Deciding on your angle of attack
Angle of attack? Yeah, I know... what was I thinking when I came up with the names for these sub chapters? It's a flying term anyway, and I figured it described this section well enough while raising your curiosity about it at the same time.
In this section we're going to consider `what does the user want' and therefore what the best angle of attack' is to take if we want to successfully capture that visitors attention and presell them on the product.
So, in the weight loss product review example the best approach was to write a quality review because it's what the searcher wanted. Now, there are basically three styles of website you can create that I've had success with time and time again. They are review websites, story websites and a quick how to followed by a story websites.
These are not the traditional "here's reviews of five products and here's the one we liked best". No, since our websites would probably be targeting a single product name it wouldn't make sense to give the user more choices when they've already decided on one product in particular (because they're searching for it).
Trust me on this one, giving the users choice when they they're not asking for it = lower conversions. So basically, our review type websites will have a single, honest review right at the top of the site in plain view of the visitor.
We won't sell these reviews in any way, nothing fancy, no flashy "5/5 Stars" graphics, we'll just get straight down to the content in a way that compels the user to read on. But here's where we come to a fork in the road.
You need to decide if the user would prefer a long, comprehensive review (If they've typed product name review then I'd always do this one) or if they just want a concise, completely unbiased one which just presents the facts. Comprehensive reviews are much more... wordy.
You'll try to involve the emotions of the reader and establish a relationship which leads to them trusting your final verdict. By the way, for your final conclusion when using this style, you'll want to switch from review to almost selling the prospect.
I might start off a comprehensive review like this:
Hey, Alex here,
(establish personal relationship)
And you're reading my uncensored review of what I really thought about product name. (Everyone loves unofficial, uncut kind of stuff).
Note that this a review though, if you're looking for product name's website then click here. (First affiliate link, you'll get many sales from here) Why am I writing this?
Well, when I was thinking about buying product name, there weren't many real reviews around so I thought I'd write one quickly to help any of you who are in the same position I was. (The reason why I'm writing it eliminates early scepticism and to appear as the `reluctant hero', people love reluctant heroes) But be warned, I'll be going into both the good and the bad points, so if that's something you might not want to hear, then you may as well leave now. (Engage the visitor by challenging them)
Use a similar opening to that, and right off the bat you'll have sparked interest and engaged the reader, given them what they wanted (or clues that you're about too) and created trust by giving clues that you're on their side (and also by giving them a legitimate reason to your motives for writing it).
Yeah, it's a very effective opening, use it wisely!
But back to the point (got a little sidetracked there), you need to decide what kind of review your visitor is interested in.
If you're building a website for a physical product then I highly recommend you don't do a comprehensive review and instead just present the facts with a link to where they can buy the product (your affiliate link of course). E.G. My now famous example : If someone's looking for a shovel, they don't need to be convinced they need one. Or sold on the benefits of using this new age technology of err... "shovelling".
Another circumstance is when a lengthy review simply isn't needed. An example of this is reverse phone detective type programs on Clickbank.
These are websites where you pay and in return get to reverse look up a phone number. Why isn't a lengthy review appropriate here? Because the user probably isn't doubting whether it works or not, after all, they can see the search box where you enter the phone number on their screen.
They just want a quick "here's the facts, the personal info it provides from entering a phone number is accurate" and then a link to where they can use the service. If on the other hand you're promoting a Clickbank E-book type product, then deciding what kind of review page to do can be a little more tricky. You need to analyze your answers to the three questions we talked about earlier (who, why and what) and decide what your visitor wants.
Here are some key points I consider when I'm deciding on what type of review to write:
How literate is the average visitor? The fact is that not all audiences like to read long reviews. Some markets will be accustomed to it but many will not, they may just want to hear the facts and get the product. Not read a wordy 500 word review.
How internet `savvy' is the average visitor?
Savvy users, such as other marketers for example, will be more interested in an in depth review.
The price of the product you're preselling.
The more expensive it is, the more likely they'll want to read a full review of it.
These are three factors to consider, but there's no science to this and you'll just have to judge it yourself. Remember that internet marketing is all about testing and if the website is getting a lot of traffic but low conversions, then you can go back and spend more time developing the review later.
I have however, experimented (like most silly young men I guess) with muscle building. Albeit limited experience since I soon realised I was ok with the way I was The solution here, if you don't have experience with the niche is to either create a review like I taught you above OR write a story based on your experiences with the guides. I.E. "I started reading around and think this one would work best", but of course never state you actually used the product if you didn't. Don't worry if this doesn't make sense, read on now, and it will, just bear this small adjustments in mind.
Anyway, if you're not building the site around a product name and instead a more general keyword like "best way to build muscle", then you can enter the conversation in the searchers mind by saying:
"Hey! I used to want to know that too, stay clear of this because it didn't work, this didn't work either but finally, I did find a way to build muscle: affiliate product." These sites are VERY effective in some markets and your conversion rate will be through the roof.
Here's how to structure your story:
Intro Get the reader interested.
Hey Alex here,
If you're looking for the best way to build muscle, then I'm glad you've found this website and I strongly suggest you keep reading...
Because this my uncensored muscle building story. The ups, the downs, what stuff didn't work and finally the one thing that did help me achieve my personal goal of building muscle. That will do for an intro. Short and sweet. Your beginning Use the negatives surrounding the main problem of the searcher to create a story that the visitor identifies with.
So here it might be: I wanted more female attention, I wanted to look cooler at the beach e.t.c and then say I was sick and tired of it and wanted to do something about it. This is the point where most of your visitors will be when they arrive at your site. The middle I tried this, I tried that and finally tried something else.
All these failed me. In this example you could talk about: Extreme diets didn't work and made me even skinnier, going to the Gym sucked, I wasn't getting anywhere and finally protein drinks didn't work either.
The end Eventually you stumbled across a solution (affiliate product), I couldn't believe how well it worked etc.
But include one thing you didn't like about the product here - it makes it a bit more believable. And to close, say I hope you found this information useful etc you can click here to check it out. Really, the only secrets to using a story are making it interesting, sounding like you've been in the visitors shoes and keeping it concise.
Keep it interesting by using short, powerful sentences now and again and giving clues to the fact that you did find a solution in the end but not revealing what it is until the end of the story.
Create trust by saying how you used to be just like the visitor and that you know what they're going through. And finally keep it concise, while make sure you do tell a detailed story. Don't make it TOO long or visitors will skip parts and click straight on the affiliate links without being presold first (BAD). Keep your story between 400 and 600 words.
Quick How to and Then a Story This method has proven effective in markets where you can give a quick tip related to their problem, and if the keyword is asking "how to do" something. A How to answers their query and simultaneously serves to get them interested and increases their trust in you Since you seem to know what you're talking about. An example of this is if a searcher typed in "how to talk to women".
You could provide a short 250 word tip article about what `pick up lines' to use and then at the end say but what do you do AFTER you've opened the conversation?...
Because obviously there's more to talking to women than a pick up line. Then immediately below you launch into your story for which you would use the same format as the one mentioned above.
The reality is that I use the story style most often, followed by the how to and then a story if I think that the searcher might be an impatient one And therefore won't want to read a story before finding an answer to their query. I will only use the review style when I create a website around a product name.
Moving on, there is one factor that should be included in your site, no matter which angle of attack you choose... personality.