that you're going to love

34:55instead of something you're going to

34:56feel weird and uncomfortable about

35:00all right and now so once we've

35:03introduced the product so now we're

35:05getting deep into the product stage of

35:07awareness now we have

35:09more when we have more space we've given

35:12the reader so much up front it now gives

35:14us uh you know the ability to talk about

35:17the product that we have

35:18so once you've given them the high level

35:20overview of what it is

35:22and talked about some of the features

35:23when you just briefly introduce the

35:25product

35:26now we can dive a bit deeper into it so

35:28what i mean again it's not giving them a

35:30dry

35:31bullet list of all the different

35:33features we're actually going to be

35:35showing them and spelling out how it

35:40works because we want them to imagine

35:42how this product fits into their lives

35:44we want them to make that connection

35:45with how it applies practically

35:47um in terms of their day-to-day lives so

35:50we want to we want them to imagine as if

35:52they've already ordered the product or

35:54they've just

35:55logged into the you know this just

35:56signed up for the software and they're

35:58going to jump in and start using it

36:00they're unboxing it right now and this

36:02keeps the product

36:03the focus on the product as the vehicle

36:05for the transformation your reader is

36:06looking to achieve

36:08and not and doesn't just leave the the

36:10focus on the product itself it helps

36:13show how the product is fitting into

36:14their lives in order to enable that

36:16transformation to relieve that pain or

36:18problem and bring them to the

36:20you know bring them to the stage of

36:22happiness where there's no there's no

36:24more pain or problem

36:26that needs solving again um in terms of

36:29spelling it out

36:30how it works briefly describe and

36:34briefly and clearly describe how they

36:36use it you know just

36:37that's the fact that you're gonna

36:39describe how they're gonna start using

36:41the product it sets up the right

36:43expectations

36:44and it reduces the fear of the unknown

36:46so any new user

36:48you know this is the first time they've

36:50met you this is the first time they met

36:51your brand this first time they met your

36:53product again this is not like the fifth

36:54retargeting ad that they've seen after

36:56five weeks of

36:57being bombarded by your ads um on

37:00facebook and any other platform

37:01this is the first time they're

37:03interacting with you so

37:05this already is setting up the right

37:07expectations from the beginning

37:09you know this um they do not need to

37:12guess

37:13at what will happen when they when they

37:15place their order when they sign up on

37:16login for the first time they know what

37:18is supposed to happen if that for them

37:20as a user is really as

37:22a customer is extremely empowering so by

37:25this point they're starting to think

37:26like this is something really

37:27interesting i want to learn more i'm

37:29thinking maybe about buying this or i

37:30want to do some more information

37:32so what we're doing here is just giving

37:35them that right information in the right

37:37time

37:37we're showing them how it works how they

37:39can play with it how they use it

37:41so there's a few different ways um that

37:43you can do it you can do that in a

37:45numbered list

37:45in a sequential so this is a step one

37:48step two step three step four

37:50sorry you can use boxes or icons or

37:52different creative ways to do it or you

37:54can tell

37:55a quick story so if you have a customer

37:56use case you can actually

37:58introduce a testimonial say i bought a

38:01product x

38:02this is what happened arrived after you

38:04know shipping took two days

38:06i opened it started using two weeks i

38:08saw amazing results uh something like

38:10that so

38:10actually just to to show uh the natural

38:14order of things how they start using

38:16your product

38:18and this for example again this is going

38:20back to another example for the

38:21marketing

38:22automation tool so again this is

38:24actually how you use it step one

38:26enter you know uh search parameters step

38:28two late the ai do the work and step

38:30three

38:30see everything wow really easy and the

38:33fact is you've broken it down into steps

38:35as well makes it

38:37makes it seem easy because they've been

38:38struggling with the pain or problem

38:40or they they've become aware that

38:42they're they have

38:43this pain or a problem and they want

38:45something that's going to be easy they

38:47don't want something that's going to be

38:48more complicated or make their life more

38:50difficult

38:51than it already is they want something

38:52that's going to actually help them and

38:54make their life

38:54easier as well as easing the pain

38:58example and here here as well here's an

39:00example from the

39:01the hair loss shampoo again it

39:05actually explains how they're going to

39:06use the product it's before they even

39:08actually get it

39:09at the first time how to use it how to

39:11apply it

39:12what they're going to feel the first

39:13time and then what they do the hair

39:16even after they've used it so just to

39:18really walk them through and show them

39:21what is actually going to happen to them

39:22step by step

39:24so they can actually picture so this as

39:26well they actually picture themselves

39:28you know massaging their head with this

39:30with their shampoo wondering how it

39:32feels how much they have to put on their

39:33hand

39:34so they're already thinking quantities

39:36they're thinking how the bottle looks

39:37how the bottle might feel in their hand

39:39all these kinds of things it's really

39:41um it's really powerful in terms of

39:43connecting into the product

39:44that you have even if they have even if

39:46they've never touched it before

39:47again even if this is the first time

39:49that they've they've seen it or they've

39:51come across

39:51it all right and now

39:57sorry

40:01you can jump in and do some the talking

40:02too if you want i'm just

40:04i'm doing all the talking i i'm learning

40:07i am really learning and i have

40:09questions as you're saying i'm like i'll

40:10wait i'll wait so

40:11okay okay we're almost done nine and we

40:14got to we've got to 12 so we're almost

40:16we're almost done here so

40:18in terms of uh so now at this point

40:21we've we've spoken about the product

40:23we've described the product we've

40:25from the first time they've landed on

40:27the page and we're walking them slowly

40:28through these different stages of stages

40:30of awareness

40:31so after they become product aware the

40:33next natural progression is to become

40:35most aware that's it

40:36yes this is a great product this is

40:38helping me solve something it's helping

40:39me achieve this kind of transformation

40:41that i'm looking for in my life

40:43and we want to bring them to that point

40:44where it's like actually yeah i do want

40:46to buy or yes i would like to sign up or

40:48yeah i want to drop in my details

40:49in this lead gen form and i actually

40:51want someone to contact me

40:53so at this point as well now that we've

40:56made all these claims about the product

40:58this is the best point to back it up

41:00with social proof

41:02you know um one of the best things is

41:04any anytime you make a claim

41:06on the page about your product what it

41:08does how it works everything you need to

41:10have

41:10it's great the more third-party evidence

41:14that you can have

41:15to actually verify those claims because

41:17again this is the first time they come

41:19interact you they don't

41:20know unless you you know coca-cola and

41:23everyone knows you by

41:24by brand name and colors they don't

41:26really know who you are they're not sure

41:27if they can trust you

41:29yet so even though they think wow this

41:31is great wow i'm really interested in

41:32buying

41:33you need to give them those reasons to

41:36trust you

41:37so really introducing the social proof

41:39here again at this point they'll be

41:41likely to be very interested

41:42in taking action but we need to give

41:44them those reasons

41:45extra reasons to believe that what we're

41:47saying is true because

41:49obviously you know obviously the product

41:52is great

41:52but we need to make sure that that they

41:55know that they can be absolutely sure

41:57that it's great so what's different

41:59kinds of social proof which you can use

42:00so you can include survey results

42:03like ninety percent of customers after

42:05three weeks saw results or you know 95

42:07percent of customers

42:08would recommend it this product to a

42:10friend um statistics

42:13and things like that user test results

42:16um

42:16so if a user has actually tried a

42:18product themselves and how they

42:19how it helped them achieve the set

42:22transformation that they were looking

42:23for

42:24helped alleviate that pain um media

42:26mentions

42:27if anyone has called it out in the media

42:29if it's been featured on a you know

42:31on a tv show it's been feat you know uh

42:33youtube

42:34famous blogger influencers people have

42:36recommended this product

42:38and if of course it's not necessarily

42:40going to work for these larger

42:42b2b and enterprise companies but then

42:44you can include

42:45clients for example uh client logos

42:48or high level testimonials from clients

42:50that have used the product or do

42:52engage with the services and that are

42:55and that are very happy with them

42:59so here's a couple of examples of social

43:02proof this one is one of my favorites

43:03from better proposals

43:05they have a widget that it update

43:06actually does update every 24 hours so

43:08it tells you how much business was won

43:10in the last 24 hours thanks to thanks to

43:13their sas products so that is something

43:14that's really

43:15powerful it's not just this is a great

43:17proposal software

43:18hey actually in the last 24 hours this

43:20is how much business

43:22this proposal software helped generate

43:24you know the dollar value

43:25and actually as well it also includes

43:28the logos of companies that like to use

43:29you know big companies that like to use

43:31this software as well

43:35um as well this is also this is also a

43:37different size product so they have here

43:39you know join over 7 000 small

43:41businesses and their teams

43:42they've included you know uh they're

43:44they've got rev you know independent

43:46reviews on google and captera and g2 and

43:48things like that and they've included

43:50some as well on the page to help

43:51back that up so everything they've said

43:53on the page to this point it's great

43:55oh but now actually other people are

43:57verifying that what we're saying is true

43:59so that's just um that's just making

44:02your argument all the more stronger

44:04and here's another example from the

44:06vitamin brand ritual as well

44:09skeptics speak so when millions of

44:11bottoms deliver discover what ritual

44:12users actually have to say

44:14so often we find that people are very

44:17find that people when it comes to

44:18supplements or when it comes to health

44:20products they can be really skeptical

44:22because there's a lot of shady shady

44:24businesses out there

44:25unfortunately so they're actually at

44:28address this head on by saying so if you

44:30have any doubts up to this point

44:32here's what people here's what people

44:34who are skeptical just like you actually

44:36have to say about using this product so

44:38that's really a really strong way of

44:39calling it out

44:43so now we are in all right so we have

44:47really walked them through all the

44:49different stages of wind just to recap

44:51so going almost at the end

44:53so we we walked through the head the

44:55headline

44:56the lead the pain uh they agitated the

44:59pain

44:59we disqualified other solutions we've

45:03agitated the pain again introduced the

45:05product we've walked through how it

45:07works we've given them social

45:08proof to prove that what we're saying is

45:10is true and why they should listen to us

45:12and now we're coming to the stage where

45:13we're really going to eliminate

45:15all doubts it's helping them transition

45:18this is the hardest transition of all

45:19between

45:20transitioning them from product to way

45:21to most aware from hey that's a great

45:23product yeah maybe next time

45:25and clicking away to actually this is a

45:27great product actually i want to buy it

45:28now or i

45:29want to leave my details or i want to

45:31you know sign up for this free trial

45:33so the one of the ways to do that is

45:36just to get rid of any

45:37again trying to get rid of any risk any

45:40doubt

45:40anything that might uh trigger any kind

45:43of negative reaction for them so

45:46you know we want to minimize the risk to

45:49the point that is insignificant

45:50compared to the value that they could

45:52get by choosing to buy or sign up right

45:54now

45:55so the here is where you can actually

45:57bring the focus to the brand or the

45:58company and actually take the focus away

46:00from the product actually

46:01we haven't mentioned the brand or

46:02company up until this point we've

46:04actually talked only about the product

46:06and how it fits in the live

46:07in the context of our user with this has

46:09been so so user focused and only now

46:12when we're coming to the end oh by the

46:13way

46:14we're also a really awesome company uh

46:16you know we're also

46:17socially responsible we're also um we

46:20also promise free shipping we also have

46:22a warranty we have a money back

46:24guarantee we have uh you know

46:26free trial no credit card required so

46:30at this stage you're looking to give

46:32them any

46:33give them any additional reasons to help

46:36make them feel that this

46:38that taking the action that we want them

46:40to take is really a no-brainer

46:42that it actually really makes logical

46:43sense as well as emotional sense

46:46so there are few ways again you can do

46:48it as i mentioned if you have a

46:49money-back guarantee

46:50great you know if you have a warranty on

46:52the product again if it's a physical

46:54product you know e-commerce

46:57um do you have a time if you're if it's

46:59to book a demo do you have a time limit

47:00on the demo call respecting the user's

47:02time it's a 15-minute demo it's a

47:0420-minute demo

47:06um you know your promise can you promise

47:08that you're not going to

47:09sell to them do you have any frequently

47:11asked questions is there a way that you

47:13can

47:14actually address any further objections

47:17that

47:17um or any common objections that people

47:19have what about shipping what about

47:21um price you know are there additional

47:25fees and charges for shipping how about

47:27the shipping time

47:28is it made in china all these kinds of

47:30things that people might ask you can

47:31actually take that

47:32to and you can answer that as well from

47:34a brand and from a company perspective

47:36and not just

47:37to actually show that the company behind

47:40this amazing product

47:41is also responsible and it's also a good

47:44company it's also someone that you can

47:45trust

47:48so here's an example of going back to

47:50the the supplement

47:52vitamin and supplement ritual so again

47:55easy to start

47:56easy to cancel you know our teams of our

47:58team of scientists and nutritional

48:00experts are on a mission to turn your

48:02new healthy habit into a ritual

48:04so this is close towards the bottom the

48:06bottom of the page and it's hinting that

48:07it's not just

48:08easy to get started you can can cancel

48:11if you need to or if you want to or you

48:13change your mind

48:14there's free shipping you control your

48:15delivery date and you have a 30 day

48:17money back guarantee so this is really

48:19leading into

48:20the end so it's really calling out all

48:22these different reasons why this is

48:24a no-brainer why there's absolutely

48:26there's as least risk as possible for

48:28them in making a decision

48:31all right now

48:34coming down to the end we're on to the

48:36last two elements

48:39all right so and by the way we're

48:42getting a ton of questions but i'm

48:43i'm saving them because sometimes some

48:45of the questions are getting repeated

48:47some of them i'm not clear so i'd love

48:49i'd love to hear your opinion but we'll

48:50wait you know we're giving you a chance

48:52to catch your breath

48:53sorry thank you yeah i'd be i'd be happy

48:55to of course be happy to answer the

48:57question we're

48:57this close to finishing thank you

48:59everyone for being for being patient

49:01it's been awesome

49:02like jam-packed with information so okay

49:05fantastic great i'm

49:06happy to hear so uh that 11th element is

49:10now we're bringing

49:11we're coming to the close so we've

49:12talked we've walked with them so we're

49:14bringing them now to the point where

49:16they are definitely most aware with high

49:18intent

49:18the high intent to actually take the

49:20action they are this close

49:22to actually converting on the page we

49:24just need actually to help give them

49:26that little bit nudge that little bit of

49:27encouragement

49:28to actually help them encourage them to

49:31take that action

49:34so this is where we're introducing the

49:35concept of why you and why

49:37and why now so again the point of this

49:41is to highlight that the product is

49:42helping them

49:43achieve a certain transformation in

49:45their own lives helping solve a pain or

49:47problem that they weren't

49:48previously aware about and it does help

49:50them help make their life better so

49:52again it's not just about what specific

49:54features the product has

49:56it's about what the product can do for

49:58them and how it suits their own purpose

50:00so this can be really simple this is not

50:02like a huge

50:03section of the page it can be as simple

50:06as like a single sentence or one or two

50:07lines just prior to the final cti button

50:10or the lead gen form at the end of the

50:12page to drive this final thought home

50:16um here is another example again from

50:18savvycal so again this is just prior to

50:21the final cta which we can see down the

50:23bottom

50:23so it says again switch to savvy cal in

50:2515 minutes or less

50:26why you should do this and why you

50:28should do it now it takes only 15

50:30minutes to do it it's 100 free there's a

50:32checklist you get help from the founder

50:34really answering there any other final

50:36doubts or

50:37final reasons why what should be

50:39stopping them from moving forward right

50:41now

50:42it's really removing all of those um

50:44those barriers to conversion

50:47and as well here this is another example

50:49for

50:50the assassin for the sas product again

50:53there's no catch no hard pitch just a

50:55peek at how easy it can be for you to

50:57get the data it's only 15 minutes

50:59and you can book the demo right now so

51:01it's not

51:03so it's really removing there's no risk

51:05there's going to be no

51:07know no it's not going to be a a sales

51:09call it is actually just going to be a

51:10demo and this

51:11and then it's only 15 minutes and so

51:14that's it

51:15and the last uh the last yeah lucky last

51:18number

51:18element number 12 of these called this

51:21cold traffic landing pages is the strong

51:22call to action

51:23so we have come a really long way from

51:26completely the from the user being

51:28complete the reader being completely

51:29unaware when they first landed the page

51:32to walking them through to the point

51:33where they're actually most aware with

51:34high intent this has been a long

51:36journey literally when someone's reading

51:38the landing page they can do this in

51:39five minutes

51:40um but we're now ready to finish off the

51:42close with a really strong uh call to

51:44action

51:45so we've walked everyone through we've

51:47walked these readers hand-in-hand

51:48through all these different stages so

51:49now

51:50by having set up everything to this

51:53point

51:54the ask the final ask the final call to

51:56action

51:57is really really easy to do because

51:59we've reduced any risks any doubts

52:02of anything of what might potentially go

52:05wrong or if it doesn't work or if

52:07or if we've reduced the that amount of

52:10risk

52:11and it's almost it's insignificant

52:12compared to the value of what they'll

52:14get if they actually

52:15take action now and so

52:18and again because the focus of this page

52:21has been so much on the cut

52:22the customers journey the reader's

52:24journey asking them to take this final

52:26step

52:26is is very easy so it's just as simple

52:29as finishing off with

52:30a strong clear a strong clear action

52:33based or value based

52:34cta so

52:38and that can be just as simple as so

52:40this is one again for

52:42the hair loss shampoo so again benefits

52:45best prices exclusive complimentary

52:47cancel you know achieve your long

52:49achiever goals and subscribe now that's

52:51it that's the cta again

52:53leading into those last final uh

52:56objections that people might have and

52:57immediately the cta is at the bottom

52:59it's setting them up

53:00for reducing any um any possible

53:03barriers to conversion really right

53:04before the actual

53:05point of conversion which is the call to

53:08action

53:09this is a different example from semrush

53:11again get started today get seven days

53:13of full access cancel anytime

53:14start your free trial boom very clear

53:17very clear and straight to the point

53:19uh this is another one um from another

53:22sas product so

53:23uh get started with easing time tracking

53:26in under a minute with no credit card

53:27boom again just those

53:29last final potential maybe maybe not

53:32maybe it's going to be difficult

53:33answers all those objections boom the

53:35call to action

53:37um so that's that's it

53:41that's all the 12 elements um it's

53:44it sounds really low once you put them

53:46into practice though it really helps

53:48um drive conversions on cold traffic

53:51landing pages and may your cold traffic

53:53landing pages

53:54never be as confusing or as awkward as

53:55this gif so

53:58oh i love it really informative by the

54:01way

54:02uh so a ton of questions um i'm just

54:05gonna

54:06make a couple of comments just kind of

54:07thinking about it because sometimes

54:09you get to the site and right away

54:11they'll contact us and i'm like

54:12dude i don't know who you are wait give

54:14me a minute

54:16just to understand and believe me uh

54:19i was talking i'm like when i decide to

54:20contact the company because they've

54:22convinced me

54:22i will find that contact this button or

54:25whatever button you want to call

54:26now don't do something as silly as

54:28hiding it but at the same time like

54:30don't show it to you like

54:31i've been there and i'm like right away

54:32contact cause i'm like i don't know you

54:34wait give me give me a minute to

54:35to recover and that's really what i love

54:37is like kind of taking the reader

54:38through that progression where it's like

54:40oh yeah here's a problem oh yes i've

54:41been

54:42i mean savvycal where i'm like oh yes it

54:44is awkward yes

54:46like you know what i'm saying but no one

54:48had ever really spelled it out

54:50until i saw it and i'm like yes i

54:51completely agree thank you for putting

54:53like you know

54:54my thoughts into words so let's let's

54:58jump through

54:58the questions um and i'm gonna go in

55:02in order as much as i can because some

55:03of them came through the question and

55:04some of them came through the chat so

55:06we'll we'll get we'll get through them

55:07um first question

55:09do these examples only apply let me put

55:11this over here so it doesn't look like

55:12i'm looking away from people

55:14um do these example examples only apply

55:17to

55:18traffic coming from ads or is it also

55:21for non-ad

55:22pages uh if it is also for non-ad pages

55:26um then many of these headlines and this

55:28is how you call it

55:29so they can they can for example i mean

55:31you can set the

55:39so i didn't cut you off you were you

55:40were cut off the zooms fall

55:42um so we can always

55:46consume yeah so

55:50so um so the the the beauty of this is

55:53that you can actually apply it to

55:55a lot of different formats so for

55:57example i know a lot of performance

55:59marketers like to apply the same plate

56:00to the advertorial or the editorial kind

56:02of format so it looks so

56:04it actually reads or looks like a blog

56:06post but it actually contains all of

56:08these elements

56:10in it and that makes it very powerful

56:11especially for um

56:13for d2c brands or but you can actually

56:16set it up like a formal landing page

56:18like a sas product or you can have it

56:20almost you can structure it like a blog

56:22like a blog post on a website as well

56:25it's simply the process of taking

56:27people again it's just taking making

56:29sure you take them from that place

56:31of being on being totally unaware and

56:33revealing the

56:34bits of information one step at a time

56:37all the way to the end to actually bring

56:38them to this point where they're

56:39interested

56:40case studies this also works really well

56:42for case studies so if you actually want

56:44to structure something like a case study

56:45so if it's

56:46enterprise or you know b2b high up

56:49um company so you structure you assume

56:52that people are unaware when they start

56:53reading the case study so then you

56:55actually introduce the pain the problem

56:56you actually introduce the facts the

56:58statistics and actually reveal

57:00along the way how the product does so

57:01this also again

57:03um it's it's a really flexible framework

57:05but just these elements you can kind of

57:07mix and match them

57:08uh for almost any application and it's

57:11not so it is

57:12it is primarily for cold traffic it's

57:14really strong for helping convert cold

57:15traffic but

57:16there's it also wastes for warm and hot

57:18traffic too awesome awesome

57:20but by the way i think this is the um

57:22and we'll go back to the webinar talk

57:24but this is the most diverse group of

57:26attendees that we've had

57:27because we have people from as far as

57:28japan ukraine

57:31saudi arabia all over the place actually

57:33spain all over the place hello everyone

57:35and i just kind of scrolled through and

57:36lots of people said hi and i didn't

57:37respond so i'm sorry

57:38hello everyone so um but let's continue

57:42on that thought

57:43and um the the question was like you

57:46know do you think like you know like the

57:47the um

57:48the headlines that said this is how you

57:50close and the question was well this is

57:52not great for seo

57:53so if i use it's what are your thoughts

57:56on that kind of the conversion copy

57:57versus the seo copy

57:59how do you handle that when clicking on

58:00when you're working with companies

58:02um so again it's different if if you're

58:04running paid ads to the landing page

58:06unless the landing page is like hosted

58:08on your website or it's

58:09hosted on a third-party site or like

58:10unbalanced or leak pages or something

58:12else that's kind of floating

58:13there in in in the internet and doesn't

58:16isn't necessarily connect

58:17embedded in your site um i always

58:22you know it's if you're if you're using

58:24this on a page on your site you will

58:26have other pages on the site that are

58:28also very seo focused

58:29at the end of the day you know seo is

58:32great

58:33but what's important is if it's going to

58:35connect with the reader

58:36i mean we can't you can look at weaving

58:38in seo keywords and

58:40google's you know the algorithms are so

58:42so so smart

58:43these days they you know they add so

58:45many long tail keywords and so many

58:47natural phrases into the

58:48writing that the more the more you write

58:51for the user the more you write for the

58:52customer then

58:54often the more high performing the

58:55article or the

58:57the page is actually going to be whether

58:59or not it's actually

59:01certain you know hit certain keyword

59:03targets awesome

59:04so we okay i am overwhelmed right now

59:07with the number of questions but we had

59:08promised some people

59:10because as we're speaking we just got 11

59:12more questions like oh gosh

59:14we had promised people to do some

59:15landing pages so how about we do this

59:17we'll take two or three more questions

59:19um and then um i will send you the

59:21questions maybe you can record videos it

59:23will make like a great content as well

59:24like you know we can we can share them

59:26and we'll send them to kind of like know

59:27everybody

59:28uh it's just right now i think we have

59:29almost like about 20 some questions so

59:32yeah to go through all of that it's

59:34going to be a little tough so

59:36um so i'm going to ask just i'm going to

59:39pick a couple questions and again

59:41i will beg you to like you know answer

59:43questions i think you're nice you'll

59:44answer questions as well afterwards

59:47so looking at the examples

59:50let's say we're considering um we are

59:52considering a landing page for a demo

59:54what changes you would consider at the

59:55landing pages objective

59:57is a webinar sign up for example or

1:00:00content download

1:00:01uh what what do you think so in terms of

1:00:04what

1:00:04um how sorry just to repeat the

1:00:06questions

1:00:07yeah if you have if you're creating a

1:00:09landing page for

1:00:10a content download or for a webinar

1:00:12registration would you use the same

1:00:14framework so again it would really

1:00:17depend on what the offer is

1:00:18so again it's it's not

1:00:22this is the core of the framework and so

1:00:24it is flexible so the more elements you

1:00:26can include the better

1:00:27and it doesn't mean that it has to be a

1:00:29hugely long

1:00:30landing page either you can dedicate a

1:00:32sentence or two sentences to each one of

1:00:34those sections

1:00:35and you'll come up with a fairly you

1:00:37know a fairly small uh

1:00:38opt-in page or a content download page

1:00:41or something like that

1:00:42the the idea is simply that these these

1:00:45are kind of check points

1:00:46here for you to grade your page against

1:00:48it's like have i addressed this have i

1:00:50addressed this have i maybe addressed

1:00:51any objections

1:00:53um this is you know this is again suited

1:00:55to completely cold traffic and this is

1:00:57actually getting people

1:00:58to encourage people to convert even if

1:01:01it means they actually have to dig out

1:01:02their credit card and pay for something

1:01:03right now

1:01:04so when you have a lower risk offer

1:01:06where it's just drop your email and

1:01:08you know we'll send you an ebook or drop

1:01:09your email and sign up for this webinar

1:01:11you

1:01:11don't you won't necessarily have to do

1:01:14so much convincing

1:01:15you don't necessarily have to go through

1:01:17all of all these phases because

1:01:19they will learn more information as they

1:01:20go along um throughout the webinar as

1:01:23they read the ebook

1:01:24and things like that so um you don't

1:01:26need to

1:01:27you don't need to stress about including

1:01:28all the elements on the page

1:01:30especially if the offer is a lower risk

1:01:32offer this is even for offers that

1:01:34are a few hundred dollars or a few

1:01:36thousand dollars

1:01:37um it's or or a free trial that's gonna

1:01:40turn

1:01:40gonna turn into a pay you know into a

1:01:42paid sas um

1:01:43a paid subscription plan or something

1:01:45like that awesome

1:01:46so um everyone i will take a couple more

1:01:49questions

1:01:50um we had promised to do a landing page

1:01:52critique so if you have a landing page

1:01:54you would like

1:01:55them to take a look at i'm gonna mostly

1:01:57moderate when you have somebody who's

1:01:58really good you just

1:01:59kind of shut up and listen so that's

1:02:00what i'll do

1:02:02um but yeah if you have a landing page

1:02:04put it in the chat and

1:02:05let's take a look at it now there's a

1:02:08bunch of questions

1:02:09that really came around the landing page

1:02:13length so one question said well do i

1:02:14break the framework into multiple pages

1:02:17uh so you know kind of

1:02:18around that and also once the page too

1:02:21long so the visitors are dropping and

1:02:22don't convert at the bottom

1:02:24um are there are there guidelines for

1:02:27when

1:02:27there's just too much copy and then

1:02:29people are scrolling and what are your

1:02:31thoughts on that

1:02:32yeah so one of the other ways so you can

1:02:34include and so again if you're looking

1:02:36at

1:02:36specifically a landing page so you

1:02:38really want to have one course cta that

1:02:40doesn't mean that you can't

1:02:41hide that cta further up in other

1:02:43sections on the page

1:02:45um it does and again it doesn't mean

1:02:47that you have to leave the only cta down

1:02:49at the bottom so there are a few

1:02:50different ways that you can nudge that

1:02:51same cta

1:02:52in because we want them to take one

1:02:54action by the time that they've read

1:02:56through this you know they've gotten to

1:02:57the bottom of this page we don't really

1:02:58want to be

1:02:59including a link to a blog post or

1:03:01something else or a link to

1:03:03take them to an about us page or to

1:03:04somewhere else we want to keep their

1:03:06attention the reader's attention focused

1:03:08on

1:03:08the one action that we want them to take

1:03:10so that said there are different

1:03:12sections throughout the page where you

1:03:13can

1:03:14put the same cta in at different breaks

1:03:17so for example when you start to talk uh

1:03:19you start to disqualify other solutions

1:03:21so when you're back up at the top so

1:03:22you've started uh you've talked about

1:03:24the pain of problem again

1:03:26um it can be one or two sentences

1:03:28agitate a little bit want to say

1:03:29two sentences start to introduce um

1:03:33the the other solutions that might might

1:03:35be out there then you can actually

1:03:37have a small box or have a so you know

1:03:39have another cta that says actually

1:03:40there's

1:03:41you know there's a there's a better

1:03:42solution out there click here to learn

1:03:44more click here to try now or

1:03:45it will take them to the it will lead

1:03:48them to the same cta

1:03:49um you can also use a text link inside

1:03:53the copy

1:03:53so you can include when you start to

1:03:55talk about the product you can actually

1:03:56link through to the

1:03:57whether it's a checkout page or a signup

1:03:59page or whatever you have what's

1:04:00whatever the next step is for the after

1:04:02the landing page

1:04:03you can actually include it as a text

1:04:05link as well in the body of the copy so

1:04:06it's not they have to scroll all the way

1:04:08through the page to get to the one cta

1:04:10at the bottom

1:04:12i like that and i'm a i've i've learned

1:04:14over the years to be a big believer

1:04:16in long copy landing pages um and people

1:04:19like that doesn't work i'm like you know

1:04:20what

1:04:21if you're able to create intriguing copy

1:04:25i will read every word you know and and

1:04:26if i'm not intrigued i'm like i don't

1:04:28care

1:04:28if it's short or long i'm just not going

1:04:30to read it but if you're able

1:04:32to capture my attention and i'm like

1:04:34this is interesting and i keep on

1:04:36reading

1:04:37um and we've tested this so many

1:04:39different times

1:04:40when it comes to ctas and this is sort

1:04:41of interesting so we did this one long

1:04:44very long copy for uh for a sas

1:04:47sas website and they hated it and took

1:04:50weeks to convince them

1:04:51and ultimately we test it out and it was

1:04:54interesting because

1:04:55um we've also tested within that long

1:04:57copy whether we need to have multiple

1:04:59ctas

1:05:00uh so i think in one version had like

1:05:01almost like you know 10 15 ctas

1:05:03and the other version had like only four

1:05:05of them but it's the same copy otherwise

1:05:08so what was interesting on desktop the

1:05:10version that had lower ctas

1:05:12um actually won on mobile the version

1:05:15that had more ctas

1:05:17actually won and then figure on desktops

1:05:20easy for you to go back and forth

1:05:21on mobile no you want those ctas because

1:05:23you're not going to scroll up and down

1:05:25and all that

1:05:26and i think the company we're working

1:05:27with they're so excited they're like oh

1:05:29this i mean it was it went from half a

1:05:30percent conversion rate to a 1.5

1:05:33and they're like oh this is absolutely

1:05:34amazing people love it and i wrote about

1:05:36this i'm like

1:05:37not really 98.5 percent of the visitors

1:05:40still hate it

1:05:41you know yeah it's better it's like you

1:05:42know it's nice when you work with a

1:05:44landing page you're able to triple the

1:05:46conversion rate

1:05:47but i'm like still majority of your

1:05:48visitors were not intrigued enough

1:05:51to to actually uh to take a look um

1:05:54another another question um and we have

1:05:57an example and then we'll

1:05:59finish because i think we've taken too

1:06:00much of your your time what time is it

1:06:01for you by the way and

1:06:03oh it's late it's late so it's all right

1:06:06it's all right so i'm lucky my kids are

1:06:08asleep so that's um

1:06:11uh it's funny because like you know like

1:06:13we usually do those webinars

1:06:14earlier um and simba decided to schedule

1:06:17that this time maybe he worked it out

1:06:18with you i mean i always say i'm like

1:06:20see the speaker when they schedule

1:06:21but i have i told him like this time is

1:06:23scary because my kids tend to show up

1:06:25to to meetings thus i had to run i'm

1:06:27like please leave me alone

1:06:29and then my mom has a habit of calling

1:06:30me she didn't do

1:06:32she's like she would cause like why

1:06:33aren't you answering i'm like i am in

1:06:35the middle of a webinar with about a

1:06:36hundred and some people

1:06:38please like you know but anyways um

1:06:41so a question over here uh would you

1:06:44think this approach would work with d2c

1:06:45brands with inexpensive products when

1:06:47the homepage is the main landing page

1:06:50yes actually yes yes it absolutely does

1:06:53there's actually um

1:06:54you could call it a case study we had we

1:06:57adopted this

1:06:58approach uh about a year almost two

1:07:01years ago for a dtc brand where they had

1:07:03they were actually

1:07:04um they were a jewelry brand and so the

1:07:06they were running their current product

1:07:08their current job so

1:07:09just the best story they were crying

1:07:10they currently jewelry product

1:07:12um it was like a swarovski bracelet and

1:07:15they were running it and they were

1:07:16kind of breaking even but in order to

1:07:18actually start making

1:07:19driving revenue they actually had to

1:07:21increase the product price by like 50

1:07:23so how are they actually going to do

1:07:25that how are they actually going to

1:07:25start telling

1:07:27how they're going to bump up the price

1:07:28without angering any current users or

1:07:30without scaring off any new you know any

1:07:32new potential customers

1:07:34so we wrote a long form learning page

1:07:36that we actually wrote it like a

1:07:37magazine

1:07:38magazine style article we included all

1:07:41of these elements in the page

1:07:42um and as far as i know it's still the

1:07:44control um almost

1:07:46a year and a half or something later

1:07:48it's still driving revenue for them

1:07:49so not only was it able to con so and

1:07:52that was so it would push the price of

1:07:53the bracelet from 60 to 90 dollars you

1:07:55can do it for

1:07:57you know a product that's even a few

1:07:58hundred dollars as long it

1:08:00because what it does it simply walks

1:08:01them through the different stages it

1:08:03explains why the product is valuable why

1:08:05it's worth

1:08:06the amount that it's worth and it gives

1:08:07them a reason it gives them a way to

1:08:09connect

1:08:10um with the value of the product just

1:08:12beyond the nuts and bolts of it just

1:08:14beyond that okay it's a bit of leather

1:08:16and some swarovski how much could it

1:08:17cost it's like no actually this was

1:08:19designed this is a product

1:08:20it was handmade etc you actually tell

1:08:22the story of the product behind that as

1:08:24well and give them a chance to bond

1:08:26uh with the test you know with the

1:08:27testimonials with everything else that

1:08:29they had about the product

1:08:30i like that sound like that's a lot so

1:08:32i'm gonna i'm gonna share

1:08:34and this is the one landing page that

1:08:35we're gonna take a look at and claire is

1:08:37super smart because

1:08:38she sent me that question and then i

1:08:39didn't i didn't pick the question it's

1:08:40like well i'll give you the landing page

1:08:42take a look at how about that

1:08:43so i'm like um am i sharing the right

1:08:45screen there's a show

1:08:47i can't even pronounce the name of the

1:08:48website it's a it's a

1:08:50it's a financial landing page correct i

1:08:52think like you know the like you know

1:08:53for it looks like credit card um form

1:08:57and her question was about the

1:09:01this short like you know small prints

1:09:03and how sometimes it freaks people out

1:09:05and

1:09:06i'll tell people you know i'm selling my

1:09:07kidney to you without actually

1:09:09knowing how how do you deal with that um

1:09:12and before you answer i'll give you a

1:09:14second to take a look at the page but

1:09:15i'll give

1:09:16i i have this rule when it comes to

1:09:17landing pages by the way

1:09:19i would tell them i like to take the

1:09:20landing page copy

1:09:22and i hope it's i assume that's just a

1:09:24completely different language so this

1:09:25has been

1:09:26semi-translated i did google translate

1:09:28to understand what it is

1:09:29but i should be able to tell the cta

1:09:32without you actually like you know

1:09:35having to explain to me if it's in a

1:09:36foreign language that i can't even speak

1:09:37and in this case i think this is the cta

1:09:39i hope it's the cta

1:09:41uh if it's not then you know then

1:09:43there's an issue but um

1:09:45how do you deal with this how do you

1:09:46deal with this uh small prints on a

1:09:48landing page by the way

1:09:50um so there's there's a pla there

1:09:54i mean there's two different ways that

1:09:55you can go about it and i remember this

1:09:57is something i once did with a

1:09:58performance marketing agency they had

1:10:00leads that were coming through

1:10:02there was no fine print there was really

1:10:04almost no barriers to conversion

1:10:06and the leads that coming through were

1:10:07really not qualified they weren't

1:10:09picking up the phone they weren't

1:10:10answering they weren't returning calls

1:10:11they weren't opening their emails that

1:10:12they got sent

1:10:13nothing so we actually included

1:10:15microcopy next to the cta that said if

1:10:17you click

1:10:18you know if you you fill in your details

1:10:20someone is actually going to call you on

1:10:21the phone

1:10:21or someone is going to send you an email

1:10:23you know someone is going to talk to you

1:10:24about this

1:10:25the conversion rate dropped but the

1:10:27quality of the leads improved

1:10:28tremendously so it's it really depends

1:10:32if you if the leads are good quality if

1:10:33the leads are converting well even after

1:10:35they're doing this

1:10:36i mean that's kind of the goal of the

1:10:38landing page it's nice to have a high

1:10:39converting landing page

1:10:40but if you have a high converting

1:10:42landing page and then lower conversions

1:10:44at the bottom of the funnel

1:10:45there's a disconnect there you can have

1:10:47a lower landing page conversion

1:10:49and actually a higher conversion rate

1:10:51for those leads at the bottom of the

1:10:52funnel and that's

1:10:53and that's an indication that it's a

1:10:54good landing page and that means you

1:10:56have to work you work less hard to close

1:10:58all of those leads so even though it's

1:10:59not maybe generating

1:11:01so many leads the leads that are coming

1:11:03through are more likely to close

1:11:05um so this and i know i can see that

1:11:08this here is about you know that i've

1:11:09read the

1:11:11i've read all these things one of the

1:11:13things that you might um consider doing

1:11:15is actually maybe putting this on a

1:11:16separate page so once they've actually

1:11:18filled or maybe breaking up this form a

1:11:21little bit so having just the first two

1:11:22fields like their name and first last

1:11:24name

1:11:25um and their age and then click through

1:11:26to finish off and then having

1:11:28another two or three questions on the

1:11:29page and then they need to just take a

1:11:31box at the end so kind of laying out the

1:11:33trail for them like breadcrumbs

1:11:34so they don't feel like they have to

1:11:36like like you said they don't have to

1:11:37sign away their kidney before they've

1:11:39actually

1:11:40con you know they've actually learned

1:11:41anything else about the product they

1:11:43feel like they've started the process

1:11:44and they're just

1:11:45um you know every time they progress

1:11:47past a page or past two questions they

1:11:49just get asked another two and so it

1:11:50breaks

1:11:51so it doesn't look so formidable and so

1:11:53scary in terms of helping them

1:11:55convert awesome awesome well again and

1:11:58then

1:11:59thank you so much for taking the time i

1:12:01know it's late

1:12:02uh we've taken over an hour an hour and

1:12:04ten minutes uh

1:12:05really appreciate the insights uh

1:12:07absolutely amazing

1:12:08lots of insights we are gonna be making

1:12:11the recording available to

1:12:12everybody so we will send you a link and

1:12:14we try and do it within the same

1:12:16week i'm convincing simba to do that

1:12:18he's sitting listening

1:12:19but i think he's he's used to used to

1:12:21that um we've got a couple of questions

1:12:23by the way um

1:12:24and completely understand would uh would

1:12:25you be sharing the slides

1:12:27um or or not most of our most of our

1:12:29speakers don't by the way

1:12:31so like no i'm happy i'm happy to share

1:12:33them that was

1:12:34that was the idea so i'm going to sign

1:12:35that i'll send you across afterwards

1:12:37awesome

1:12:37and i noticed that you're using canva

1:12:39for for a presentation so that that's

1:12:40the first i like that so

1:12:42you know yeah i found it really easy to

1:12:44make the presentation in camera just

1:12:46present it from there it's

1:12:47um it was surprised i was pleasantly

1:12:49surprised but i'm doing it i've been

1:12:51doing it for about a year now so it

1:12:52actually works really well

1:12:53awesome awesome uh again thank you

1:12:56everybody i am gonna send

1:12:57all the question to ed and then like you

1:12:59know hopefully she can record maybe

1:13:01short videos with those who will share

1:13:02them it'll make her make interesting

1:13:04uh interesting videos and i'm assuming

1:13:07that everybody

1:13:08uh is already connected to her on

1:13:10linkedin if you

1:13:11are not go ahead and do that and you can

1:13:14thank me later because they're just

1:13:15absolutely it's like on daily basis

1:13:17um actually here i can uh i'm not going

1:13:20to share this

1:13:20but yeah i mean i have the people that

1:13:23like and this is my linkedin one

1:13:25i have the people that i like you know

1:13:27bookmark and i'm like i need to go see

1:13:29their updates because the linkedin

1:13:30algorithm just stinks so i'm like oh

1:13:33like you know and then you're like and i

1:13:34think

1:13:35look on top of that list so awesome

1:13:38everybody thank you everyone

1:13:39uh for joining us uh i hope that you

1:13:41found this very hot

1:13:43very useful and you've learned you've

1:13:45learned a lot i've very much

1:13:46learned a lot myself and we will talk to

1:13:49you guys soon everybody

1:13:50take care that's all right thanks guys

1:13:52thanks for coming it was nice meeting

1:13:53you

1:13:54thanks khalid thank you