FaceBook is the land of mis-information – and unless you’re in Chris’s Marketing Secrets FaceBook group, you can’t be sure that what you’re reading has any bearing on real life at all. There is some good stuff amongst all the propaganda and hidden agendas, but it’s like finding a needle in a haystack.
I saw an interesting post in someone else’s group, talking about Free Reports vs Videos as lead magnets, free stuff to get people to opt in to your mailing list. And it wasn’t a question, it wasn’t market research on what the members use, it was a statement.
And that’s fine, all ‘guru’ marketing is done this way, right?
So the guru in question was talking about how he or she no longer does free PDF reports anymore, they just put their info into a video and have that as the lead magnet. So the landing page promises a free video the prospect can watch in exchange for their email address.
And pretty soon the post generated some fairly heated conversation. Some members argued that making a 5 minute video was cutting corners compared to preparing a PDF report, other shouted Hallelujah and are probably rejigging their whole marketing funnel.
Who’s right and who’s wrong?
I can tell you right now – they’re both right!
Here’s a problem that you may have slowly realized is prevalent in the ‘guru’ business – all their advice is based on opinion. Or the flavor of the month. Or whatever cool technology has just come out that they want to be seen to be an ‘early adopter’ of.
At least that last point has some validity, the problem with listening to advice is that you have no way of knowing whether it’s based in fact or on opinion.
The best way around this? I’m afraid it’s the least popular answer of all. It’s the answer the gurus don’t want to give, because it reduces their power over you. (They think.) And it’s the only answer that gives you the power to finally be in control of your own destiny in business.
The answer is: test, test, test!
If you’re driving traffic to a landing page, don’t just switch over to another system just because someone told you to. Even if they are a ‘guru’. Test.
Drive half your traffic to a landing page offering a PDF report, and half to a page offering a video. Put the same info in each magnet, put the same benefits on each landing page, and that’s it. People will opt in for both. One will outperform the other. When you have a winner – refine it by testing other elements.
Next: Go a step further and don’t just measure each page’s optin rates – measure what happens after that. Perhaps one type of optin might go on to be a better customer, spend more, stay for longer than the other. You’ll never know if you never test.
There’s only one reason why you wouldn’t go and put this in place right now:
But it’s not a reason at all – it’s an excuse. The technology is one of the easiest obstacles to get around, even if you barely know how to switch on a computer. There are people out there on sites like upwork.com that you can outsource all this stuff to at relatively cheap rates. You can even hire local high school students for many tasks if you prefer.
If you use WordPress, there are plugins available to make it easy for you to do it yourself. And I’m pretty sure CRMs like Infusionsoft can track all of this stuff as well, the only thing standing in your way is the belief, the opinion, that it’s all too hard.
It’s belief and opinion that causes people to go out and categorically state that one marketing method is better than another. Sure, a quick 5 minute video is easy to make and you can get that up in minutes. But, on the other hand, you can have an outsourcer put together a report in hours.
It’s such a small difference in reality, the video vs PDF debate. Whether you’re a ‘reader’ or you prefer videos, doesn’t matter. The only thing that matters is the numbers – how many people hand over their email address, and how many people become customers later on?
Don’t be convinced to change what you’re doing based on a FaceBook post, it’s just another bright shiny object. If you want to change, test different methods and compare the results without the influence of any guru opinions. Then, stop playing guru-follower and make the decisions that you need to make in order to grow your business. There are no short-cuts or magic tricks, just testing.
Brian Cassingena is Australia’s #1 Copywriting Strategy Expert, direct response copywriter and digital nomad. He runs Cassingena Copy, the 14 Day eBook Factory and other businesses while traveling the world.