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“Short form is the kind – short form really means very, very simplistic pages utilizing all those things that we just talked about a moment ago to deliver your message to the customer in a very quick, concise, and focused manner.
Short forms are used by almost all CPA networks.
They allow the customer to make what I call micro-commitments.
I started using that term micro-commitments a long time ago because it really helped embody what I feel is happening at a subconscious level with the customer and I’ll explain those more in greater detail in just a little bit.
Graphically intensive ads create credibility for average consumers.
Actually, you know what, let’s just juts a moment about micro-commitments.
I might be getting a little ahead of myself so I might reduplicate this but micro-commitments, when you land on a landing page and it is a 27-page scrolling website,
I don’t know if you’re like me or not or what I consider to be the average internet surfer,but when I land on a page the first thing I do is I assess the page.
I look at it and I think what is it going to take for me to interact with this page.
When there are – when it is this huge sales letter I instantly have to ask myself am I going to spend the time reading this thing.
More often than not the answer is usually no.
So I look at it and I assess my commitment with am I even going to interact with his page is the first commitment that I’m making.
Then if I say yes because it’s short enough that I feel like I have the time to invest even in looking at this
website then I make my next micro-commitment which is moving through each step of the commitment process where am I going to read the headline, am I going to read the sub-headline,
am I going to watch the video, am I going to give you any information, am I going to conduct a survey, all of these decisions take place at just a fraction of a second in my head.
So my decision to interact with your website will take me all of about one second to decide whether or
not I’m going to give you the time of day and then my next commitment will come in another fraction of a
second on whether or not I’m going to watch the video, if it streams quickly or not.
So you really don’t have five seconds. You don’t have ten seconds.
You have fractions of seconds in order to recognize that the customer is making that decision, whether they realize it or not.
Like that, they’re making a super fast decision to first interact with your website or to give your website the time of day and then secondly to interact with your website
and then there are micro-commitments that will happen through each step of the process and I’ll go more in depth later on that.
So hopefully that explains a little more about micro-commitments.
So, short form is also king because graphically intensive sites add credibility for the average consumer.
So when there’s a lot of cool graphics it makes this consumer go, “Hey this must be a real company because they’ve put some time and look at how beautiful the site is and this must be something real that I can believe in.”
Now keep in mind that ugly is still okay. Ugly still sells product like mad.
So there are two schools of thought.
There’s ugly and then there’s graphically beautiful. So, both of them will work.
Graphically beautiful will add more credibility where ugly will add more of a grassroots feel and customers will buy for both reasons.
Data can be collected on non-buyers for auto-responders and direct messaging which is also key to making short form king.
We’ll explain that more in the future.
Future marketing can offset your affiliate costs meaning that all of the marketing from those data that you’ve collected can really offset your costs.
They’re simple to create and duplicate.
Once you get this just duplicate over and over and over again and you’ll start making more and more and more money.
Very limited copy needs mean you don’t need to pay big fat copywriters $10,000 a sales page or $20,000 a sales page because that’s what they’ll charge.
You can do this with just the assets that you collected from your own and from your swipe file that you’ve found from all of the other competitors.
As you go through and you’ve built that swipe file earlier hopefully you’ve collected some of the copy
that was on the other advertisers’ websites, all your competitors,
and you can come up with your new variations of those using their concepts and not necessarily their word for word copy.
Video replaces long copy and meets the ADD requirement.
I’m just going to explain that for a moment.
If I land on a page and I see that it’s 20 scrolls I have to make the decision at a subconscious and conscious level to read all of that crap, for lack of better words,
because right now I don’t know what it is. It could be all crap to me.
It’s gonna have to be some damned good copy if it’s gonna pull me in and make me think that it’s not crap because my defenses are automatically up if I land on the page.
However if I land on the page and there’s a video and it’s intriguing and it’s entertaining and it has all the exact copy as that long copy sales page, how much copy do I need to have on the sales page now?
Very little because someone’s sitting there reading the copy to me and entertaining me while they’re doing it.
So you can say a lot of the same things.
That’s not to say you don’t want to put copy on the page because you absolutely do.
But now you can limit that copy and thereby limiting that initial first barrier to entry which is, “Do I gotta read all this crap,” because you don’t have to.
Someone’s saying most of it in video and they’re doing it with passion. So they’re able to give you the left brain input for facts and substantiation, etc., and then the right brain which is,
“Give me good visual cues and say it in a passionate way so that I can like you.”
So those are the biggest reasons why short form is king.”