Mequoda Library: Peter J. Fogel

Contributing Editor
Peter J. Fogel

Peter J. Fogel is a high response copywriter who specializes in website, direct mail and radio copy. He's written copy for Agora Publishing, Thompson Cigar, Stealth Stock Investor, Taipangroup and Musical Heritage Society. Peter also gives seminars on copywriting and public speaking and his articles have appeared in DM News, Inside Direct Mail and on the Internet. He's also the author of the critically acclaimed book, If Not Now… Then When? Stories and Strategies of People Over 40 Who Have Successfully Reinvented Themselves. Sign up for his direct response ezine and receive the FREE e-book, Marketing Secrets of the Masters!

Reports by Peter J. Fogel

Philippine-Dreams.com Landing Page Review
This Landing Page Does its Job: and That’s to Sell an ebook

Are you a lonely male? (Okay, who isn’t these days?) Dissatisfied with women in America? (Let’s not even go there) Do you want to take your hard-earned American greenbacks and get the biggest bang for your proverbial buck in an exotic land? BUT more importantly are you concerned with sending your ''dead presidents'' overseas only to be taken for a ride by a hot, bodacious, Philipina scamster?

Not to mention the ridicule you’ll receive from your buddies once they find out about it. (In case you’re wondering, no… this didn’t happen to me and no, you can’t prove otherwise.)

Anyway, if you said ''yes'' to any of the above questions then you’re in luck with the Philippine Dreams landing page that'll put all your fears to rest. This is an example of an ebook niche site that targets one very particular segment of our population.

Lonely men who've had it with frenetic America and want to retire happily-ever-after with a Philippina bride (while most likely supporting her family of twelve for the rest of their natural lives.) Dear reader, I am not here to judge the merits of this site; just to present the facts to you. Although being a big-time American copywriter, I’m sure I would be treated like royalty if I decided to emigrate to Manila (NOT that I am checking Orbitz for any good airfares).

If you want an idea of how to ethically swipe a headline—this is the way to do it - page 7
Learn the technique that could've engaged the reader in the story a little bit more - page 8
Discover where this landing page misses the boat in following up with prospects - page 10
Learn how this landing page could've clarified the offer early on in the copy and how it would've gotten the prospect to act sooner - page 12
Understand how this page could've improved its credibility and potentially increased landing page conversion rates - page 17

EzineQueen.com's Online Success Blueprint Workshop Landing Page Review
If You Want a Landing Page that Excites the Senses and Hits all the Hot Buttons with Ample Proof, Then This is the One to Mirror.

We are back now with another offer from her highness, Alexandria Brown, "The Ezine Queen." After seeing this site I have decided that I might want to be a loyal subject. "The Queen" has brought you into her kingdom by earlier selling you her ezine course. This is good. This is how you get folks into your funnel. NOW, Ali is joining other Internet Marketers (with one main difference that I shall discuss later) and upselling them to a hands-on business marketing seminar.

Now by the time I got to this landing page, there was the cute Post-It note to inform people that it's sold out.

The Queen informs you—using scarcity—that you can go on the cancellation list. Of course, everyone wants what they can't have and now we have the technique of scarcity working here.

This is a classic headline that works. It targets its audience, delivers a strong benefit and throws in dashes of greed.
This landing page was for a limited time offer of a seminar. Regardless, Ali was smart enough to have a drop-down box that offered her newsletter. Good work!
Exceptionally strong graphics, powerful audio testimonials, PLUS convincing copy along with photos proves once again that these people exist.
Good use of colors (especially red) that keeps you riveted to the page(s) and offer. Nothing is boring here. Copywriter and graphic designer worked well together on this site—obviously, seeing that the seminar is sold out.
Good use of testimonials and benefits... with lots of proof galore (the Queen's earnings). Ali is a marketer that "walks her talk."

EzineQueen.com's Boost Business With Your Own Ezine Landing Page Review
Ali K. Brown's Landing Page Shows You How To Boost Business with Your Own Ezine—and More, While at the Same Time "Squeezing the Name of the Prospect" by Giving them a FREE Report.

In business it's location, location, location. And of course online, it's your list, list, list. Back in the covered-wagon days of marketing when there was no Internet, the only way to communicate with your prospects or loyal customers was to contact them through mail, fax, phone or carrier pigeon.

Today, anyone with an online presence that has an in-demand product or service, (and if they know how to position themselves) can set up an ezine list of thirsty customers. Another way to grab market share is to grow rich within your niche.

And that's what the very telegenic "Ezine Queen" herself, Alexandria K. Brown, has done. In consulting work I tell all my clients—regardless of the industry they're in—to always get an ezine up and running with an effective name squeeze page attached.

The beauty of the ezine is that it's probably one of the most cost effective marketing tools ever created. Just think: with the click of your mouse you can contact your customer in nano seconds with valuable information or a viable offer. And because they have opted in, you know you have an interested party as a subscriber.

But how do you accomplish putting together a profit center, an ezine, when there's so much competition? How do you navigate around the nuances of this particular type of marketing? Well Alexandria's Boost Business With Your Own Ezine site shows you how to do that—and more, while at the same time "squeezing the name of the prospect" by giving them a FREE report.

There's no sense of urgency in the headline, but curiosity gets the job done.
This copy presents a strong argument to keep reading all way to the last drop.
Impressive array of testimonials, with photos of folks who vouch not only for Ali, but on the reliability of her program and how it changed their business.
Yes, Ali has strategically placed the links to order buttons throughout the piece under the testimonials, BUT she did not make them stand out.
This is an effective landing page. Ali impressively uses audio and some visuals to move the prospect to take action.

Dan Kennedy Free Gift Landing Page Review
Dan "The Millionaire Maker" Kennedy's Free Gift Landing Page is a Great Site to Model if You Want to Build Your List and Overwhelm Your Prospects with Valuable Offers.

Even before the Internet took over our lives (and I mean that in a good and bad way) there were marketers who made a great living offline promoting their products and consulting services.

One man, speaker/copywriter/bigtimemarketing consultant Dan Kennedy, was someone who took this "old school" knowledge and parlayed it into a strong cyberspace presence. I've studied Dan Kennedy's work and he has greatly influenced a plethora of online marketers as well as many brick-and-mortar businesses who have produced a strong ROI for themselves. Dan has said on a few occasions that he's not a fan of the Internet, and I believe he has said he knows nothing about computers. BUT I am pretty sure the folks on Team Kennedy do. And they do an excellent job for him.

Here's an interesting aside. I listened to an old cassette program of Dan's called Mega Speaking... circa 1994. In it, Dan briefly mentions "The Internet" and some bulletin boards, but at that point in time, didn't think it would amount to anything as far as creating a profit center for the speaker. Whew! I guess times have changed, haven't they?

Dan's very knowledgeable about his field, and despite the fact that he calls himself a curmudgeon, he's a very likable chap. More importantly, the man "walks his talk."
When it comes to marketing, branding and getting results for small niche neighborhood businesses, from professionals (chiropractors, doctors, accountants) to large conglomerates, Dan delivers. His USP (which he's transformed into a strong branding message) is the "The Millionaire Maker."
He certainly has the guns and ammo to back up his USP proclamation, having been quite successful as an in-demand copywriter/marketing consultant for the Tony Robbins of the world in Gunthy Renker infomercials... as well as drastically influencing online millionaires like Yanik Silver.
Take note folks: if you want an education in knowing how to overwhelm a prospect with LOTS of goodies (i.e. value, value and more value) so you can get their name, snail and email address—with the goal of bringing them into your inner sanctum (a.ka. profit funnel)—then this is the site to study.
You want to build your list? Then this is the ultimate "name squeeze" page. Dan does it as well as anyone in the western hemisphere.

SEOElite.com Landing Page Review
SEO Elite Landing Page is Outstanding and Convincing, Offering Copy and Graphics that Get You Caught Up in the Excitement of Your Site Being #1 on the Search Engines

OK, folks. Bring your seat and tray to the upright position. We're ready for take off with an incredibly convincing and compelling landing page that shows you the mesmerizing influence of "good old fashioned-take-no-prisoners-suck-out-the-money-from the wallet" copy and graphics.

The secret of creating streams of revenue in a niche business is to identify a problem that keeps your prospect up at night and then give them a real, viable, solution. Now everywhere you go on the Internet there's always some marketer who says they've invented a better "widget" (I've never seen a widget, but apparently there are a lot of them out there) to improve every website owner's quagmire: search engine ranking with the 800 pound gorilla Google as well as with Yahoo, and MSN.

But how does one get the #1 SEO ranking?
By addressing the misunderstood holy grail of traffic generators: SEO (Search Engine Optimization).
Being curious creatures, we are naturally incredulous about every software product that comes down the pike that promises a higher ranking.
And because we are… marketers have to be convincing with their copy and graphics.
SEOElite.com accomplishes it and does it quite well.

CookingClub.com Landing Page Review
Cooking Club of America is an Efficient Membership Website that also Serves as a Rapid Conversion Landing Page, as it Immediately Offers a Free Issue of Cooking Pleasures Magazine in Exchange for a Free Trial Membership to Cooking Club of America

Cooking Club of America is an efficient, user friendly membership site. We found this site by typing "Cooking Club of America" into Google, and this is the first page that showed up in the organic listings.

While this page serves as the home page of this membership website, it also serves as a rapid conversion landing page, as it immediately offers a free issue of Cooking Pleasures magazine in exchange for a free trial membership to Cooking Club of America.

Cooking Club is a strong membership website landing page (with a few limitations), nonetheless one you could model. So let's get to it.

Cooking Club of America has a strong compelling headline, BUT their headline focuses more on the feature as opposed to the benefit.
The minute you get to the site, it's apparent they want your email. Want to become a member? Give us the email address! Want a free issue of our magazine and a cool, neat grater? Give us your email address.
Strategically placed all over, they keep dangling a carrot to you. Sign up for the FREE membership and get lots of cool freebies (Deals & Discounts, Club Credit Card, Recipe Reprints, Phone Discounts).
Decent use of graphics, but not much use of compelling copy to get the prospect and future club member interested in the benefits of the club.
When using graphics to sell your product… people want to see the end result of what your product or service will do for them. Give it to them. It's not done at all here.

Ohannualrecipes.com Landing Page Review
Oxmoor House, a Time Warner Company, Licenses the Weight Watchers Annual Recipes Book and Serves Up an Effective Landing Page

Can a person (moi) who has never had a weight problem review a landing page that markets healthy recipes which enable someone to lose unwanted pounds? "Yes!" he emphatically says with a mouth full of rich, calorie-filled cheesecake. Ohannualrecipes.com is the name of this landing page, which belongs to Oxmoor House, a Time Warner Company.

Oxmoor House has licensed a book of healthy, delightfully scrumptious recipes from—you know 'em, you love 'em, in fact you might've tried them—"Weight Watchers." In fact, that is how we found this landing page—by doing a Google search for Weight Watchers. Oxmoor House also licenses other products from other sites like CookingLight.com, Martha Stewart, etc.

The precursor to Jenny Craig, Weight Watchers International has been around since 1963.
This "Grand Poobah" of weight loss companies provides healthy weight management services with operations in 30 countries worldwide.
Its business consists of weekly meetings that promote education and group support in conjunction with a flexible, healthy diet and exercise method.
The USA is, unfortunately, a prosperous nation that has a weight problem, so this company has experienced exponential growth and branded itself into our consciousness.
This is probably why Time Warner has decided to market this book, and they've pretty much done a good job of this landing page with a reservation or two.

BottomLineSecrets.com's The Complete Encyclopedia of Natural Healing Landing Page Review
Bottom Line Secrets: The Complete Encyclopedia of Natural Healing Landing Page is a Good Example of An Off-Line Marketer Presenting Their Strong Offer Online

Want to know a secret? Of course, you do. Everyone loves secrets. As Homo sapiens we always want what we can't have and that includes desiring an edge over our competitors or discovering some nugget of information that'll add value to all facets of our lives; whether its business, financial, personal or dealing with our health.

And no company can present it to you better than "The Grand Poobah" of them all: Bottom Line Secrets—America's Best Source of Inside information. This publishing company was founded in 1972 by the great Martin Edelston. Today, this branded behemoth has taken our insatiable appetite for information and brought it online with a main portal website and its satellite landing pages. Bottom Line also publishes offline books and today, we look at one book that targets the health industry, found in the Bottom Line Bookstore. Now, if you were looking for information on natural healing you wouldn't just want "any" encyclopedia on healing, would you? No, you're busy. You want all of your information in its entirety and you want it now. No ambiguity at Bottom Line. No sir. And that's because they give you: The Complete Encyclopedia of Natural Healing.

Their unique style of copywriting is called "fascinations," and is used a lot in their eye-catching, mesmerizing magalogs.
This landing page tells you immediately what's in it for the reader. It's a complete information source on natural healing and you get to read it for FREE for 30 days.
Bottom Line—who as a traditional direct mail publisher tests all the time, probably determined that user testimonials didn't increase sales, but I would've added some anyway.
If there's anything this publisher wants, it is for you to SIGN UP and test drive their book— then have you either pay for it now, or later.
If you want to model your business off a multi-million dollar winner in the marketplace, then this landing page is the place to start.

Instant Real Estate Newsletter Landing Page Review
Instant Real Estate Newsletter Landing Page Demonstrates That by Using Niche Marketing You Have A Proven Two Step Method Of Capturing A Prospect’s Email Address And Up-Selling Them ALL In The Blink of An Eye

If you want a good example of a soft offer in direct response advertising, all you have to do is pick up a copy of the National Enquirer at your local supermarket. (Yes, yes, I know you scan "only" the cover and the headlines, but wouldn't dare buy one.) But if you did—and you actually read some of the advertisements inside, you'd come across a strong two-step method of getting a targeted prospect to raise his/her hand. Then you could capture the prospect's interest with an offer such as "FREE Report: Ten Proven Ways To Get The IRS Off Your Back Forever!"

The report would direct the prospect to send a S.A.S.E. for the report. If the prospect took the time to mail it, then you knew you had either a) someone who likes FREE things or b) someone who likes free things and has the IRS after them. This "loss leader" method allows the marketer to use your address and contact you in the future, for such things as perhaps selling you an audit proof tax course. Using a focused niche market as its target, InstantRealEstateNewsletter.com landing page uses this two step method, but more importantly—now you can too.

Kris KNOWS her audience well, but there could have been some urgency on this landing page—such as "get the information NOW before your competitors do…" or perhaps giving a deadline to get the information
The copy on this landing page, for the most part, is engaging and successfully gives benefits to the reader and shows them how their professional life is going to improve exponentially with the customized newsletter that they'll give their clients
Effective, strong testimonials with photos and voice clips of "happy campers" who have purchased the newsletter are important sellers—voice, print and photos help
The short-copy landing page along with the main landing and order page are presented to the reader in an easy, understandable way—but personally, I'd like to see a font other than "Times New Roman"
Strong copy, excellent offer and a decent graphic layout. Marketers might want to try this two step method for their own landing page campaign to see if it works for them

21st Century Investor Landing Page Review
While 21st Century Investor Opted Out of a Traditional Landing Page Design, Strong Headlines, a Unique Selling Proposition and Multiple Order Options Still Make it a Good Example of a Main Portal Webpage

Naturally, investors of all shapes and sizes want a great ROI, which is why they spend a lot of money on investment newsletters. And as you're well aware there's no shortage of it online and off. The majority of investment newsletters we know and love primarily use long-copy landing pages to sell their products. This review is of an excellent company that's been giving a plethora of information since 1997: 21st Century Investor. This is not a landing page which usually uses a long sales letter as a vehicle to sell customers. Instead it's a main portal page site that also includes sister subscription services such as 21st Alert, 21st Century Options, Erlanger Squeeze Play and Jim Patterson's Tactical Trading Outlook among others.

The headline combines a strong, benefit-oriented promise and gives its targeted audience a Unique Selling Proposition
Because this isn't a standard sales letter landing page, I would enjoy longer copy—although I am impressed with the premiums they offer on the product page to sign up for their other sister newsletters
One thing is certain about 21st Century Investor: they want you to order… and they want you to order NOW
This website certainly has their ordering options down very well—they have the Big Three: fax, toll-free phone and email, a practice we strongly suggest for landing pages
This investment newsletter tells you how many issues you'll get, and the standard 30-day money back guarantee is presented—a more compelling guarantee would have likely increased response

The Hume Report Landing Page Review
The Hume Group, While Successful Direct Mail Marketers, Completely Drop the Ball Online by Foregoing Traditional Copywriting Techniques

The Hume Group has been in the self-help education arena since 1974. Like Nightingale Conant, they’re one of the granddaddies of that genre. They specialize in providing financial security education with real estate and stay-at-home, do-it-yourself investment programs. To quote the company's mission statement: Our goal is to help you achieve personal financial security with investments that are most suitable to your life... (works for me).

They're a strong brick-and-mortar direct response company that market heavily in direct mail and are quite successful at it. You'll know this is true if you get their offers in the mail. We applaud their off-line product line, but wonder why they’ve dropped the ball online.

More time and more specificity have to be shown with the headline to allow it to get into the hearts and minds of the prospect. Strong, inviting copy should be the first thing that the reader sees, so they have the desire to hit other links. There isn’t any strong USP (Unique Selling Proposition) weaved throughout the copy. Their direct mail packages always include testimonials of satisfied, "now wealthy" customers—but online, testimonials are nowhere to be found. They have put all their energy into offline marketing and not enough time into their online presence. They would benefit by creating a sense of an online community by offering an ezine or a blog.

eBookSecretsExposed.com Landing Page Review
Master information marketers Jim Edwards and David Garfinkel reveal time-tested copywriting secrets in the pursuit of sales for their own wildly successful eBook about creating and marketing eBooks on the Internet.

You might know, and subscribe, to one or more products from information marketing juggernauts like Bottom Line Publications, Agora, Healthy Directions or Philips Investment Resources. More importantly, you may study their strategies and creations like an aspiring artist studies the work of the great masters.

These master marketers who took things slow and steady are still going strong because they tested, perfected and cracked the code to Internet marketing profitability just they way the did with print marketing. Master marketer Jim Edwards and top copywriter and coach David Garfinkel are old school, and they understand how to hit their target market. More importantly, they know how to pen effective copy to get their prospect to take action now.

In this landing page review, Peter Fogel determines that as far as the graphics are concerned, it's not very eye-catching, but the marketer's goal is simply to deliver strong copy and sell e-books. Not much in the way of branding their company, but Jim and David put their time in to deliver strong copy and a compelling offer, and they've accomplished it.

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