单点登录怎么整合项目_如何推销新项目：整合设计，创建登录页面并“吸引”用户...

单点登录怎么整合项目

by Jane Sorensen

简·索伦森(Jane Sorensen)

如何推销新项目：整合设计，创建登录页面并“吸引”用户 (How to market your new project: incorporate design, create a landing page, and “get” your users)

Hi there! ??

嗨，您好！ ??

Let’s say that you and I are both new marketers. I’m going to assume two things that might help you better relate to the journey of marketing your work, and the importance of starting right now.

假设您和我都是新营销人员。 我将假设两件事可能会帮助您更好地与您的作品营销之旅以及从现在开始的重要性联系起来。

First, you’re learning new skills — you’re always learning!— in order to:

首先，您正在学习新技能-您一直在学习！-为了：

• better relate to other people in your field and milieu
  与您所在领域和环境中的其他人更好地建立联系
• be more useful to employers and collaborators, and
  对雇主和合作者更有用，并且
• build ideas of your own because, of course, they’re cool.
  建立自己的想法，因为它们很酷。

Second, you prefer being in the background and doing good work. You have your moments of brilliance and you love it when they’re noticed. But, for the most part, you prefer making the thing rather than going out of your way to show it off, and some of this stuff makes you uncomfortable. Sufficiently modest and ability to craft things are two qualities you’d prefer being noticed about you. But you have to get noticed, first…

其次，您更喜欢在后台做得很好。 您有自己的辉煌时刻，当他们被人们注意到时，就喜欢上了。 但是，在大多数情况下，您更喜欢制作东西，而不是一味地炫耀它，其中一些东西使您不舒服。 足够谦虚和能够做事的能力是您希望被注意到的两种特质。 但是首先要引起注意

So with that, my fellow producers, I’m going to tell you things I’ve learned about creating a product or service for people, the landing pages that will get their attention, basic content marketing, and the rudiments of having an email list. Here’s the TOC:

因此，我的制片人，我将告诉您我为人们创建产品或服务，将会吸引他们注意的登录页面，基本内容营销以及拥有电子邮件列表的基本知识。 。 这是目录：

1. Designing your product or service to serve your users
   设计产品或服务以服务用户
2. Communicate what you’re offering while you develop it
   在开发产品时交流您提供的产品
3. Why email marketing doesn’t always suck — it’s necessary
   为什么电子邮件营销并不总是很糟糕-这是必要的
4. Integrating the mailing list with your website
   将邮件列表与您的网站集成
5. Landing pages — what they’re about
   着陆页-它们的作用
6. Let’s talk about rewriting…
   让我们谈谈重写...
7. How many landing pages should you have? And analytics…
   您应该有多少个登陆页面？ 和分析…
8. Opting people in? Send them a “Thank You”
   选择加入？ 向他们发送“谢谢”
9. When free is lacklustre for them and a liability for you (and what to do about it)
   当免费对他们来说是乏味的，对您来说是责任(以及如何解决)
10. Multiple offerings require different list groups
    多种产品需要不同的列表组
11. What you’ll see in the accompanying video
    您将在随附的视频中看到什么

设计产品或服务以服务您的用户(以及您的创造力) (Designing your product or service to serve your users (as well as your creativity))

You are likely designing an idea based on a need you identified and a fun thing you are able to do. Now you’re trying to make it fit for other people. That’s okay. Remember: whatever people will be attracted to, it’s going to fit at least one of these three criteria:

您可能会根据确定的需求和一件有趣的事来设计一个想法。 现在，您正在尝试使其适合其他人。 没关系。 请记住：无论人们将被什么吸引，它都至少符合以下三个条件之一：

1. The customer is experiencing pain in getting from state A to A’ or B. There is an obstruction or a gap that they are having trouble negotiating on their own.

   客户在从状态A到达A'或B时感到痛苦 。他们自己进行协商时遇到障碍或差距。

2. The customer is getting around the obstruction or gap in a universal, habitual, or work-around kind of a way. But there’s frustration there due to inefficiency, extra steps, aesthetics, approvals. This is some thing they wish was either not a part of it, or else a lot clearer, easier, and faster.

   客户以一种普遍的，惯常的或变通的方式来解决障碍或差距。 但是由于效率低下，额外的步骤，美观和认可而感到沮丧 。 他们希望这不是它的一部分，或者更加清晰，容易和快捷。

3. The customer has a deep desire for something like identity, currency, security, love, beauty, status, harmony, self-expression, self-actualization, or the attainment of a dream.

   该客户有类似的身份，货币，安全，爱，美，地位，和谐，自我表达，自我实现，或梦想的实现了深刻的愿望 。

Figure out what you’re trying to respond to with your idea, and go out and ask people questions about this exact thing. If you get out of your own head and go out to try to hear what’s in other people’s heads, you’ll come up with some a-ha moments that will help you in two ways:

弄清楚您要用您的想法回应的内容，然后出去问人们有关这一确切问题的问题。 如果您跳出自己的头脑，出去尝试听别人说些什么，那么您会想到一些a-ha时刻，这些时刻可以通过两种方式帮助您：

1. you can design it into your product or service to better respond to their actual needs, or
   您可以将其设计到产品或服务中，以更好地响应他们的实际需求，或者
2. you can communicate to this exact need and demonstrate how your product will help them.
   您可以就此确切需求进行交流，并演示您的产品将如何帮助他们。

The research, the design, and the communication you’re doing is your value proposition. Features of your product/project correspond to your value proposition, but as your work develops, your features will evolve.

您正在进行的研究，设计和沟通是您的价值主张 。 产品/项目的功能与您的价值主张相对应，但是随着您工作的发展，您的功能将不断发展。

在开发产品时交流您提供的产品 (Communicate what you’re offering while you develop it)

Too many people wait until a product is done, or nearly-done, before they start talking about it. Why?

在开始谈论产品之前，太多的人等到产品完成或即将完成。 为什么？

They don’t want to appear to be charlatans, or unreliable. They fear competitive slights (which, often enough, come from hecklers and not actual competitors). But as explained in Traction, there are many different ways of reaching your customers, and only some of those are online. You need to start developing your traction channels, your communications, at the same time as you develop the product. By the time your product is ready, your audience should be ready, too.

他们不想表现得很卑鄙，也不可靠。 他们担心竞争激烈的竞争者(通常足以引起he弱者而不是真正的竞争者)。 但是，正如Traction中所述 ，有很多不同的方法可以吸引客户，其中只有一些在线。 您需要在开发产品的同时开始开发您的牵引渠道，沟通。 在产品准备就绪时，您的听众也应该准备就绪。

You’re likely offering an app, a piece of software, a code extension, or content that comes wrapped up in a nice code-based wrapper. This leads us to talk about landing pages and the dreaded — boy, did I ever — email marketing.

您可能会提供一个应用程序，一个软件，一个代码扩展或一个包装在基于代码的包装中的内容。 这使我们谈论着陆页和令人恐惧的男孩(我曾经做过)电子邮件营销。

为什么电子邮件营销并不总是很糟糕-这是必要的 (Why email marketing doesn’t always suck — it’s necessary)

I spent years resisting marketing.

我花了很多年才抗拒行销。

Even before social media (perhaps being Canadian) and coming from a primary producer background and not from anything to do with marketing, I felt like self-promotion and sales were unseemly. If marketing and sales were subtle, sexy, and effective, it was obviously megabucks intended for the talented and beautiful, and totally out of reach (“all or nothing” thinking).

甚至在社交媒体(也许是加拿大人)诞生之前，它都来自初级生产者背景，而与市场营销无关，我觉得自我促销和销售似乎不合时宜。 如果营销和销售是微妙的，性感的和有效的，那显然是要为才华横溢，美丽而又完全遥不可及的“百万美元”(“全有或全无”思维)。

I learned the hard way:

我学到了很难的方法：

1. Your friends and your network — even if they love you — are not a helpful channel to your customers. They might not even have your customers as part of their network or audience. Never mind the people you know. Go find the people you want to serve. (Fortunately or unfortunately, both are on social media — and if you are, too, you’re at risk of being distracted or misdirected.)
   您的朋友和您的网络(即使他们爱您)对客户也不是有用的渠道。 他们甚至可能没有让您的客户成为他们的网络或受众的一部分。 没关系，您认识的人。 去寻找您想要服务的人。 (幸运或不幸的是，两者都在社交媒体上-如果您也是，则有分心或误导的风险。)

2. The things that annoy you about others, or fear doing yourself, are probably things you should be doing. Do what others do, but do them in a way that would not annoy you if you were the target audience.

   使您烦恼他人或害怕做自己的事情可能是您应该做的事情。 做别人做的事，但是要以一种不会 如果您是目标受众，就会惹恼您。

3. If no one knows about your business, service, or product, you don’t have a business or profession, you have a hobby. So quit shrinking from it and start marketing.
   如果没有人知道您的业务，服务或产品，那么您没有业务或专业，那么您就有兴趣。 因此，请停止收缩并开始营销。

Over the past year, I gradually retracted and then quit all social media that wasn’t serving my interests. If it’s not bringing you leads-for-better-living, it’s not working for you. If it’s costing you time, equanimity, or social capital, it’s working against you. The opened-up window in my daily habits brought me back to paying attention to my email box.

在过去的一年中，我逐渐撤退，然后退出了所有不符合我的兴趣的社交媒体。 如果它不能带给您更好的生活，那对您就没有用。 如果这花费了您时间，宁静或社会资本，那么它正在对您不利。 我日常习惯中打开的窗口让我重新关注了我的电子邮件信箱。

And, between the two, I started getting better at doing my work. Email is still a serious conduit to getting work done, and I’d been “phoning it in” on the email front for a long time.

而且，在这两者之间，我开始做得更好。 电子邮件仍然是完成工作的重要渠道，而且我很长一段时间以来一直在“致电”电子邮件。

In all honestly, abusive marketing tactics and email volume (hello, one good reason for GDPR!) were what made me so bad at handling email. Opening your email and finding nothing but information and notifications you don’t need, and you have to turn them off or unsubscribe, lowers the quality of the experience of using email.

老实说，滥用营销策略和电子邮件数量(您好，GDPR的一个很好的理由！)使我在处理电子邮件方面如此糟糕。 打开电子邮件，除了不需要的信息和通知外，什么也找不到，而且您必须将其关闭或取消订阅，这会降低使用电子邮件的体验质量。

This makes you lax about paying it attention. It also buries what’s actually needed in your inbox — I have a reputation of being late to the party as a result. Volume and quality of information and getting lost in threads and chains and forks is probably why many businesses switched over to Slack for communication.

这使您放心关注它。 它还掩藏了收件箱中实际需要的东西-因此，我很晚才参加聚会。 信息的数量和质量以及在线程，链条和分叉中的丢失可能是许多企业切换到Slack进行通信的原因。

Even with all that, there are some emails I LOVE to get. When I sit down on Sunday nights to read and “process” them, I share the crap out of the articles I read. (Likewise, if I like a tool I’ve tried because it helped me get something done, I tweet it out.)

尽管如此，我还是希望收到一些电子邮件。 当我在星期天晚上坐下来阅读并“处理”它们时，我会分享我所阅读文章中的废话。 (同样，如果我喜欢我尝试过的工具，因为它可以帮助我完成某些工作，则将其发布出去。)

Email marketing has an impressive ROI over other social channels. Unlike other social channels, you own the connection to them. Have you noticed Facebook and LinkedIn’s contacts list protect the contact so that communication takes place over that same platform? If that’s the only way you can get in touch with them, then that person isn’t really “in” your network. Instead, you’re only part of a network. When you have their email or phone number, they are.

与其他社交渠道相比，电子邮件营销的投资回报率令人印象深刻。 与其他社交渠道不同， 您拥有与之的联系 。 您是否注意到Facebook和LinkedIn的联系人列表可以保护联系人，以便在同一平台上进行通信？ 如果那是您与他们联系的唯一方法，那么该人并不是真的“融入”您的网络。 相反，您只是网络的一部分。 当您拥有他们的电子邮件或电话号码时，他们就是。

Another advantage to getting to know your customer, and letting them get to know you, is that email is relatively private communication (barring any bcc: or privacy abuse). Email isn’t subject to the observation of friends on social media who might pay attention to upvotes, downvotes, and interactions. Email isn’t subject to the algorithms that bump your response and profile up or down in visibility and priority, depending on how many people outside the relationship say whether you’re important or not.

认识客户并让他们认识您的另一个好处是，电子邮件是相对私密的通信(禁止任何密件抄送或滥用隐私)。 电子邮件不受社交媒体上可能会注意投票，投票和互动的朋友的观察。 电子邮件不受影响您的算法的约束 响应和个人简介的可见性和优先级的高低，取决于关系之外有多少人说您是否重要。

For that, email is refreshingly old-fashioned and well-behaved. The truth remains: the people you let into your email box, if they make themselves good guests, are welcome to continue to be your guests. They may even become “friends” you like, respect, share, and buy from.

为此，电子邮件是老式的，并且表现良好。 事实仍然是： 如果您让自己成为好客人，让您进入电子邮件信箱的人将继续成为您的客人。 他们甚至可能成为您喜欢，尊重，分享和购买的“朋友”。

Since learning a lot more about email marketing, and emboldened by CASL and GDPR, I now reply to emails that are enjoyable, helpful, or seriously annoying. So I’m figuring out how to use it to deliver goods to people who want to be my customers.

由于对电子邮件营销有了更多的了解，并且受到了CASL和GDPR的鼓励，我现在回复令人愉悦，有用或严重令人讨厌的电子邮件。 因此，我正在弄清楚如何使用它向希望成为我的客户的人们交付商品。

These are the best practices I’ve decided on for communicating with people on my list.

这些是我决定与名单上的人进行交流的最佳做法。

1. Don’t post too often. Set an approximate schedule of monthly (my choice), bi-weekly, or weekly, and give them an anticipation of when the next one might be. If it’s more often than that, I’ll only do it for a special event or a fundraiser. Any marketers reading this: I hate your daily / 3x per week emails. I really do. You’re trying to attract lazy-email people, and you’re being a jerk to people who try to be conscientious.

   不要发布得太频繁。 设定每月(我选择)，每两周或每周的大概时间表，并让他们预测下一次可能的时间表。 如果比这更多，我只会在特殊活动或筹款活动中使用。 任何阅读此书的营销人员 ：我讨厌您每天/每周3封电子邮件。 我是真的 您正在尝试吸引懒惰的人，并且对尝试尽责的人是一个混蛋。

2. Write the highest-quality email I can write, with a reason for them to open it, and a personal point of view included. I give people a reason to enjoy my email, and to understand why it’s pertinent or important.
   写我能写的最高质量的电子邮件，并说明他们打开它的理由，并包括个人观点。 我给人们一个享受我的电子邮件的理由，并理解为什么它有意义或重要。
3. Still, be succinct, and tease them a little — curiosity gets clicks — but not if I don’t need that click. People respect it when you’re complete and not trying to get something out of them. People respect it when you keep it brief — not too brief, more than a headline and image — but let them click through when they want more.
   尽管如此，还是要简洁一点，取笑他们一点-好奇心会得到点击，但是如果我不需要那个点击就不会。 当您完成操作时，人们会尊重它，而不是试图从他们那里得到一些东西。 当您保持简短时，人们会尊重它-不太简短，而不仅仅是标题和图像-但当他们想要更多时，让他们单击即可。

4. Don’t make a large image in an email clickable. Different people’s computers have rendering time lags, and you can assume they’re multi-tasking. Accidental clicks are sneaky and annoying. Make every click obvious but intentional.

   不要在可点击的电子邮件中放大图像。 不同人的计算机存在渲染时滞，您可以假设它们是多任务的。 偶然的点击是偷偷摸摸的和令人讨厌的。 使每次点击显而易见但有意。

5. Even if I do get big, to not ever “noreply” the email address I send from. I make it clear with my two lists that I’m a real person who’s happy to hear from them at any time. When I encounter a “noreply — go to knowledgebase/tech support,” I feel like they don’t have much concern for how my input can improve their output.

   即使我变得很大，也不要 “不回复”我发送的电子邮件地址。 我的两个清单清楚地表明，我是一个真实的人，很高兴随时听到他们的来信。 当我遇到“拒绝回答-转到知识库/技术支持”时，我觉得他们对我的意见如何改善他们的输出没有太大的关注。

将邮件列表与您的网站集成 (Integrating the mailing list with your website)

(The only how-to technical detail you’ll see in this article!)

(您将在本文中看到的唯一的技术细节！)

I’m using MailChimp and WordPress as examples. How to integrate these?

我以MailChimp和WordPress为例。 如何整合这些？

Easy. They have an API key, and a plugin. These are not specifically shown on the accompanying video, because of screen real estate and forgetfulness, so I’m bridging the gap.

简单。 他们有一个API密钥和一个插件。 由于屏幕空间和健忘性，这些未在随附的视频中特别显示，因此，我在缩小差距。

Sign up for MailChimp (or one of the other list services I mention below) if you haven’t already, and grab your API key. Then download the MailChimp plugin, as shown here, and enter it. These are the only two screens you need. The “Store Settings” tab is for your name, address, time zone, and currency of choice:

如果尚未注册，请注册MailChimp(或我在下面提到的其他一项列表服务)，然后获取API密钥。 然后下载MailChimp插件，如此处所示，然后输入。 这是您仅需要的两个屏幕。 “商店设置”标签用于您的姓名，地址，时区和选择的币种：

By the way, this article is NOT going to discuss pop-up, slide-in, or lightbox email opt-ins. They are powerful for easily persuading people to subscribe and they also put people into groups on your list — but the learning curve for implementing pop-ups isn’t fast or easy. It depends on your WordPress theme, pop-up plugin, how it works in Bootstrap/other CMS, and which mail service provider you choose (MailChimp, ConvertKit, Ontraport, MadMimi, ConstantContact, AWeber, and others).

顺便说一句，本文将不讨论弹出式，幻灯片式或灯箱式电子邮件接收。 它们功能强大，可以轻松说服人们进行订阅，并且可以将人们分组到您的列表中，但是实现弹出窗口的学习曲线并不容易。 它取决于您的WordPress主题，弹出插件，它在Bootstrap /其他CMS中的工作方式以及您选择的邮件服务提供商(MailChimp，ConvertKit，Ontraport，MadMimi，ConstantContact，AWeber等)。

When it’s time for you to make a pop-up, dedicate time and money for learning, creation, and repeated testing. There’s a section on pop-ups that we mostly cut out of the accompanying video because plugin updates “busted the build” (as we used to say at one company I worked at). You can see what the pop-up looked like and a bit of the back-end nonetheless.

当您需要弹出窗口时，请专用 学习，创建和重复测试所需的时间和金钱。 关于弹出窗口，我们主要从随附的视频中删除了一部分，因为插件更新“破坏了构建”(就像我们以前在我工作的一家公司所说)。 您仍然可以看到弹出窗口的外观以及一些后端。

着陆页-它们的作用 (Landing pages — what they’re about)

As you probably know, a landing page is a webpage that informs the user of your offering and forces them to do one thing: visit your website, download your app, subscribe to your email list, pre-register their interest in your course, event, book, product, or other development. But let’s take it back a notch.

如您所知，登录页面是一个网页，它告知用户您提供的产品并强迫他们做一件事：访问您的网站，下载您的应用，订阅您的电子邮件列表，预先注册他们对课程，活动的兴趣，书籍，产品或其他开发。 但是，让我们把它缩回一个缺口。

The landing page is about removing as much friction as possible between the user and the a-ha! by contextualizing their pain, their frustration, or their desire, and how you’re solving it for them. Users’ patience, interest, and attention is short. Get out of their way. It’s the “main focus, call to action/sign up.” Landing pages are going to be useful to you, because they gauge people’s interest.

着陆页是要消除用户与用户之间的尽可能多的摩擦 哈！ 通过将他们的痛苦，沮丧或渴望以及您为他们解决的方式进行情境化。 用户的耐心，兴趣和注意力很短。 滚开 这是“主要重点，号召采取行动/注册。” 登陆页面将对您有用，因为它可以衡量人们的兴趣。

So you need to be clear about the idea, about what you’re doing, and you need to strip out any extraneous stuff, like your social links, “About”, or any other menu navigation. If they’re determined, they’ll truncate your URL back to your domain and poke around— which is why pro marketers buy a unique domain for every product or campaign. It’s not only an SEO strategy. With this in mind, I resisted putting any navigation on my WordPress site until I had to have it, and then I put it at the bottom of the page.

因此，您需要清楚这个主意，正在做什么，并且需要删除所有无关的内容，例如社交链接，“关于”或任何其他菜单导航。 如果确定，他们将把您的URL截断到您的域并四处查找-这就是专业营销人员为每个产品或广告系列购买唯一域的原因。 这不仅是SEO策略。 考虑到这一点，我拒绝在我的WordPress网站上放置任何导航，直到必须拥有它为止，然后再将其放置在页面底部。

When you give people a path out of the action you want them to take, even “more information,” they take it, and almost always don’t convert. This is why there are landing page services out there that use that unique URL and use matching-headline ads and affiliation marketing to drive traffic to it.

当您为人们提供了一条您希望他们采取的行动之外的道路时，甚至是“更多信息”，他们也会接受它，并且几乎总是不会转化。 这就是为什么存在着陆页服务使用该唯一URL并使用匹配标题广告和联盟营销来吸引访问量的原因。

Dear reader, all this sounds like a PITA to me, too, but you must eventually do this as part of developing your digital marketing channels. Just remember: there’re more ways than digital channels to market your landing pages and your product. They can be effective and, in person, more enjoyable.

亲爱的读者，在我看来，所有这些听起来也像是PITA，但是您最终必须在开发数字营销渠道时做到这一点。 请记住：除了数字渠道以外，还有更多方法可以营销您的目标网页和产品。 它们可以是有效的，并且可以亲自体验。

Below is a checklist for what you need to do, and what your landing page needs to contain:

以下是您需要做什么以及您的目标网页需要包含的清单：

1. Write out your value proposition in 250 words or less (more about writing, below.) Neither jargon nor high-level it (“There’s a block, and then there’s a chain!”). Think of one specific person you’d like to talk to, and write like you’re talking to them.
   用250个字以内的文字写下您的价值主张(有关写作的更多信息，请参见下文。)既不是行话，也不是高层次的(“有一个块，然后就有一个链！”)。 想想您想与之交谈的一个特定人，并像您在与他们交谈时那样写作。
2. Pull five of those sentences — the most powerful, clear ones that can make a semblance of a complete argument — and use those in your landing page.
   拉出其中的五个句子-最有力，最清晰的句子，可以使一个完整的论点看起来很像-并在目标网页中使用它们。
3. Now consider that your landing page, alone, is your value proposition. Whatever you are doing there will create and satisfy curiosity, or it won’t. Use that curiosity and place one call-to-action — generally, sign up to the email list (or “waitlist,” until you have something to announce) — “above the fold,” or within the first screen of the landing page.
   现在，仅考虑您的着陆页就是您的价值主张。 无论您在做什么，都会创造并满足好奇心，或者不会。 利用这种好奇心，并发出一个号召性用语-通常，在首屏上方或登陆页面的第一个屏幕上，注册电子邮件列表(或“候补列表”，直到您要宣布的内容)。
4. Then, use an explainer video, some storytelling, testimonial pull quotes, an image, and other persuasive writing. These ensure that the user understands the use case, a reason why you’re offering this thing now (if it’s not yet available), and how it can help them.
   然后，使用讲解视频，一些讲故事，推荐引语，图像和其他有说服力的写作。 这些确保用户理解用例，为什么现在要提供此东西(如果尚不可用)以及它如何为他们提供帮助的原因。
5. Provide a final call to action and make it central, obvious, and compelling. In one talk I attended on this topic, they mentioned having a cartoon or an image of a person looking directly at the CTA, and how well it “converted” people. Conversion means people who believe your copy enough to want to provide some value — that is, their information — in exchange for learning or obtaining more. You’ll then be able, as you’ll soon see, to get a rough idea about who’s ready to support or adopt your idea.
   提供最终的行动号召，使之成为中心，明显且引人注目的内容。 在我参加的有关该主题的一次演讲中，他们提到有一幅漫画或一张人直接看着CTA的图像，以及它如何“转化”了人们。 转化意味着人们相信您的副本足以提供一些价值(即他们的信息)以换取学习或获取更多的价值。 如您很快看到的那样，您将能够大致了解谁愿意支持或采纳您的想法。
6. Take advantage of SEO on the chance someone does a search — put in keywords for either the most similar idea out there, or a three-word phrase based on the user’s likely search term for their need. Use short URLs that match your text. (Example in my video: “schedule better.”)
   利用SEO把握机会进行搜索-输入最相似想法的关键字，或者根据用户可能需要的搜索词，输入三个单词的短语。 使用与您的文本匹配的简短URL。 (我的视频示例：“安排得更好”。)
7. Don’t get anxious or jealous about how slick bigger companies’ landing pages are. They may be using an agency to help them or a landing page provider. Once you’ve learned how to do this the from-scratch way, you’ll be better able to evaluate the many landing page solutions that’ll do the same for you. Though it’s not slick, MailChimp provides you the ability to make unique campaign landing pages on your account, and this is covered in the accompanying video.
   不要担心或嫉妒大公司的登陆页面有多光滑。 他们可能正在使用代理商或登陆页面提供商来帮助他们。 一旦学习了从头开始的方法，就可以更好地评估许多着陆页解决方案，这些解决方案将为您做同样的事情。 MailChimp虽然不那么精巧，但它使您能够在帐户上制作独特的广告系列目标网页，随附的视频对此进行了介绍。

让我们谈谈重写，因为您会做很多事情 (Let’s talk about rewriting, because you’ll be doing it a lot)

Don’t let anyone gaslight you that you can’t write, that you’re “confusing,” or any other critical comment that deflates you when you’re actually pouring your heart or anxiety into it. Hint: you should write from the heart. Anxiety keeps you sharp, and too many people have a 2¢ opinion. Just take the useful feedback and make a change. Here are a few tips that will make any writing better:

当您真正将自己的内心或忧虑投入其中时，不要让任何人嘲笑您无法写的内容，使您“困惑”的内容或使您失望的任何其他批评性言论。 提示 ：您应该发自内心地写。 焦虑会使您变得敏锐，太多人对此有2¢的看法。 只需获取有用的反馈并进行更改即可。 这里有一些技巧，可以使写作变得更好：

1. Write in your own voice. Get out of your own way and write. Tell it like you would to someone you know and like. If you actually know a member of your “ideal customer” audience in real life, talk to that person.
   用自己的声音写。 摆脱困境，写作。 告诉你认识和喜欢的人。 如果您实际认识现实生活中“理想客户”受众的成员，请与该人交谈。

2. Pronoun use: If it’s you and someone else or a group, say we. If it’s just you, say I. Screw fake-it-till-I-make-it: honesty disarms and connects. Own your work!

   代词用法：如果是您和其他人或一群人，请说我们 。 如果只是您，请说我 。 拧假，直到我做： 诚实解除武装并连接 。 拥有您的工作！

3. Make long sentences short.
   使长句子简短。
4. Chop long paragraphs into two or three.
   将长段切成两段或三段。

5. Paste it into the Hemingway app and make sure that it’s no higher than Grade 9. Grade 6 is even better.

   将其粘贴到Hemingway应用程序中，并确保它不高于 9级。6级甚至更好。

6. Read it aloud. Does it sound like you? If not, fix it.
   大声朗读。 听起来像你吗？ 如果没有，请修复它。
7. Bump up the good humour!
   撞上好幽默！

8. Make a headline for the landing page — and a matching social media lede, and email subject line — that is clear, curious, and bold. Write about 20 different headlines. This is super important. I have a long history of writing things off the cuff. I never learned specifically how to write a good headline, yet I found I’ve got a good instinct for them. Reading resources on headline writing will always inspire me to come up with phrases I’d never have thought of on my own.

   为着陆页标题，以及匹配的社交媒体目录和电子邮件主题行，标题清晰，好奇且大胆。 写大约20个不同的标题。 这是非常重要的。 我有很长的写东西历史。 我从来没有专门学习过如何写一个好的标题，但是我发现我对他们有很好的直觉。 阅读有关标题写作的资源将永远 激发我提出我自己从未想过的短语。

Then show it to someone else, or let it fly, and edit it (again) later. The days of frozen content are long gone, so don’t be perfectionistic.

然后将其显示给其他人，或者让它飞行，然后再编辑(再次)。 冻结内容的日子早已一去不复返了，所以不要过于完美。

After initial traction of your landing page and after you’ve ironed out any technological or copy glitches for conversions (people subscribing or downloading), and if you’ve got a product/service ready, start submitting your landing page and details to aggregators. This is a step I’m not even ready for yet, and it’s more PR-centric. That said, one that you probably should have top of mind, as a coder, is ProductHunt.co.

在最初吸引您的目标网页之后，并且在解决了任何技术或复制故障以进行转换(人们订阅或下载)之后，如果您准备好了产品/服务，请开始将目标网页和详细信息提交给聚合器。 这是我什至还没有准备好的步骤，而且它是以PR为中心的。 就是说，作为编码员，您可能应该首先想到的是ProductHunt.co 。

您应该有多少个登陆页面？ 和分析… (How many landing pages should you have? And analytics…)

登陆页面 (Landing pages)

Are you just starting out? During your customer interviews, you should have a decent idea of your “Ideal Customer” (also called a persona). Then, you should also have a good idea where they might be on social media or which other businesses have them on their email lists. Talk to the business owner and ask them if they’ll give you a mention in exchange for writing them some content or some other thing you can do for their customers. This is intimidating, but it really can help your reach.

你刚开始吗？ 在客户采访期间，您应该对“理想客户”(也称为角色 )有一个体面的想法。 然后，您还应该对它们可能在社交媒体上的位置或哪些其他公司在其电子邮件列表中包含它们的位置有个好主意。 与业务负责人交谈，询问他们是否会给您提及，以换取为他们写一些您可以为他们的客户做的内容或其他事情。 这令人生畏，但确实可以帮助您达到目标。

If you know your market well, you will have one primary “Ideal Customer” and up to two secondary. Determine their overlap, and determine any powerful difference. Also determine if you want to have different goals, for example: order the product, download the app, or hand over their email (also known as lead generation).

如果您对市场很了解，那么您将拥有一个主要的“理想客户”，最多拥有两个次要客户。 确定它们的重叠，并确定任何有力的区别。 还要确定您是否希望有不同的目标，例如：订购产品，下载应用程序或移交其电子邮件(也称为潜在客户生成)。

In my opinion, the overlap, the difference, and the goals you have for each is the number of landing pages you should have. So if you have two goals for your landing pages, and two segments with an overlap, then you have six landing pages to do. But start with the main segment and its goals. Once that “engine” is working for you and you want to broaden your reach, you can start creating the secondary landing pages.

我认为，重叠，区别和目标是每个目标页面的数量。 因此，如果您的目标网页有两个目标，并且有两个重叠的细分，那么您有六个目标网页需要执行。 但是从主要部分及其目标开始。 一旦该“引擎”为您服务，并且您想扩大影响范围，就可以开始创建辅助登录页面。

There are different ways to get your “Ideal Customer” to click through your landing page.

有多种方法可以使“理想客户”点击您的目标网页。

You can put the link in an email footer, or mention it in a forum or in a Slack channel — but please make sure you do this in relevant conversations where you’ve hopefully had a prior presence.

您可以将链接放在电子邮件页脚中，也可以在论坛或Slack频道中提及该链接-但请确保在希望您之前有过参与的相关对话中进行此操作。

You can share it over social media (e.g. Facebook, Twitter, Instagram) — this is a well-known route, as are ads, but also try putting it on a flyer or a free handout/sample of your work.

您可以在社交媒体(例如Facebook，Twitter，Instagram)上共享它-这是一条广为人知的途径，广告也是如此，但是也可以尝试将其放在传单上或免费提供/制作您的作品样本。

Simply tailor the message for each type of share you do — and be savvy about matching the message headline or key point, so that the content of the landing page meets the expectations of the lead that brought them there.

只需为您所做的每种共享类型量身定制消息，然后精明地匹配消息标题或关键点，以使登录页面的内容满足将其带到那里的潜在客户的期望。

Advanced readers who know this multi-channel approach: I haven’t even gotten that far with my own offering. I have two landing pages and a few channels, but insufficient differentiated targeting. Newbie readers: we all get there, and I recommend doing the messaging in batches, and scheduling them into the next week (you’ll see how in a moment). Always seek opportunities to casually share what you’re doing!

知道这种多渠道方法的高级读者：我自己的产品甚至还没有走那么远。 我有两个目标网页和几个渠道，但差异化的定位不足。 新手读者：我们都到了那儿，我建议分批进行消息传递，并将它们安排到下周(稍后您将看到如何)。 总是寻找机会随便分享您的工作！

After setting up more than one landing page, and more than a couple of channels, it helps to create a unique URL for each landing page and the channel through which it gets seen. These are called campaign URLs, or UTMs.

设置了多个着陆页和多个通道后，它有助于为每个着陆页和通过其查看的渠道创建唯一的URL。 这些称为广告系列网址或UTM。

It will help you, in these cases, to use a social media scheduling tool like HootSuite, Buffer, SproutSocial, or Edgar, which might do the UTMs for you. There is also a tool on Google Analytics for creating UTMs. (At WordCamp, Kissmetrics was mentioned for this purpose, but I haven’t checked out their suite yet. Comment if you know the deal!)

在这些情况下，它将帮助您使用诸如HootSuite，Buffer，SproutSocial或Edgar之类的社交媒体计划工具，这些工具可能会为您提供UTM。 Google Analytics(分析)上还有一个用于创建UTM的工具 。 (在WordCamp中， 为此提到了Kissmetrics ，但我还没有签出他们的套件。请评论一下您是否知道这笔交易！)

分析工具 (Analytics)

But first, everybody! Make sure your Google Analytics is set up. As you’re probably new to it, you need to make sure Google Analytics and Search Console have your domain and XML maps of your domain. You’ll want to know what pages visitors come to and how, and how your traffic arrives. Search Console, not Google Analytics, tells you the search terms a visitor used to end up on your site.

但是首先，大家！ 确保您的Google Analytics(分析)已设置 。 由于您可能是新手，因此需要确保Google Analytics(分析)和Search Console具有您的域和该域的XML映射。 您将想知道访问者访问哪些页面，访问方式以及流量如何到达。 Search Console而非Google Analytics(分析)会告诉您访问者最终在您的网站上使用的搜索字词。

When you set them up, create a “Behaviour Goal” for when they land on your “Thank You” page (next section). Basically all you need to do after inputting the XML map is that one Goal, and then let GA run.

设置它们时，请为它们落在“谢谢”页面(下一部分)上的时间创建一个“行为目标”。 基本上，在输入XML映射之后，您要做的只是一个目标，然后让GA运行。

I had a conversation before with a non-profit webmaster for whom everything was quite busy with daily blog posting. But “busy” is not an excuse here. Setting up your analytics requires a morning or an afternoon to get yourself in, oriented, and get the bits verified. After that, however, you can let it be.

之前，我与一个非营利性网站管理员进行了交谈，后者每天都忙于博客发布。 但是“忙”不是这里的借口。 设置分析需要一个早晨或一个下午，以使自己专心，专心致志并进行验证。 在那之后，您可以放任不管。

It will give you a wealth of information over time, so don’t faff around and waste that opportunity, even if most of your traffic is driven by, for example, your site members (like the non-profit’s was). Members share links with friends. Everything is a learning process — set yourself up to learn. (I would have loved to have known what the non-profit webmaster’s demographics were, as we share a customer persona, but she couldn’t tell me.)

随着时间的流逝，它将为您提供大量的信息，因此即使您的大部分访问量是由您的站点成员(例如非营利组织的)驱动的，也不要浪费时间并浪费这个机会。 成员与朋友共享链接。 一切都是学习过程-做好学习的准备。 (当我们共享客户角色时，我很想知道非营利性网站站长的人口统计信息，但她无法告诉我。)

The campaign URLs (UTMs) I mentioned above help you see your best communication channels and your conversions. Do not get hung up on this when you’re just starting out. You can check conversions two ways:

我上面提到的广告系列网址(UTM)可帮助您查看最佳的沟通渠道和转化。 不要让这个挂了，当你刚刚起步。 您可以通过两种方式检查转换：

1. Look at each Landing-page-Channel UTM that registers a hit in your Google Analytics
   查看在您的Google Analytics(分析)中记录匹配的每个着陆页频道UTM
2. Look at how many made it through the landing page to hit your “Thank You” page.
   看看有多少人通过目标网页进入了“谢谢”页面。

Then you have an idea what channel, what copywriting, and even what persona resonates with your real users and customers.

然后，您便知道了什么渠道，什么广告文案，甚至什么角色与您的真实用户和客户产生共鸣。

While I’m happy to talk more about UTMs and Google Analytics another time as an incentive to learn and do more for my own products and services, let’s get back to email marketing.

虽然我很高兴下次能更多地谈论UTM和Google Analytics(分析)，以此来激励我学习和为自己的产品和服务做更多的事情，但让我们回到电子邮件营销上来。

选择加入？ 向他们发送“谢谢” (Opting people in? Send them a “Thank You”)

To sweeten the deal and entice someone to enter into this email/product/service relationship with you, you have to bring something extra to the relationship. You have to offer them something for free. And you have to make it a show of goodwill that they will either truly enjoy, or derive benefit from now or in the future.

为了使交易更甜蜜并吸引某人与您建立这种电子邮件/产品/服务关系，您必须给该关系带来一些额外的好处。 您必须免费为他们提供东西。 而且，您必须表现出他们将真正享受的善意，或者从现在或将来受益。

One freebie is offering them an event. It could be a live event or a webinar. This is partly why webinars have exploded in the past few years — the webinar is the “product” when education is the service, and sometimes the webinar is a funnel to buy. If it’s a live event, event ticket providers like Eventbrite provide an integration with email services like MailChimp. Those who attend the event get subscribed to your list. Make sure it’s clear you’re opting them into future mailings.

一个免费赠品正在为他们提供活动。 它可以是现场直播或网络研讨会。 这就是部分网络研讨会在过去几年蓬勃发展的原因-网络研讨会是“教育”服务的“产物”，有时网络研讨会是购买的渠道。 如果是现场活动，Eventbrite之类的事件票提供者将提供与MailChimp之类的电子邮件服务的集成。 参加活动的人已订阅您的列表。 确保您选择他们加入以后的邮件是明确的。

So what does this have to do with the “Thank You” page?

那么，这与“谢谢”页面有什么关系？

One of my mailing lists offers a value-packed newsletter (DIY projects, Q&A, events, and resource links), but only after a certain threshold of subscribers have joined. On some of my pop-ups and blog posts, I mention in the bottom-of-the-post-CTA that there’s also a freebie. Once they subscribe, the form — more about this in a minute — redirects them to my “Thank You” page. Where they see a very large, cute picture of a red squirrel.

我的邮件列表中的一个提供了一个充满价值的新闻通讯(DIY项目，问答，事件和资源链接)，但是仅在一定数量的订户加入之后。 在我的一些弹出窗口和博客文章中，我在CTA发布后的底部提到，还有一个免费赠品。 一旦他们订阅，该表单(一分钟内会提供更多信息)将其重定向到我的“谢谢”页面。 他们在那里看到非常大的可爱的红松鼠图片。

Here, this article is long! You deserve a break. Stop and gaze for a moment. I certainly do. Gaze, that is. I have a squirrel house on my property and a range of grey and black squirrels for endless entertainment. I’m also a member of a #squirrel fan club on Twitter. Join us for #SundaySquirrelShoutouts!

在这里，这篇文章很长！ 你该休息一下。 停下来凝视一下。 当然可以 注视，就是。 我的房屋上有一座松鼠屋，还有一系列灰黑松鼠，可以无休止地娱乐。 我还是Twitter上的＃松鼠粉丝俱乐部的成员。 加入我们的#SundaySquirrelShoutouts！

OK, enough gazing. In the copy below the squirrel, I tell them “Reply to the confirmation email with your mailing address, and I’ll send you a packet of milkweed seeds.” My particular audience (inter-state regional, though world wide is welcome), will be delighted with either one, or both.

好，凝视 在松鼠下面的副本中，我告诉他们“用您的邮寄地址回复确认电子邮件，然后我会向您发送一包乳草种子。” 我的特定听众(虽然欢迎跨州访问，但还是跨州的)将对其中之一或两者都感到满意。

选择加入表单的方法 (Opt-in form submission how-to)

Go back to your list integration module or plugin on your WordPress. Each mailing list provider offers form code that you can enter into your Landing Page. That code interacts with the mailing list service.

返回到列表集成模块或WordPress上的插件。 每个邮件列表提供商都提供可输入到“登录页面”的表单代码。 该代码与邮件列表服务交互。

You must set it up at your mailing service that a successful opt-in form submission redirects the user back to a page on your site that says Thank You.

您必须在邮件服务中进行设置，成功提交的选择加入表单会将用户重定向到您网站上显示“谢谢” 的页面 。

Why? A few reasons. A “Thank You” page does the following:

为什么？ 有几个原因。 “谢谢”页面将执行以下操作：

1. It politely thanks people right away, and it can be used to establish your standards for what to expect from the list: “I will send you an email once a month, somewhere in between two blog posts.” “You will hear from me again at this time: ____.”
   礼貌地感谢人们，它可以用来建立您的期望标准：“我每月都会在两个博客文章之间的某个位置向您发送一封电子邮件。” “此时您会再次收到我的来信：____。”
2. It communicates how they will receive your freebie such as “After you’ve clicked on the Confirmation email, you’ll receive a link with the download.” For your own sake, do not make it a downloadable from the Thank You page — that opens you up to diluting the value of your freebie. This means you must create a Welcome/Onboard automation at your mailing service that triggers when the subscriber confirms their opt-in. (You can send it without the confirmation step. However, savvy email users are aware that this eagerness to start marketing to people without a double-opt-in might be coming from a place where timeliness or ease-of-use isn’t the greatest concern.)
   它传达了他们将如何获得免费赠品，例如“单击确认电子邮件后，您将收到下载链接。” 为了您自己的利益，请不要从“感谢”页面上下载该文件，这会使您摊薄免费赠品的价值。 这意味着您必须在邮件服务中创建一个“欢迎/机载”自动化功能，该功能在订阅者确认选择加入时触发。 (您可以在不进行确认步骤的情况下将其发送。但是，精明的电子邮件用户意识到，这种热衷于向没有双重参与的人们进行营销的渴望可能来自于时效性或易用性都不强的地方。最重要的关注。)

3. It could inform them of an opportunity to answer a few more questions about themselves so you can better respond to their needs. Examples I’ve used:

   它可以使他们有机会回答一些关于自己的问题，以便您更好地响应他们的需求。 我使用的示例：

   a. “I’m interested in what you’re interested in, so when you get the Welcome email, you can update your list profile with your hobbies, as well as your region. If you update your birthday, we’ll send you a birthday email!”

   一个。 “我对您感兴趣的东西感兴趣，因此，当您收到“欢迎”电子邮件时，您可以根据自己的兴趣爱好以及您所在的地区来更新列表个人资料。 如果您更新生日，我们将向您发送生日电子邮件！”

   b. “If you want some milkweed seeds, email me your address by replying to the Welcome email.”

   b。 “如果您想要一些乳草种子，请通过回复欢迎电子邮件给我发送您的地址。”

   c. “We’re designing the software right now, and we have a few questions about where to focus our attention for the greatest initial impact. Would you kindly answer a short survey?”

   C。 “我们现在正在设计软件，对于将注意力集中在最大的初始影响上，我们还有几个问题。 您能回答一个简短的调查吗？”

4. It informs Google Analytics that a conversion took place and helps you find which landing page URL they came through.
   它会通知Google Analytics(分析)发生了转化，并帮助您找到他们通过的着陆页网址。

While you’re logged in at your mailing service, consider GDPR, too. If you’re marketing to the whole world, make sure your list opt-in is GDPR-compliant. If you’re using a plugin that integrates with the mail service, you might state “This list is GDPR-compliant,” under the opt-in button, as the mailing services’ legalese and check boxes may not appear in the code inserted by the plugin on your page. Otherwise, mention it in the confirmation email. The difference will be clearer if you watch the accompanying videos. The landing page done on Mailchimp has all the GDPR fields; the one on my website through a form plugin does not (but it’s prettier).

登录邮件服务时，也请考虑GDPR。 如果您要向全世界行销，请确保您的选择加入名单符合GDPR。 如果您使用的是与邮件服务集成的插件，则您可以在“选择加入”按钮下注明“此列表符合GDPR”，因为邮件服务的合法性和复选框可能不会出现在由插入的代码中页面上的插件。 否则，请在确认电子邮件中提及。 如果您观看随附的视频，区别将会更加明显。 在Mailchimp上完成的登录页面具有所有GDPR字段； 通过表单插件在我的网站上没有(但更漂亮)。

当免费对他们来说是乏善可陈，对您负有责任时(以及如何处理) (When free is lacklustre for them and a liability for you (and what to do about it))

Giving something away for free is still an issue for some of us who were raised with (or otherwise need) a somewhat more transactional and self-protective way of doing business.

对于我们中某些因(或需要)某种交易性和自我保护性的经商方式而长大的人来说，免费赠予一些东西仍然是一个问题。

People rightfully hestitate at these “free!” offers. They think “Yeah, you give me something for free, then you hit me with an email every day for the next two weeks, and then insinuate I’m holding myself back if I don’t buy from you by your deadline.” When you’re offering something of value, out of generosity and curiosity (design thinking) you don’t want to be lumped in with those people.

人们理所当然地对这些“免费的”犹豫不决。 提供。 他们认为“是的，您免费提供给我一些东西，然后在接下来的两个星期中每天都给我打一封电子邮件，然后暗示如果我在您的截止日期前不向您购买，我会阻止我。” 当您出于慷慨和好奇心(设计思维)而提供有价值的东西时，您不想与这些人混为一谈。

So I had an idea right out of e-commerce for a strategy: it might mean you have to develop an interim freebie for all, and promos for those who are engaged. If you’re uncomfortable with sharing something of value straight off, and you’ve found that others in your line of development haven’t already shared something like it, try the following.

因此，我从电子商务中想到了一个策略：这可能意味着您必须为所有人开发一个临时免费赠品，并为那些参与其中的人准备促销。 如果您不喜欢直接分享一些有价值的东西，而您发现开发线中的其他人还没有分享这样的东西，请尝试以下方法。

First, to your fans and people who you know would appreciate it, communicate over other channels (including your email list) and offer the good stuff with a promo code. That way, the ones who open your emails get it for free or at a discount that makes them feel exclusive, and your other channels find out about it their preferred way.

首先，向您的粉丝和您认识的人表示赞赏，通过其他渠道(包括您的电子邮件列表)进行交流，并提供带有促销代码的好东西。 这样，打开您的电子邮件的人可以免费或以折扣的方式获得电子邮件，这使他们感到与众不同，而您的其他渠道会以他们喜欢的方式找到它。

Second, create a landing page for passive subscribers (the ones who don’t open their emails!) and new arrivals on your website offering it at the price that you think it’s worth. On that page, have a pop-up offering a slight discount, or offering “Want this at the Friends-and-Family rate? Join us. [Next spaghetti dinner at your house!]”

其次，为被动订阅者(不打开电子邮件的人)和您网站上的新用户创建一个登陆页面，以您认为值得的价格提供它。 在该页面上，有一个弹出窗口提供一些折扣，或者提供“是否要以“亲朋好友”的价格使用？ 加入我们。 [下一次在您家吃意大利面晚餐！]”

Also, when using free products as an incentive to join your alpha, beta, or general list, sometimes you have to not get it out there. There are bystanders who enjoy getting freebies or satisfying curiosity. They’re good-intentioned people, they value that you offer help, but they’re not always your market. At $5 of good value, you can afford the publicity and community goodwill, but with too many of those — or at $45 a pop! – you’ll need to learn Sales prevention.

此外，当使用免费产品作为激励来加入您的alpha，beta或常规列表时，有时您必须 不把它弄出来。 有些旁观者喜欢免费赠品或满足好奇心。 他们是好心人，他们重视您提供的帮助，但他们并不总是您的市场。 只要$ 5的物有所值，您就可以负担得起宣传和社区的善意，但是其中的太多–或$ 45美元！ –您需要学习销售预防 。

销售预防 (Sales prevention)

Imagine you threw a party, and someone strolled in and had zero interest in a conversation with you. They just wanted to head on over to the buffet and load up on the food. You have to expect that. Those people can be disasters for the conversation— and maybe for the next event, they invite their friends!

想象一下，您举办了一个聚会，有人闲逛了，对与您的对话的兴趣为零。 他们只是想去自助餐厅吃点东西。 您必须期望这一点。 这些人可能是谈话的灾难-也许在下次活动中，他们邀请他们的朋友！

If this is how you give away product or content to get people to engage, you have to know that you’re serving the people who need your help (i.e. do customer interviews, and leave some room for surprises.) If you just give it away to everyone without vetting, you’ll get very little feedback. Pick your people. Fuzzy feedback will result in a product that doesn’t actually serve anyone, or a product they’ll play with, but not commit enough to buy.

如果这是您为了让人们参与而放弃产品或内容的方式，则必须知道您正在为需要帮助的人们提供服务(即进行客户访谈，并留出一些惊喜的余地)。在不进行审核的情况下将其分发给所有人，您将获得很少的反馈。 选择你的人。 模糊反馈会导致产品实际上无法为任何人提供服务，或者将与他们一起玩但没有足够购买力的产品。

My initial offering was a life planning workbook with 3 monthly agendas. I had a budget of $1000, so it was a limited print run (guess how much each unit-of-4 cost). People who don’t use agendas, who’ve tried but never stuck with one, ordered it anyway. Why? Curiosity. That was my fault for not filtering them out and providing them something else to reward their curiosity. I did an email series to walk people through the workbook, that journallers could also join in on. No matter how much I believe in the effectiveness of using workbooks and agendas, that was what those customers should have gotten instead.

我最初提供的是一份生活计划工作簿，其中包含3个每月的议程 。 我的预算为$ 1000，因此打印数量有限(猜测每个4单元的成本是多少)。 那些不使用议程的人，曾经尝试但从未坚持过议程的人，还是下令订购它。 为什么？ 好奇心。 这是我的过错 ，因为他们没有将他们过滤掉并提供其他东西来奖励他们的好奇心。 I did an email series to walk people through the workbook, that journallers could also join in on. No matter how much I believe in the effectiveness of using workbooks and agendas, that was what those customers should have gotten instead.

So what’s a reasonable sales prevention technique? Simple. Copy that is written to tell the user they are not the intended customer, so they can self-select out. You can also use a survey for this purpose (where the end of the survey is the opt-in). You can send them a final step in their List Confirmation email that ascertains they’re ready for the two-way street of design communication (giving access to the project specifically so you can observe or solicit feedback). Build in surmountable obstacles. If they’re ordering a free product, then at least charge the shipping. If what you’re offering isn’t worth $5–$10 to get by mail, they’re not invested.

So what's a reasonable sales prevention technique? 简单。 Copy that is written to tell the user they are not the intended customer, so they can self-select out. You can also use a survey for this purpose (where the end of the survey is the opt-in). You can send them a final step in their List Confirmation email that ascertains they're ready for the two-way street of design communication (giving access to the project specifically so you can observe or solicit feedback). Build in surmountable obstacles. If they're ordering a free product, then at least charge the shipping. If what you're offering isn't worth $5–$10 to get by mail, they're not invested.

To defeat a bad habit — which is what life planning and agendas and courses and helpful apps (like yours!) are all about — it helps to pre-commit to a good habit. To form good relationships, both partners have to invest. And that investment will help get you feedback and testimonials— and future customers.

To defeat a bad habit — which is what life planning and agendas and courses and helpful apps (like yours!) are all about — it helps to pre-commit to a good habit. To form good relationships, both partners have to invest. And that investment will help get you feedback and testimonials— and future customers.

Finally: people buy and pay for things they don’t use all the time. So don’t feel some kind of guilt about building a revenue model for your product while you build your audience!

Finally: people buy and pay for things they don't use all the time. So don't feel some kind of guilt about building a revenue model for your product while you build your audience!

Multiple offerings require different list groups (Multiple offerings require different list groups)

I have two mailing lists for two different websites. One is simple. The other is segmented into groups. All subscribers get a slide deck with a set of heuristics on how to be productive. Some people then get onboarded into that life-planning course-by-email, and others get a monthly PDF agenda (this is the example I show in the videos). Still others go into a quiet zone where they’ll only hear from me when I have progress on, or intentions for, a separate project (hint: it’s micro-donations through gaming to support shelter pets).

I have two mailing lists for two different websites. One is simple. The other is segmented into groups. All subscribers get a slide deck with a set of heuristics on how to be productive. Some people then get onboarded into that life-planning course-by-email, and others get a monthly PDF agenda (this is the example I show in the videos). Still others go into a quiet zone where they'll only hear from me when I have progress on, or intentions for, a separate project (hint: it's micro-donations through gaming to support shelter pets).

Your Landing Page and your website have GOT to be simple, so don’t link the other things you’re offering, or talk about all the things you do. It confuses more than it helps.

Your Landing Page and your website have GOT to be simple , so don't link the other things you're offering, or talk about all the things you do. It confuses more than it helps.

Hopefully, your new product or project is a stand-alone. You don’t need to group people yet. Unless you’re using a more advanced plugin to capture people’s emails (plugins can be more powerful than a simple form), it can be difficult to assign new subscribers into the appropriate groups.

Hopefully, your new product or project is a stand-alone. You don't need to group people yet. Unless you're using a more advanced plugin to capture people's emails (plugins can be more powerful than a simple form), it can be difficult to assign new subscribers into the appropriate groups.

I’ve asked people to self-group by choosing the project they like, and very few of them do. However, with the landing page in the accompanying video, I use the shortcode of the MailChimp for WordPress plugin to create a simple form for a landing page.

I've asked people to self-group by choosing the project they like, and very few of them do. However, with the landing page in the accompanying video, I use the shortcode of the MailChimp for WordPress plugin to create a simple form for a landing page.

I then (off screen) updated that form to one that has the list groups by project, and I make it really obvious which one they need to join.

I then (off screen) updated that form to one that has the list groups by project, and I make it really obvious which one they need to join.

Explore your email provider to see how they recognize the source of the signup, and how you can automate to put that person into one of your groups. Then, if you have some time, explore plugins to make it as easy as possible for your user to sign up and get in the right group the first time. Test your form after every plugin or WordPress update. If your form doesn’t work, it’s disappointing for both sides.

Explore your email provider to see how they recognize the source of the signup, and how you can automate to put that person into one of your groups. Then, if you have some time, explore plugins to make it as easy as possible for your user to sign up and get in the right group the first time. Test your form after every plugin or WordPress update. If your form doesn't work, it's disappointing for both sides.

What you'll see in the accompanying videos (What you’ll see in the accompanying videos)

I accidentally pitched this article as “I’d love to have a tutorial on building effective landing pages that connect with Mailchimp and EventBrite, WordPress and Bootstrap; integrating these things and writing the right things, because it’s taking me FOREVER to figure this stuff out on my own.” So Quincy wrote back and said “If you’re looking for this information, chances are others are as well.” I hope that I’ve overdelivered in this article, and there are videos that help illustrate it.

I accidentally pitched this article as “I'd love to have a tutorial on building effective landing pages that connect with Mailchimp and EventBrite, WordPress and Bootstrap; integrating these things and writing the right things, because it's taking me FOREVER to figure this stuff out on my own.” So Quincy wrote back and said “If you're looking for this information, chances are others are as well.” I hope that I've overdelivered in this article, and there are videos that help illustrate it.

The videos are walk-throughs for a creator who has created a list but done little with it yet. Someone who needs to set up a landing page, set up the welcome automations, and needs help with these:

The videos are walk-throughs for a creator who has created a list but done little with it yet. Someone who needs to set up a landing page, set up the welcome automations, and needs help with these:

• how WooCommerce integrates with MailChimp (for ecommerce orders)
  how WooCommerce integrates with MailChimp (for ecommerce orders)
• how to avoid using ecommerce integrations for downloads — email automation with a download link! (a popup … and about half a minute of the backend)
  how to avoid using ecommerce integrations for downloads — email automation with a download link! (a popup … and about half a minute of the backend)
• a discussion of the anatomy of the landing page and general writing tips and tricks
  a discussion of the anatomy of the landing page and general writing tips and tricks
• using a MailChimp form plugin to generate forms that use shortcodes (which can update changes across your site)
  using a MailChimp form plugin to generate forms that use shortcodes (which can update changes across your site)
• what MailChimp looks like when you’re using groups, or segmenting or automating messages and campaigns
  what MailChimp looks like when you're using groups, or segmenting or automating messages and campaigns
• MailChimp’s native landing page generator
  MailChimp's native landing page generator

If there’s enough interest, I can also create a bonus video, which presently needs a voiceover, walking through an email campaign to get feedback from alpha/beta test members.

If there's enough interest, I can also create a bonus video, which presently needs a voiceover, walking through an email campaign to get feedback from alpha/beta test members.

For these users, a mailing list is necessary but not enough. Front-load their subscription with extra contact information (WooCommerce helped me) at the list subscription stage. Then, keep their details in a notebook or spreadsheet or an email folder so you can easily reach them. Keep in touch with them, invite them to your Slack, and set up phone, Skype, and Facetime conversations. Why go to this trouble? Because for real meaning that can affect your design, you have to interview them, sometimes more than once.

For these users, a mailing list is necessary but not enough. Front-load their subscription with extra contact information (WooCommerce helped me) at the list subscription stage. Then, keep their details in a notebook or spreadsheet or an email folder so you can easily reach them. Keep in touch with them, invite them to your Slack, and set up phone, Skype, and Facetime conversations. Why go to this trouble? Because for real meaning that can affect your design, you have to interview them , sometimes more than once.

In conclusion, fellow web developers and new idea/product creators (In conclusion, fellow web developers and new idea/product creators)

This article was about getting to know your users and getting them onboard with your idea before it’s ready to be born — so that you know their needs better and have an idea how they need or want to be marketed to. Your communication is part of your Value Proposition as much as your product at this point. But, don’t worry, everything is iterative, and you’ll learn as you go.

This article was about getting to know your users and getting them onboard with your idea before it's ready to be born — so that you know their needs better and have an idea how they need or want to be marketed to. Your communication is part of your Value Proposition as much as your product at this point. But, don't worry, everything is iterative, and you'll learn as you go.

Create a mailing list and help people get on it — unless it’s not for them. You can use other channels like web- and in-person events and other opportunities to ask them to subscribe.

Create a mailing list and help people get on it — unless it's not for them. You can use other channels like web- and in-person events and other opportunities to ask them to subscribe.

Use different landing pages for different “Ideal Customer” personas and different goals (for example, download the app, or sign up to the list), and use different copywriting on different social media channels (and advertisements) to entice others to view and share it.

Use different landing pages for different “Ideal Customer” personas and different goals (for example, download the app, or sign up to the list), and use different copywriting on different social media channels (and advertisements) to entice others to view and share it.

To get opt-ins, offer people something useful or delightful for free. Those bonuses or previews help create and build your relationship with them. In that light, make sure you are the reply-to address on the list.

To get opt-ins, offer people something useful or delightful for free. Those bonuses or previews help create and build your relationship with them. In that light, make sure you are the reply-to address on the list.

Treat your users like clients and friends: be available to them, talk to them in a personal manner, and keep it concise, meaningful, helpful, and enjoyable.

Treat your users like clients and friends: be available to them, talk to them in a personal manner, and keep it concise, meaningful, helpful, and enjoyable.

Now it’s time for your feedback. If you’re working on a problem like this, work alongside the video and comment on how it works for you. For readers, some of you may be ahead of the curve and have some good points to adjust, correct, or advance, based on new information or your specific configuration. Some of you may have other contributions to make. I’m looking forward to reading them!

Now it's time for your feedback . If you're working on a problem like this, work alongside the video and comment on how it works for you. For readers, some of you may be ahead of the curve and have some good points to adjust, correct, or advance, based on new information or your specific configuration. Some of you may have other contributions to make. I'm looking forward to reading them!

Jane Sorensen (@janerette on most platforms) is a multi-disciplinarian and always has been. If you want milkweed seeds and a regular dose of ecological gardening and wildlife enthusiasm, check out her blog. If you want to straighten out your life goals, align your stuff, and do it, download a Tactical Chronograph — the example shown in the videos— at Projectica. Finally, if you’re a developer and you want to work on a swipe game that sends micro-donations to shelter pets, this needs to happen.

Jane Sorensen (@janerette on most platforms) is a multi-disciplinarian and always has been. If you want milkweed seeds and a regular dose of ecological gardening and wildlife enthusiasm, check out her blog . If you want to straighten out your life goals, align your stuff, and do it, download a Tactical Chronograph — the example shown in the videos— at Projectica . Finally, if you're a developer and you want to work on a swipe game that sends micro-donations to shelter pets, this needs to happen .

翻译自: https://www.freecodecamp.org/news/how-to-market-your-new-project-incorporate-design-create-a-landing-page-and-get-your-users-97812fd9dd4d/

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